PPC (Pay Per Click) is a service of internet marketing provided by Google (and other search engines), whereby the advertiser will pay an agreed fee every time one of their advertisements are clicked. This enables your advertisement a prime position on Google’s pages and makes it visible for potential customers who have searched for your product or service. Basically it is a way of buying your way to prime positions in the search engine.

The system works by allowing the advertiser to bid for advertisement placement in the search engine’s links when someone searches on a relevant keyword. For example if you search for ink cartridges for your Epson printer, and use the keywords “Epson Inks” the first 4 results on the top of page 1 will usually be paid spots.

Every time your ad is clicked, you will have to pay the search engine a fee. This fee will largely depend on the product or service you provide, but is usually quite small. The fee paid can be minimal when compared to the profit or margin made on the end product, depending on what you may be selling, and it is quite easy to measure the cost by the results achieved.

A lot of time is required for PPC management and monitoring and you should be prepared to learn how to use the system, and devout about 1 hour per day to managing your advertisements, or you may end up wasting a lot of money. Google have an excellent step by step learning method, but time and effort is required to master, and maintain this. The easiest thing to do is to go to Google AdWords, sign up and experiment. You will find Google provide excellent tuition and assistance, with a phone in help desk, for any problems.

If your ads and landing pages are useful and helpful to end users, Google may charge you less per click, which will result in higher profits for your business. So if you decide to start using PPC, it’s important to learn right, or alternatively pay someone who is knowledgeable of the system to do it for you. Again caution is required and try to secure someone who is recommended to you and will not waste your marketing Euros.

The cost of your PPC campaign is very transparent but the system Google use to determine how your advertisement is shown can be complicated. Just remember what Google want is to satisfy the end user by providing the best result that matches the keywords they use to find what they are looking for.

The minimum bid needed, the cost per click, the daily budget you decide to use, the location you want your advertisements to reach, the specific type of person you want to reach, the time of day you want them showing, and just about every detail is manageable by you. Remember you are in the driving seat at all times, with full control of all the features of your campaign.

Relevant Keywords are the key to success with AdWords. Your whole PPC campaign is built around having the right keywords. So some keyword research is essential to drive valuable customers to your advertisements and web site. Google will recommend numerous keywords for you but remember you only want customers that will purchase your products or services so beware of using wrong keywords. Again there are tutorials and advice within Google to assist here.

Setting up your advertisements are simple enough and step by step instructions are provided on the AdWords site, so if your business needs some online marketing, this is one such vehicle for you to try.

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