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How to do an effective PPC campaign


Pay-per-click or PPC advertising has become an effective marketing tool for many online businesses. Revenues from PPC has continually grown faster; rising from $2.6B in 2004 to more than twice than much in only a space of five years. Meanwhile, the cost-per-click (CPC) dramatically grows up as well.

PPC advertising refers to bidding for the top or leading positions of your ads on search engine results pages and listing. The process of bidding is done on keyword phrases that are relevant to the advertisers' products or services. The higher the bid, the higher the spot on the search engine results pages the ads will be found with the result that more people will find the ads and click on it. However, this process of bidding would naturally change as the search engine algorithms evolve with the changing advertising landscape.

Benefits and drawbacks of pay-per-click advertising

There are obviously so many benefits and advantages of pay-per-click advertising. But there a few drawbacks in using PPC as a marketing tool because of the costs involved if you don't do the required research in launching a PPC campaign. You pay for each click received by your ads. Many times those come from either competitors or those playing pranks on search engines or even from those that are plain curious. Clicks from any non-targeted traffic would result to waste of your investment.

Pay-per-click pricing can be costly if your PPC campaign is done for long periods of time without producing break-even sales. Your ad campaign should be stopped and in this case, your ad will be removed from the paid search listings. Relying on pay-per-click promotion to get traffic and sales for your online business depends a lot on your budget and the fixed payments you pay to the search engines.

Track your PPC investment

In order to get the best return on investment for your PPC campaigns, you need to make use of the valuable tools in tracking your investments and conversion rates. The search engines normally provide the tracking software in determine these statistics. In addition, the PPC advertising networks provide the advertisers the platform required to identify the desired audience by geographic setting, topic and industry and even times of day that your ads are shown. Thus advertisers are empowered to control their PPC campaigns to the minute detail.

Some of the important things to consider when planning a PPC campaign dictated by common sense. First is finding the right keywords and phrases to base your campaigns. This is most effectively done by using keyword suggestions tools to find how many of your keywords and phrases have been searched for in the past. Consult these two best keyword suggestion tools and they are free to use: google keyword suggestion tool and free keywords tool from Wordtracker. Doing pay-per-click advertising without doing any keyword research is a sure formula for failure.

Write effective ads. A good PPC ad, which highlights your product's benefits, is one which can persuade and move a searcher. Also, stay within the budget. Determine your daily or monthly budget; and stay with it. Don't go beyond it. If your PPC campaign is not producing the right conversion rate for several days, then stop your campaign and find a new one.

Invest in your education for PPC. There are several resources available on the internet that will guide you in launching successful pay-per-click advertising. The number of people who have profited from online marketing through PPC shows that if done properly pay-per-click advertising can be a most effective tool in marketing your and other people's products and services. You pay for each click received by your ads.

The Useful Strategy Research Team


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