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The Basic Principle of PPC Marketing
The PPC engines each have their own systems and they are prone to frequent changes over time. It is not possible to give you a detailed guide here. It is advisable to read their guides in depth. It can end up costing you rather more than you expected to pay if you do not have a good grasp of their systems.
The principle of PPC is the same across the various operators of these types of marketing i.e. that the more you are willing to pay for a given phrase, and the more you are prepared to spend per day, the more often your keywords will appear and the higher up they will show in the listings. But, do monitor your daily spending closely and do be sure to check whether any of this is turning into actual business for you. More details of how to track the success of your advertising can be found on our Ad Tracker page.
You may change your bids frequently e.g. when you spot that one of your competitors is bidding aggressively and is out-ranking you in the listings. You can then raise your bid to regain your position above them. If you are not careful, this could develop into an auction situation where you end up bidding far more than you intended. It is also rather time-consuming to have to keep checking your PPC rankings and adjusting your bids accordingly.
Google Adwords Google's system is very sophisticated such that they can display your links, not only in the right hand column of their search engine results pages, but also on other web sites that are relevant to your theme. Millions of web site owners carry Google ads on their sites and Google can analyse the theme of each page and then deliver ads that are relevant. In this way, your ads are targetted onto thousands of other web sites where you should expect to find people who are interested in your services.
Google's system takes a little getting used to so studying their Help sections is vital.
Google also has some good refinements on offer e.g. the ability to target your ads to within a given distance of a geographical point e.g. your base address. In this way, if you only offer services within, say, 30 miles of your base then your ads will only be shown to people searching within that zone (this is achieved by Google being able to determine the geo-location of the person who is doing the searching).
Yahoo Search Marketing
When we are asked to run PPC campaigns for clients of ours who are in highly competitive sectors, we prefer to concentrate on the less popular, but cheaper, phrases associated with their businesses and we leave the site owners who have huge budgets to outbid each other on the more obvious phrases. The less popular phrases, despite not being searched for as often, can usually be guaranteed to bring in some enquiries and at more affordable levels.
Yahoo SM can be found here - Yahoo SM.
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