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Controlling your PPC Advertising Marketing & Hiring Bid Manager with the right How To’s

Sat, Dec 17, 2011

Newsletter, PPC

Pay per click is a form of paid search engine advertising that is popular among marketers.  It is a simple concept but a complex strategy.  With pay per click search engine advertising businesses bid for top position in the paid search engine result listings.  The advertiser bids on a per click basis.  This means that the advertiser will pay a cost per click every time someone clicks on their website via the search engines.  Depending on the search engine that the advertiser is performing his pay per click depends on the advertising.  Overture is a search engine that their pay per click campaigns shows up in the search engines of other popular search engines listed as “sponsored” or “featured”.  Google also has a similar version of this which is their AdWords Select and has taken over some search engines that previously displayed Overture results.

Pay Per click campaigning is huge for the marketer.  The advantages are quick results and increased sales.  Traffic to the marketer’s website can begin within minutes and the volume can be staggering.  Pay Per Click campaigns are not that of search engine optimization that require changes to the marketers website or content in order to obtain top position.  The only requirement is a successful bid.  The implementation of pay per click campaigns is relatively simple and although experience will help you with successful campaign knowledge can be acquired through research and study of the search engines, competitors and keywords.

Pay per click is competitive and bids are rapidly changing along with position holdings.  This is where knowledge comes in.  Pay per click is an expertise.  When new bids lower positions of other holding positions and many marketers react with raising their bid to maintain or regain their slot position.  This can become increasingly expensive.  Monitoring and analysis are extremely important

How to ppc will require research.  It is a strategic plan that the marketer must give a considerable amount consideration to.  It is studying the market and being able to choose the best keywords.  It is composing the most relevant enticing advert for the search engine and it is managing and analyzing your campaigns on a daily basis.  There are many tricks in selecting keyword phrases. With the competitiveness of keywords among marketers many marketers are finding are turning to alternative methods such as choosing misspelled keywords and odd combination of keyword phrases.

Deterring the worth of the search engine visitor will be a must to ensure the success of your campaigns profits.  If it costs $20 for a keyword or click/visitor through the search engines and the marketer only makes $10 on the sale than it is not sensible for the marketer to campaign using that particular keyword. To calculate the worth of the search engine visitor the marketer/advertiser will take the amount of profits from the product or service and the volume of visitors within a selected amount of time.  Suppose the profits were $2000 and the visitors were 4000 to the web site in a given period than each customer worth would be .50.  However, if the marketer pays .50 for the keyword he will not be yielding profit from the campaign.  So to increase profit margin he will want to bid a lower amount on the keyword phrases.

Keyword research is an expertise.  PPC advertising does not limit the amount of keywords to target and a marketer can have as few or many keywords as his budget affords.  Often times the marketers selection of keywords is poor and in this instance it is wise for the marketer to eliminate the keywords immediately.  This will only help to improve the campaign.  Some sites have a tool which helps the marketer to chose popular keywords and give suggestions to alternatives.  These tools are used by mass numbers however and knowledge of the industry will be a key in the successful selection of keywords.

PPC marketing will require the creation or composing of the most valuable ad content for the search engine advert.  This will be what will attract the ideal visitor to your site over the competitor’s site.  Employing proven marketing techniques will be necessary to make certain that your ad content posses the quality necessary for the audience and to beat out your competition.

PPC bid management is a primary strategy in your campaign.  It is identifying the maximum cost per click that you are willing to pay for specific keyword phrases.  Without this knowledge it is not wise to engage in ppc advertising. Testing keyword phrases is a practice often used with marketers however it too can become costly.  Educated guesses are not always valuable in ppc marketing whereas expertise is.  Costs per clicks are constantly changing and the marketer must regulate his campaign daily.  This can be based on a number of factors such as industry or internal factors such as that of the marketer’s profit margins.  It will very but ppc bid management is necessary in the successfulness of your ppc advertising campaign.

Always seek help when needed.  There are a number of resources for the marketer in pay per click programs such as forums, reviews and the pay per click expert that is often times less expensive than the amount of time and research the marketer will invest in their campaigns.

The pay per click expert will have the advantage for your pay per click campaigns as they have the expertise of the search engines and the industry.  They will be able to select the best and most cost affordable keywords and manage and monitor your campaign daily saving you money and eliminating negative holes in your campaign.

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