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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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Benefits of PPC

The PPC industry has undoubtedly become the largest digital marketing activity on the Internet with reported annual spending figures reaching $14bn last year. So the big question is, why are online companies using this advertising technique and what are the benefits to using this business model on the Internet today? Well, here at Bough SEO we will aim to deliver some of the reasons why people are spending huge budgets on PPC advertising:

Benefits of PPC


PPC drives excellent volume of traffic


PPC advertising allows websites to quickly generate huge volumes of traffic and leads to a large selection of their web pages. With over 10bn search queries made per day on the Internet, the size of the PPC market to drive customers, conversions and ROI is unquestionable

You only pay for the traffic you receive

The benefit of PPC advertising is that the advertiser only pays for the actual traffic that is driven to their website via the publishers. This is the only marketing medium that you can specifically quantify the results, as marketers do not pay for the ad space, and that performance is solely measured when your customer has engaged with your product.

Target your customers better

All PPC advertising, via top tier search engines, generates targeted visitors to your website. The utilisation of proper keyword research will help to reach your target audience/ market more effectively than traditional marketing. With PPC advertising, every dollar spent is maximised fully as your campaigns directly target your potential customers.

Instant Results and Flexibility

PPC traffic offers a unique marketing approach that enables online businesses to drive potential customers to their website instantly. Whether you are a start-up business or a Fortune 500 company, PPC advertising can drive targeted customers to your website within hours. This unique marketing opportunity provides the flexibility needed for businesses to strategically meet and exceed campaign objectives by instantly showing performance metrics. With PPC, you can instantly enjoy the results, trace performance, and then optimise the campaign all within a 24 hour period.

Cost Effective Advertising Solution

Unquestionably, the PPC advertising model is one of the most cost-effective digital marketing strategies and definitely outperforms traditional advertising. With PPC, advertisers get to test the market before further extending their campaign. This allows marketers to fully optimise campaigns to ensure that the most cost-effective marketing solution is exploited before fully committing to the advertising campaign. Due to the large PPC market, there is scope to purchase long-tail traffic at extremely low prices.

Results are Quantifiable

Due to the nature of PPC advertising, the results are quantifiable as you are only paying for the visitors that land on your website. Basically, with this marketing technique you can quantify the cost of every visitor, allowing you to calculate figures such as conversion rates, and ROI. This quantifiable technique is highly desirable for businesses and individuals who want to closely monitor their marketing performance.

Also there is a wealth of online tools that help you track, monitor, and optimise the performance of each specific PPC advert allowing your business to generate even better ROI results. PPC advertising is the easiest digital marketing solution to quantify and monitor as there is a wealth of data and statistics related to each PPC campaign that makes it very trackable and manageable.

Integrates with other marketing campaigns

PPC advertising also plays a pivotal role in assisting other marketing campaigns, and can easily be used in conjunction with other forms of online and offline advertising to create an excellent marketing mix resulting in large volumes of traffic. For example, PPC adverts are a great way to create brand awareness of the product. If the PPC ads are placed within high traffic sites and also highly searches keywords within search engines, the number of people who see the advert is huge. Even if these Internet browsers don't click, the advert leaves an impression about the brand in their mind; hence PPC aids brand awareness.

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