The Top Five Considerations for Pay-Per-Click Advertising

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Pay per click advertising on the internet is just as it's name implies - the advertiser pays when their ad is clicked. There are several places on the internet that pay per click ads can be placed. Many of the search engines have a program and Facebook does, too. The two most common and most used programs are Google AdWords and Facebook Ads.

There are quite a few marketing people who would tell you that pay per click is a great way to bring in targeted traffic. I understand their point of view, but I think that before you draw that kind of conclusion there are some details that must be acknowledged. If you don't know what you're doing, a pay per click campaign can cost a great deal of money and still not deliver your desired results. There are several reasons this is true:

• The ad must be near perfect


• The campaign must be set up in a certain way


• You must be targeting the right keywords


• You must understand your competition


• Your budget must be realistic

Your ad must be very strong - practically perfect. You must have a compelling headline that makes people notice it. You must include a benefit that means something to the people who see your ad. Your offer or a feature of your offer should come next. All this must grab the attention of the searcher and you have very little space to do that. If your ad copy is irrelevant or dull, nobody will click to see your offer. If they don't click it you won't pay, but you won't get the traffic either.

There are many aspects about a campaign that you must understand. You can target geographic areas, run your ads at certain times of the day, and there are other options that you can use. You'll need to understand your audience and their search habits to get the most out of your pap per click campaign. You definitely don't want to target areas or markets that aren't interested in what you offer. Also, you don't want your ads to display in other geographic areas if you only serve a particular location.

Keyword research is very important when setting up a pay per click campaign. Your keyword list must be extremely targeted to keep your ads from displaying to searchers who really aren't interested in what you offer. Keep in mind that you will pay any time your ad is clicked. It doesn't matter if the searcher didn't mean to click it or if it ended up not being what they thought it was. It only matters that they clicked for you to pay for that click. That is the main reason to be super careful in your choice of keywords.

Be sure to look at the ads your competition is using and try to do a better job in creating your ad than they're doing. Remember that the more competition for the keywords you choose, the more a click will cost.

As for your budget, be aware that pay per click charges can add up very quickly. Set a budget number that you can afford, but also understand that it may take a significant amount to get the kind of results you need. If your product is a big ticket item, you can potentially afford to pay more to get a sale but that decision is one that only you can make. It's true that some very competitive keyword phrases may cost as much as $50 per click, but it's more common to see click charges in the $5 range for each one.

So, before you embark on a pay per click program be sure you've gotten all the education you can get to avoid costly mistakes.

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