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Considering PPC? Ideas to help your decision
March 25, 2006
PPC has been all the rage and will continue to be for as long as there is significant dollars involved. When asked what I do I invariably launch into an explanation of what Pay-Per-Click is and how it works. Besides the occasional look of blasé’ I usually find that people are surprised to find that there are actual paid placements on the search engine results pages. Now this comes as shock to me, but I’ve been around it too long so I guess it really shouldn’t.
I also find that a lot of people seem to have the Field of Dreams mentality…..�if I build it, they will come�. They assume that people will come to their site as long as they just put an ad out there. They probably will get some traffic, but not the kind they are hoping will come. Effective PPC campaigns contain more than the highest bid, they also combine quality copy, and effective calls to action.
This trio of ingredients combine to help a PPC campaign reach higher than it can with just a strong bid. Google refers to this as the Multiplier, and Yahoo refers to this as the Click Index score. An important question to ask your PPC manager is how they plan on integrating these key components so that they can work together to maximize the effectiveness of your campaign.
So, considering a PPC campaign? Remember that although the results can be instant, to truly drive the traffic you want, you’ll need to do more than just pay the highest bid.
All posts by Brent Sharp
posted by Brent Sharp at March 25, 2006 11:02 PM
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