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PPC Marketing – A Beginner’s Overview

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. In short, it buys visits to your site, instead of trying to “earn” those visits using organic methods.

Search engine advertising is among the most common forms of PPC. Each time someone searches on a keyword that is related to an advertiser’s products or services, that company or business can bid for ad placement in the sponsored links of that specific search engine.

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. With PPC working as it should, the fee will be almost negligible, considering the visit can be worth so much more than what you pay for it.

Conducting PPC marketing via Google AdWords, the world’s most popular PPC advertising system ever, can make a huge difference in your online business success. To maximize your gains from your PPC advertising campaign, focus on 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 – Google looks at the keywords you use, your landing pages, and your PPC campaigns as basis for rating you with a Quality Score. 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.

One of the best ways to do that is to make your campaign stay relevant. Obviously, you don’t want to be spending money for Web traffic that will not help your business grow. Also work with as many relevant keywords as possible. Don’t only choose keywords that are most popularly used 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. Be sure to include as well those long-tail, less competitive and cheaper keywords that are meant for more specific searches – they usually make up the bulk of search-driven traffic.

How to Manage 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. Growing your PPC keyword list (new relevant keywords are born everyday).

2. Classify non-converting keywords as negative keywords to boost campaign relevancy and drive down down wasted costs.

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

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