 PPC Advertising - Beauty Or The Beast?Published Date: 2009-11-08 14:33:00 WorkOnInternet.com
I've Built My New Website So Where Are The Visitors? There's not a lot of point in setting up a new website and then sitting around hoping someone might decide stop by, it will be some time before anyone even knows you exist. This is where Adwords excels - the results can be immediate. There's no doubt, if you go diving head-first into Google's Adwords with little or no knowledge of how to set up and run a campaign, you can easily get your fingers burnt. That said, there are many appealing reasons why PPC should be considered as part of your complete advertising portfolio: - Once you open your Google account and set up your campaign the search engine results are almost instant (unlike organic, free search engine rankings) - Only pay when a click is made by a potential buyer/client - Laser targeted ads focusing on just the right customer for your business - Incredible tracking facilities to continually improve results - Advanced and free keyword research tools provided by Google from within the campaign user interface - Accurate daily budgeting - Great testing possibilities for new products including geographical catchment areas and even product names - Click fraud protection - Great brand awareness - Can be great a great complement to a successful SEO campaign SEO Principles For PPC Many of the solid and worthy principles that apply to organic search engine optimisation can now be applied to your PPC campaign with great effect. Google has definitely blurred the lines in an attempt to tidy things up and rid the PPC search results of junk websites, and in doing so they now expect the following: - Relevant landing pages (the pages that people land on after clicking) - Good, valuable, honest website content - Well written relevant ads - Proper multi-page websites If these quality guidelines are not adhered to Google will quickly lower your quality score and up your click price. This can mean things get very difficult and expensive so it goes without saying that it makes obvious sense to do what Google says! So in summary, Google's Adwords pay per click advertising really has an enormous amount to offer if run the right way. If it's not run in the right way, things can get very costly indeed. If you have no idea what a 'split tested ad' or a 'negative broadmatch keyword' is, you may need to do some serious studying on the subject first or employ the assistance of a professional PPC firm. Many work by the hour and can be very reasonable. ------------------------------ The author is based in London, England and works in the website design industry. He successfully uses the services of SearchWatch, a UK PPC and SEO company for all his search engine marketing needs. SearchWatch can be found at: http://www.searchwatch.co.uk |
