March 21, 2012

Pay-per-click (PPC) advertising is a potent weapon in the advertising arsenal of any business owner or internet marketing, but it is crucial to your bottom line that you really understand how to use it effectively.

While you can simply sign up for a Google AdWords account and start throwing money at it, you’ll make your advertising campaign much more cost effective, much more effective, and much more sustainable if you integrate your PPC campaign with the advertising efforts that you already have underway. Read on to learn how you can do just that.

Before you can get started with PPC optimisation, let me discuss briefly what PPC exactly is, and what it is not. PPC advertising is advertising whereby you pay a fee, typically somewhere in the range of a pound but often considerably more, dependent on the popularity of the keyword in question, each time someone visits your site by clicking on your advertisement. Google AdWords is the leading provider of PPC, but all major search engines offer a similar service.

So long as you understand the basics of how it works, PPC can be an effective way to quickly drive a large amount of traffic to your site. However, it is not the most sustainable business model, as you have to pay a set amount for each customer sent to your site. Obviously, it’s much more cost-effective to draw these customer through unpaid search results (SEO) and social media marketing.

With this in mind, one of the most effective marketing tactics today is to use PPC advertising to help build your brand. So when you’re just starting out , or you’ve just released a new product, you ramp up your PPC advertising considerably. This drives traffic to your site, and creates buzz on the social networks. This, in turn will drive more people to your site.

Over time, the high quality content that you’ll continue to add to your site, combined with the social media attention and the additional traffic that continued PPC advertising will cause your user base to reach a critical mass, a tipping point, if you will, and drive it into self-sustainability. Once you reach this point, you can start the phase out the paid advertising in order to usher in a more sustainable advertising model.

Nothing breeds success like success, as they say. Use PPC advertising to get success in the first place, and then once your site gets noticed, let it roll on its own from there.




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