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PPC Advertising - Hero Or Villain?

By John King

Republish: EasyPublish™ Published: 19Nov2009 Word count: 525 Viewed: 416 time(s) Get Free Content For Your Site

People often wonder what on earth is all this fuss about Pay Per Click advertising. Isn't PPC just throwing good money after bad just to get a ranking position on a place on the page where nobody even looks? Isn't it just setting yourself up for click fraud and huge bills? Isn't it just a waste of money, feeding off the poor decisions made by the naive PPC campaigner? Or... is it a miracle of modern day advertising?

Well, there's and awful lot more to pay per click advertising and most of it is GOOD!

I've Got My Website So Where Are The Visitors?

There's really no point in setting up a new website and then sitting there hoping someone might stop by, it'll be some time before anyone in the World Wide Web will even know you exist. This is where Adwords excels - the results can be immediate.

There's no doubt about it, if you go head-first into Google's Adwords with very little knowledge of how to set up and run a campaign, you can easily end up with very burnt fingers. Having said that, there are many extremely appealing reasons why you should consider including PPC as part of your 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 a fee when a potential buyer/client makes a click

- Precisely targeted ads focusing on the right customer

- Incredible tracking facilities to continually improve results

- Excellent free keyword research tools provided by Google from within the 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. The lines are most definitely blurring as Google tries to rid Adwords of the junk ads and websites that have littered the rankings in the past, and in doing this they expect the following:

- Relevant landing pages (the pages that people land on after clicking)

- Good, honest, valuable 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 make things very expensive so it goes without saying that it's a whole lot easier to do what 'Big Brother' says!

So to summarise, Google's Adwords pay per click advertising really has masses to offer if run in the correct way. If it's not run correctly, it can be a very costly experience 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 charge by the hour and can be quite reasonable.

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