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In this week’s post we’ll be taking a look at advanced PPC management techniques that, if managed effectively, can make a big difference, both to the results you see from your PPC campaign, as well as the outgoing costs you’ll be charged.
First of all, for those of you who might be inexperienced, what is PPC management?
PPC (pay per click) is a form of online marketing used by websites to increase web traffic, and to get the website out there in front of new clients. A PPC advert is a search engine sponsored ad, and it looks much like any other website listing when you make a search on the search engine apart from that it will be tagged as a “sponsored ad”. The sponsored ads appear at the top of search results, putting your content directly in front of your potential customers.
The basics of your PPC campaign will consist in targeting the most appropriate keywords relevant to your product or service in order to attract the right customers. This keyword selection will work on the basis of research carried out by your PPC expert, similar to how keywords are implemented in the content of your site.
Going beyond the basics, your PPC manager can add great value to your PPC campaign by continually researching and experimenting with new keywords. It can often be the case that you can draw in more traffic even if the key terms that you use are less popular according to keyword research. By using these less popular terms you can also save money on your campaign.
In time, if the keyword research is carried out thoroughly, you will find your PPC campaign to bring you an increasing level of web traffic, and hopefully you will even see a decrease in the price you pay for each incoming click that visits your website.
Before we end this post, there is one significant factor to bear in mind when it comes to the success of your PPC campaign. The backbone to your PPC campaign should always be a strong SEO effort on the site, otherwise your new visitors might find their way back out of your site as quickly as they entered.