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Author: Manoj Aravindakshan Article source: http://www.selfseo.com/. Used with author's permission.
Pay per click (PPC) search engine marketing (SEM) has been a key contributor to the resurgence of online advertising since the dot com bust. To know how big this segment is, one has to just look at Google—most of its revenues come from PPC advertising.
The popularity of PPC marketing can be explained quite easily: relative ease of setting up, negligible starting costs, total control of budget and spend, unprecedented reach for the advertising message and highly results oriented. The immediate visibility into the results (and thereby, the effectiveness) of a campaign that PPC marketing offers marketers unmatched flexibility to act instantly on the results. With PPC marketing, the marketer is in greater control than the advertising medium. Yet, the fact is that PPC marketing has still not been adopted to the extent to which one might expect it to—there is an inexplicable reluctance amongst many small to medium enterprises to experiment with PPC campaigns. This can be attributed to inadequate awareness of the medium (search engines) and the method (PPC). However, small to medium sized businesses and marketers wary of search engine marketing need to realize that if they can apply the same basics of marketing, the probability of a successful SEM campaign is very high. A key differentiator of a PPC campaign from other forms of traditional advertising/marketing is the dynamic nature of a campaign. Couple that the ability to measure results instantly compelling a marketer to react and/or proactively alter campaigns to get a better ROI. Let's structure the execution of a PPC campaign into the following components: •
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