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There are billions of websites online now and the number is increasing steadily with each passing year. And this jostling for space and attention creates a major problem for most of the websites... NO TRAFFIC, NO CONVERSIONS. There are websites promising better rankings and better traffic in a short period of time. But how do you trust them? How do you make sure that they stick to the norms and ethics of online marketing?
This is where the fool proof method of sponsored listings or paid listings come in.
Pay-per-Click Campaign or Paid Marketing involves paying money to PPC Search engines, to get your ad displayed for specific keywords. The ranking that your ad is allotted depends on bids. And you pay the PPC Search engines for each click that you receive.
Selecting the PPC Search engines
The first stage of a PPC campaign is the selection of PPC search engines based on their popularity and the amount that you willing to pay. The two most popular PPC search engines are Google adwords and Overture. There are many other second-tier PPC engines like MIVA, Goclick, Enhance, Searchfeed, Looksmart, 7search, Search123, Kanoodle and lots more.
Finding the right keywords to advertise
The next stage is finding keywords relevant to your website. This keyword selection is based on different factors like what product or service you would like to advertise, the popularity of keywords, current conversions, expected profits etc. There are tools like Wordtracker, Overture Search suggestion tools, Google keyword tool to help you find the right keywords.
Writing the ad copy
Then comes the most important part of a PPC campaign - writing the ad copy. Since the PPC search engines give limited space to display the ads, the ads must be concise, catchy and smart. The CTR or click through rate (number of clicks/number of impressions) depends on the attractiveness of the ad copy.
Continuous monitoring and tweaking
Your work does not end once the account is set up in the PPC search engines, the ad listings and the keywords. The ads and keywords have to be continuously monitored. Since the position in which your ad shows up is based on bids, the bids have to be continuously monitored and tweaked so that you don't spend too much or too little. Most PPC search engines give all the necessary reports, but you could have your own software too. Webanalytics tools like Webtrends and ClickTracks have features to monitor your ad campaign provided you configure them.
With natural or unpaid methods of search engine marketing, the results are not completely predictable and it also takes a long time for the results to show.
With PPC campaigns or paid marketing, your ads start showing as soon as the account is set up, at rankings that you decide. This gives you much greater visibility. And if your ad copy is good enough, you get good and qualified traffic in no time.
The benefits of PPC Campaigns are -