Friday, July 1, 2011

When is the Best Time to Start a PPC Campaign?

Pay-Per-Click, or PPC Search Engine Marekting, is quite lucrative for Google and the other tier one search engines. The online market dictates competition which yields higher Cost-Per-Clicks. Some keywords could cost anywhere from $2.00 to an upwards of $82.00 per keyword phrase. It's pretty insane.  It does work to increase new acquisitions though.

What are the benefits to PPC? You can get your ad rotated right on page one of Google, Bing or Yahoo/MSN. If you run through your budget, your ad will find its way off the Search Engine Results page as quickly as it got there. If you are strategic in your efforts to market your NEW product or service, even remarket it, then you might find PPC is well worth the money. If you are a highly competitive business, you may want to consider running a small PPC campaign. The great thing about Adwords is you can target any geo location to rotate your advertisements. You will also see where every dollar is going as long as your tracking is set up correctly. Then you can decide if the Return on your Investment is there or not. If you don't have a decent budget to invest in PPC, then don't waste your time.  Try another marketing strategy that benefits your budget.

Once you set up your Adwords campaign, be sure to link it to Google Analytics for more robust metrics. You will be able to measure page views, unique visitors, bounce rate, and more. It gives you a great gauge for your performance and helps you optimize accordingly. If you are not too savvy with managing and optimizing online campaigns, definitely hire an agency to do it for you.  You will find it's worth a few extra bucks to pay an expert in the grand scheme of things.

After you get your name out on the web via PPC, it's best to work on a simultaneous SEO and social media/PR campaign to continue the legacy.

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