Using Keyword Based Pay Per Click Marketing

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December 24th, 2008 by Alan

PPC marketing on the Internet is based on search engines various advertising networks, forums and blogs. It works by showing advertisement ideal to the target market based on the their keyword search, however only once the user clicks on the advert to visit the advertiser's website will the advertiser be charged.

PPC is broadly divided into two categories namely keyword based PPC and content based PPC. Keyword based PPC will display the advertiser's keywords on the search engine's results page based on user's search whilst content based PPC will display the adverts on the advertiser's website such as newsletters, emails and blogs.

Many search engines may use both categories.

Why keywords?

Keyword based PPC is more popular because the average internet user is more likely to take in and interpret short yet specific sets of keywords or phrases as to a whole lot of content.

Therefore, if you decide to go for a keyword based PPC campaign be sure to take notes on how to optimize your keywords so that they will target your buyers and not visitors, since you would not want to spend money on unprofitable traffic.

Research is the key here. You may want to research a competitor that is doing well and make adjustment to those keywords to suit your needs or use keyword tails. These are variations of your keyword such as singular, plural, misspelled and any other terms relating to the keyword you are using.

Finally you should make use of web analytics to see the source of your valuable traffic, then optimize that campaign whilst halting the ones resulting in high bounce rates and no buyers.

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