PPC Campaigns – Getting Started

A pay-per-click (PPC) campaign is an affordable and effective online advertising method that can prove especially useful for small and new business.  However, like any form of advertising, a PPC campaign only works well when serious thought goes into its implementation.  The PPC campaigns that work best are those that are planned and structured carefully from the very beginning.  Here are some points to keep in mind when you are getting started with a PPC campaign.  Many of PPC Company and other PPC agency will help you to get more relevant traffic and effective conversion ratio in short time.
Specific keywords and text are generally more effective than overly broad concepts and ad copy.  Most likely, you have a broad, over-arching theme for your PPC campaign.  If so, your first step should be the generation of specific categories and keywords related to that theme. For instance, if you are creating a PPC campaign for a company selling Canon cameras, you will want to create separate ad groups for the specific types and models of Canon cameras that the company sells. Likewise, more specific ads that include specific keywords and search terms are more likely to result in conversions to sales than broad, vaguely worded ads. Consumers looking for a Canon Rebel Digital SLR are more likely to click on an ad and make a purchase when the ad includes the keywords “Canon Rebel” and “Digital SLR” and specific information about those products.  An ad containing only broad language such as “Canon cameras” or “digital cameras” is less likely to result in a conversion.
Once you have a set of specific keywords selected for the PPC campaign, you should create a minimum of three ads for each keyword phrase. This will allow you to experiment with different kinds of ads and see which strategies work best for the specific product or service you are marketing. Try ads that include product prices and ads that don’t. Vary the language from ad to ad, and emphasize different aspects of the product in each.
Another important consideration in structuring a PPC campaign is selecting the best landing pages for the ads you create and the products you market. If the text in a PPC ad is based on the keywords “Canon Rebel,” then the customer should be taken to a page that sells or showcases Canon Rebel cameras when he or she clicks on the ad. Using a site’s home page as the landing page is not a wise strategy because the consumer may not want to spend time searching the entire site for the specific product he or she is interested in.
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Search Engine Marketing Basics & History

SEM, or search engine marketing, is the process of promoting websites to get them noticed by search engines through a variety of methods.  Some of the techniques used in search engine marketing include paid advertisements, search engine optimization, paid inclusion, pay per click advertising, and more.  Using the term “search engine marketing” has not been extremely popular compared to the more specific terms of marketing websites.  Over $13 billion U.S. dollars were spent on search engine marketing in 2008 alone.  Many times, companies looking to optimize their sites pay other third party companies to do it, since it can be rather complex in nature.
The history of search engine marketing, or SEM, will show you that in the beginning of the internet, there really wasn’t a search engine. You had to know the URL or click on links to find your way around.  By the mid-1990s, search engines began to appear to help with these problems.  Pay per click was begun at this time, and paid searching opportunities for those trying to advertise their website would be born time and again.  Google AdWords began in 2000, allowing a very good marketing program for advertisers, and by 2007, PPC, or pay per click, was the predominant figure in online advertising.
This birthed the SEM consultant businesses for many companies to offer their search engine optimization services.  This SEM service was in dire need, and continues today to provide many helpful services for companies who don’t have the interest or the time to do this themselves.  This helps them to open up their time to focus on their business, rather than the promotion of it.  They are the marketing department, outsourced, for the purposes of gaining traffic to the website.  Every company who does sales has a marketing department to analyze what’s working and what’s not, and that’ just what they do.
Within SEM practices, there have been some major advances lately within the Search Engine Marketing Management field.  They are managing the SEO and pay per click concurrently, and also working web page design and other factors that relate to the experience of the person coming onto the website.  Of course, there is some disagreement as to the ethics of such practices, but the truth of the matter is that companies have always done their advertising, and will continue to do so, at any price or using whatever method is necessary.   In any case, the search engine marketing practices will continue to develop and unfold in the years to come!
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PPC vs. SEO: The Pros and Cons of Each

The PPC vs. SEO battle continues.  Which is better? Which is more cost effective?  How about easier?  Which has better results in timing?  Each person has their own opinion on which works better overall, and why.  Perhaps each business type has different needs, so the results of which is better depends on which need that style of website marketing works better. Let’s review some of today’s current facts on each part of this, and you can decide for yourself.
Some believe that using pay per click, or PPC, is wasteful on your budget when search engine marketing, or SEO, can be done for free!  However, pay per click tends to have much higher click through and conversion rates.  They say that even though this is true, only 12% of traffic comes from pay per click, while 88% comes from search engine optimization.  Both can be customized, but pay per click is easier to customize.  It is also easier to set up pay per click.  Consider then also, that pay per click is also easy for your competition to set up too.  So both have their advantages and that’s a no-brainer.  SEO is offering more traffic, and has less limitation.  However, it’s a little tougher to use.
PPC is quick and it can be updated instantly.  Using pay per click, the keywords can be switched over the instant that they are discovered to be ineffective.  With SEO keywords, this is definitely not the case.  It involves time and effort, and editing to get that job done. It’s not so easy to do.  Then on top of that, the spiders and bots of the World Wide Web have to come back around and re-categorize each page.  Pay per click does well on SERPs, because it will stay in its place.  As with all search engines, real-time results get the prime spots.
Both SEO and PPC have some issues which prevent them from being the top choice for all people and businesses.  Pay per click limits you based on your budget, but it’s fast, easy, and simple to change up at a moment’s notice, while SEO is essentially free or very low cost, you can’t change it up on the dime.  Using the two together is usually by far the most popular approach. This is good to get your site natural good rankings, and if you need to keep traffic coming, using pay per click is a good way to do that while making other changes.
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