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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.
Like an advertising adventure, there are both pros and cons to investing, so let's walk through a few things to expect, before you spend a single penny. Let's go through the pros first. Some of the top pros of doing PPC advertising, are that you set your budget amount, and you can expect that the search engine will adhere to that. You can choose the words or phrases that you bid on. There are no contracts with the search engines, no additional fees. You can turn it on and off, as you need. And you set the maximum bid prices on a per keyword, and ad group basis. Some additional pros, results can come in very quickly. Sometimes as little as a day, or a few hours.
You write the ad text yourself. Changes are easy to make, and upload fast, to the search engine. There is free customer support available for both Google and Bing, online and over the phone. It can be a cheaper form of advertising, and the most important pro in doing PPC advertising, visitors are a targeted user. They search for you. They went to Google or Bing, typed a query into the search box, and hit go. They're looking for you. Of course, there are some cons as well, as with any form of advertising. Some things to consider, it's not for every industry. For example, if you have a lower price point and the cost of the clicks are high, it wont even out.
Assume that whatever money you've set aside for PPC is gone. There are no guarantees, that you'll make it all back. It can be confusing. There is a lot of vocabulary and options to learn. And it can be competitive. If you're industry's competitive, it may not be any cheaper than any other method of advertising, when all of the costs and clicks are added up, and compared. And then, you have to watch and be aware of click fraud. This is where people or robots, maliciously click, on your ads to cost you, the cost of the click, but have no intention of buying. The search engines are actually quite good at detecting this behavior, and crediting advertisers automatically.
But if you notice the volume of clicks you're buying goes up suddenly, you might need to investigate possible causes. And last but not least, competitive industries require competitive budgets to match. This is something I see time and time again. For example, if your product is expensive, and sales are infrequent, you'll need more budget to buy more clicks, to find buying customers. If your keywords are expensive, say in the insurance or law verticals, which have clicks that can cost up to $50 each or more, a monthly budget of $500, will not be sufficient enough to find new clients or customers.
This was just a quick list of things to consider, before starting a paid search marketing effort. Each person's experience will be different, but the more you can educate yourself before you get started, the more likely you are to be successful, and the less money you will waste.
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