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We’ve all seen the “sponsored links” featured at the top of the page when we use a search engine to find a particular product, service, or information online. These priority links are sponsored by the search engine and are highlighted or emboldened to catch our attention. These links are a form of advertising, and they are known as PPC (or pay per click) ads.
These ad campaigns are optimally setup by your PPC manager, who will research the most appropriate keywords to use to make your campaign competitive. More popular terms can be more costly than less common phrasing as they better match the probable terms a user will use to search though this isn’t to say that the most common / expensive terms will be best for your website.
So is PPC management to be used as a sub for SEO? Although this seems to be a common misconception and a practice that many types of website focus on, strictly speaking, a PPC management campaign should be used to bolster or add an extra dimension to your SEO techniques. Though a PPC ad campaign may help to pull traffic in, it won’t keep users on your website if the site itself is of poor quality, thus, SEO is still essential alongside a PPC campaign.
Setting up your campaign is simple enough, and you can choose the budget you want to spend. So if you are uncertain about PPC as a method, it is possible to try it out without spending a fortune. This is probably a worthwhile exercise for any business, at least, to demonstrate some of the possible benefits, which we’ll go over now quickly.
The most obvious benefit of a PPC campaign is that it can have a massive effect on incoming traffic to your website, and with relatively little work on your side. It also shortcuts your efforts to attain first-page placement by putting your site centre stage on the first page of Google.
Managing your campaign
When it comes to managing your campaign, there are a variety of factors that your PPC manager can look at to produce better or more cost effective results. Which keywords are performing best with your audience? Which ads lead to the actual sales? Which ads are wasteful or too expensive for the investment they cost? These are all questions your PPC manager will analyse and edit to tune your campaign.