PPC advertising can be a long-term and a short-term strategy. This is because you can control your campaign as much as you want to. It all depends on your budget. If you are profiting from your campaign, you can leave it running indefinitely. If you are on a tight budget, you can run the ads for as long as your budget will allow, then pause your campaign at any time. Researching into prime locations and prime keywords for you budget may be best way to capitalise on a tight budget. Just one thing to keep in mind.
What Is Pay-Per-Click & Where Do I Do It?
Pay-per-click advertising is often referred to as performance-based advertising. Basically, you pay for the results.
To put this in context, think of Outdated traditional newspaper classified advert. You needed to pay per word to run your advertisement. Similarly, you may have come across some websites that will let you run a banner advertisement for some amount of time if you give an up front payment. The problem with that form of advertising is that you have no guarantee about results. You could spend alot of money on “pay up front” advertisements, and end up going broke if your advertisement performs poorly.
The pay-per-click method of advertising, however, gives advertisers like you the advantage by letting you control your advertising costs. Instead of being charged for publication or advertisement exposure, your ads are run for free.
You don’t actually pay anything until someone clicks one of the link to your website hence the term “pay-per-click”.
Where To Run Pay-per-Click Ads
PPC ads are delivered by the pay-per-click search engines, like: Google AdWords Program. Google AdWords is leading the way in the pay-per-click industry. With the highest volume and traffic quality. However, it is also the most competitive and the most expensive. Bing Ads includes all of the engine formerly participating in the Overture program. High volume and traffic quality, but still requires careful research to find the cheapest clicks. As with everything in business you must research.
However, there are also a handful of small PPC engines (slightly lower volume) which offer high-quality traffic. You can use a mix of PPC engines in your campaign, especially if you want to get the most traffic possible for your budget. Don’t rely on only on PPC engine. This would not be the most effective way of getting a higher Click Through Rate (CTR).
Also, make sure you use both the large and small networks. The best thing to do if you are new to all this is choose just one of the major players and one of the smaller players. Doing this ensures you get the taste for which gives you the higher-quality traffic and if it is more cost effective for your company to use smaller or larger players in the game.
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