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The Importance Of Pay Per Click Management

By Paul Smith : A how to tutorial about Pay Per Click management, PPC management, Internet with step by step guide from Paul Smith.

Pay Per Click or PPC is one of the quickest ways to 'buy' your way up the page rankings. For websites that are just starting out and facing stiff competition, it's a great shortcut to a good page listing position. For established websites, Pay Per Click management is a useful tool that can drive targeted traffic towards your website depending on the keywords you use. But to ensure that your PPC is working, you have to think carefully about Pay Per Click management.

How does Pay Per Click advertising work?

PPC listings are provided by the search engines on a 'per-bid' basis. The search engines have lists of keywords that are popularly used by visitors to search for particular subjects. Let's take perfume as an example. If your website specialises in selling designer fragrances, you would bid for keywords such as 'designer fragrance', 'designer perfume' or even something as off the wall as 'posh pongs'. The keywords are 'sold' in an auction. If you bid enough, your Pay Per Click ad will include these keywords as primary keyword search terms. Every time someone uses those search terms, your PPC listing will be up there. If they then click on your PPC link, you are charged a certain amount by the search engine and the visitor is directed to your website.

Ego-based bidding

Sounds easy enough. But there are a few things to think about before you rush out and bid for those juicy keywords and set up a PPC link. It's too easy to get caught up in a bidding war for the choicest terms and the more you spend purchasing those key phrases, the lower your ROI will be. The more expensive key phrases mean that you are going to have to convert far more clicks into sales to make the initial cost viable. Beware of 'ego-based' bidding.

Choose badly and your PPC investment can quickly turn into a financial millstone that fails to generate any leads at all. If nobody is using 'posh pongs' as a search term, then what is the point paying for it for your Pay Per Click link? This is where Pay Per Click management comes into its own.

Manage your PPC

Most online businesses cannot afford to rely solely on PPC. It gets very expensive very quickly and, if you have chosen badly, can quickly drain your online profits down to nothing. Pay Per Click management allows you to take a step back and review your strategy and get the best possible ROI on your investment. It can help you in a number of different ways:

* Short term targeting - if your PPC campaign is designed to launch a new product or advertise a special offer, a quick way to generate interest is to incorporate a targeted Pay Per Click advert into your campaign. You can usually get one up and running within 24-48 hours, so it's an ideal short-term method of pushing a specific product.
* Niche sales - PPC is perfect for niche sales where the search terms are limited. It may restrict your marketplace to that niche, but in a marketplace with fewer competitors it gives you an immediate advantage.
* Data mining your results -PPC management gives you instant access to statistics so you can see immediately if your campaign is working. You will know how many click-throughs you are getting and if they are generating sales or not. By watching your stats carefully, you can quickly establish what works and what doesn't and if necessary, adjust your strategy accordingly.

Focus your Pay Per Click management strategy carefully and it can result in increased sales as well as a page one Google listing. From that can come other benefits such as increased original traffic, spur of the moment clicks that convert into a sale and a new customer bookmarking your site for future reference and a higher online profile. Manage it well and it can represent a great return on your investment. Manage it badly and it turns into a drain on your resources, so if you're not sure about how to organise your Pay Per Click strategy properly, talk to an internet marketing expert.

Original article published on PubArticles.com

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