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An Overview of Pay-Per-Click (PPC) Marketing

PPC is an acronym for pay-per-click, a type of internet marketing in which advertisers pay a preset fee with every click made one their ads. Basically, you buy visits to your website, as opposed to trying to “earn” such visits through organic means.

PPC has various forms, and one of the most common is search engine advertising. Whenever a user searches on a relevant keyword, advertisers can bid for ad placement in that search engine’s sponsored links.

With every click made on your ads, which sends a visitor over to your website, you have to pay a small fee to the search engine where you placed your ads. If your PPC is working fine, this fee is trivial, since the visit will likely be worth more than what you shell out for it.

Conducting PPC marketing using Google AdWords, the globe’s most widely used PPC advertising system used today, can make a tremendous difference in the success of your online business. To increase your chances of a successful PPC advertising campaign, consider the following:

Keywords – Use PPC keywords and keyword groups that are highly relevant to your products and/or services, and ad text that catches people’s interest.

Landing Page – Create landing pages with persuasive, useful content as well as clear calls-to-action that suit various types of search queries.

Quality Score – Quality Score is the rating your website gets from Google based on the relevance and total quality of your keywords, landing pages and PPC campaigns. The higher your Quality Scores are, the more ad clicks you get at lower prices.

PPC Keyword Research

Researching keywords for PPC requires time, but it is a crucial part of your campaign’s success. You need to continue refining your PPC keyword list because, after all, it the foundation of your whole PPC campaign, so you need to keep refining it.

To do that, first off, your campaign should remain relevant. Of course, you don’t want to be spending your money on traffic that will not be useful for your business. You’ll also have to use many relevant keywords as you possibly can. When researching keywords, do not stop with the most popular or frequently searched terms in your niche. Make sure to include even the long-tail, less competitive keywords which are more specific, less common, and less expensive too – they usually make up most of the traffic that comes from search engine queries. Also include the long-tail, more specific, less competitive and cheaper ones – remember, they account for most of search-driven traffic.

Tips for Managing Your PPC Campaigns

You need to keep analyzing your account’s performance and adjust as follow:It’s important to keep examining the performance of your account and making adjustments as follow:It is a must that you keep analyzing how your account performs and make the necessary adjustments, including:

1. Adding to your PPC keyword list as you go along (new relevant keywords are created daily).

2. Adding non-converting keywords as negative keywords to enhance campaign relevancy and bring down wasted expenses.

3. Divide your ad groups into smaller, more relevant sets to improve your click-through rate (CTR) and Quality Score. 4.

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