Make Pay-Per-Click Pay Off

Posted by: Rod Kurtz on August 7, 2007

Online advertising through pay-per-click (PPC) ads has become more effective than traditional print advertising for reaching your target audience. And when handled correctly, PPC ads can increase your sales without killing your profit. Here are some ideas on how to do it right:

•Don’t get caught up in having the top keywords. Second-tier keywords are cheaper, and might get you better results.
•Diversify your ads. Advertise your best-selling products or services, rather than your actual business type. This will let you maximize second-tier keywords.
•Don’t settle for just Google. Spread your ads across multiple search engines for increased exposure. Second-tier search engines such as ask.com or MSN can save money and still hit your target audience.
•Target ads by geographic location. The last thing you want is to have your local business ad show up in Germany, and get clicked on. Match your ads to your business address to ensure appropriate response.
•Make your Web site clear and clean. The site connected to your PPC ad should be easy to understand, and clearly persuade the potential customer to take immediate action.

Implementing this advice will quickly increase advertising’s impact, and grab extra eyeballs from the Web.

Andy Leff
Chief Executive Officer
Incplace.com
Philadelphia

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