Whether you're looking to do Paid Search Advertising yourself or to hire someone to do that for you - you should know what makes a Pay Per Click campaign successful - or you will end up suffering.
Paid search advertising may look deceptively easy to do. Countless times small business owners decide (and correctly so) that PPC is going to do wonders for their business and 'dive' right into it...
Unfortunately most of them don't really educate themselves enough on what to do and how to do it, and then they end up spending a helluva lot of money, with little to no results. Next they declare that Paid Search Marketing doesn't work and then they're out!
Alternatively, the small business owner hires an overpaid, over-promising PPC management firm, and lets them do whatever they like - not knowing what to be aware of in order to make sure he's getting the best possible results for the best price...
Well - despite the doom and gloom scenarios above, I'm here to tell you that PPC works for most businesses!
It works very well, and can be one of the best, quickest, most cost effective and best tracked medium of advertising/promotion there ever was... Sure, there are other ways you can market your business, but if you know how to, and if you want almost immediate results that are fully tracked - then PPC can't be beaten.
OK, let's get to the top 10 essentials of Pay Per Click marketing:
1. Know your market place
It's as obvious as daylight, but people still go into PPC without doing their research. Bear in mind that you may know your market place offline, but when you consider the internet - it may be a whole different environment. So make sure you look into it - even if you have to pay for professional research - it will be worth your while.
If you're letting an agency manage your paid search, then make sure you ask them about your market - make sure they have done their homework thoroughly.
2. Know your target audience
About the Author: Anita Chaperon is an experienced Paid Search Marketing professional who has managed multi-national campaigns with large budgets for a variety of small and medium businesses. For more information on how to make paid search work for your business, visit Consultjing.com.