A guide to Pay Per Click (PPC) advertising for beginners

Jan 16th, 2010 | By | Category: search engines

In this article I will be giving some advice regarding Pay Per Click (PPC) advertising for beginners.

Its important to mention that even though SEO has many more long term advantages then PPC advertising, PPC advertising can also be a cost affective and efficient way to gain targeted traffic to your website. If done properly it can be a good way of promoting your business.

The many people that practice SEO will already know that SEO is not a magic formula which will shoot your website to the top of the SERPS over night, it actually requires alot of patience and many factors are considered. During this time webmasters will need to use additional forms of advertising and PPC will work treats.

However there are a few things that New to Pay Per Click marketing users should be aware of.

What is PPC and how does it work?

Pay per click marketing guidePay Per Click aka PPC is a form of paid advertising on the search engines or content sites. Google is very famous for its PPC advertising. Google shows paid advertising results in the right hand side of the search results and also the top 2 or 3 yellow shaded areas above the organic results. You can get on the first page of Google in no time at all.

To participate in PPC advertising the user is required to open an account with whoever they want to advertise with – for our examples we will stick with search engines like Google or Yahoo.

Once the advertiser has set the account up they will then need to start building their campaigns – choose what keywords they would like to bid for – create their ad-groups and write up a ads copy just to name a few.

Once this has been set up the advertisers Ads will get reviewed by the guys at Yahoo or Google and then the campaigns will be managed by them – provided that everything is ok – so there are no violations of guidelines then your ads will start to show.

Many new advertiser think that's all they need to do, then sit back and wait for the traffic to role in. I wish it was as simple as that, unfortunately it isn't. What we need to realize is that the guys at google and yahoo get so many updates and new ad campaigns which all need verifying that many times your updates or new ad-groups may not get approved because the big boys haven't had a chance to review them.

I must mention that this is more of a problem with Google then it is with Yahoo. With Yahoo you can actually see the status of your campaign which will read something like 'editorial pending' If you see the status of your campaign has been like this for 10 days or so then you know that someones forgotten to do their job. A quick email to your account manager should get this sorted.

With Google this is a little different. As soon as you submit new campaigns the status will read 'active' , however when you go over to the google search engine and do a search for one of your keywords you will see that you don't come up. So you check your account the following day and see that you haven't had any impressions. The status says active but still no impressions so you might think that the keywords you have chosen are no good. This is not the case – even though your status shows as active in reality the reasons why you don't have impressions is because someone at Google hasn't reviewed your campaign.

So the best piece of advise to a new PPC user would be to make sure you monitor your account frequently – If you see something strange or something doesn't add up then send an email to your account manager. Don't worry about sending multiple emails in one day – Your job needs attention so get your account manager working for you.

Tags: pay per click

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