Pay-Per-Click Marketing

The keywords you target (and pay for) must be specific to what you are offering on your website. If you are a retailer, make sure that people who are looking for the products you sell are funneled directly to a page where that purchase can be facilitated.

This may sound like economics 101, but if you are planning to spend $5000 on a Pay Per Click campaign, then make sure you are generating enough revenues to justify both the financial outlay and the labor costs associated with the campaign. The good news is that you can keep your costs in line by adhering to a strict budget. If you limit your campaign to $100 a day, let's say, and your ads will stop being delivered as soon as you hit your daily maximum, and resume the next day. However, if you're spending $20 to sell a $15 shirt, it doesn't matter how many times a day it happens; you're losing money.

It is one thing to get your advertisement in front of the right audience. It is quite another to make the advertisement sufficiently informative, creative or entertaining to compel potential customers to click through to your site. Likewise, just because someone ends up on your website doesn’t mean they’ll find what they’re looking for; it’s important that the ad’s destination, or landing page, is highly relevant to both the search terms and the expectations set up by the ad.

The terrific thing about a Pay Per Click campaign is that you can immediately monitor your results. This gives you the opportunity to do A/B testing of advertisements, keywords and landing pages. It also gives you an opportunity to quickly end poorly performing campaigns or to enhance the ones that work best for you.

Uses keywords designed to direct visitors who are likely to be interested in your products and services

• Relevance: It is critical that the keywords you select are relevant to your company. Nothing angers a visitor more than being sent to a site that has nothing to do with his search. Even if the visitor leaves immediately, you've still paid for the click. The landing page for each PPC ad should be highly relevant to the search.
• Matching options: You can specify whether to bid on broad match keywords, (e.g. a bid on "website design" will show your ads for the query "website design company", but also "website design awards", or narrow your targeting with phrase match and exact match. You can also specify negative keywords, (e.g. setting the negative keyword "jobs" in an ad group with the broad match keyword "website design" will display your ad for the query "website design company", but not "website design jobs".

If you are only looking to attract local customers, you can specify that your ad run only on results geared to your neighborhood, your city or your state (i.e. Manhattan Dentist).

PPC allows you do deliver ads only at peak times for finding your potential clients and customers. However, you don