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November 26th, 2007 by Nick

Many people raise the point, well I have time on my side when it comes to Pay Per Click Marketing, so what is the rush, my ads will appear within minutes and I start paying for my clicks.

Only if Pay Per Click Advertising were this simple, even the giants Google make it sound this simple, of course as a commercial business they want you to spend money and to provide relevant search result, no matter if they are paid or organic to the end users.

So what is the reason to build your campaign now opposed to in a year’s time? Well the answer is simple, Google uses a Quality Based Score system and always have, the same goes for MSN Adcenter & Yahoo! Search Marketing, Quality builds over time, if you start your PPC Advertising today with a highly targeted campaign your quality score will build quite quickly, and will continue to build over time.

As we sit here today I have seen campaigns within very similar industries targeting similar or the same keywords, if you compare a well targeted campaign that has been established for years to a brand new campaign the Cost Per Click can be reduced by up to 50% in some cases.

It is difficult, especially in very competitive industries to break in to the top spots and make it commercially work, even with a very targeted campaign as your competitors may well have built a quality score up over a number of years, why would the search engine let you break into those positions from day 1 when they already have enough data to show that the people who already appear and advertise in these positions over time have proved to be very relevant results to there users, you can achieve these positions but the cost is likely to be much higher.

My advice, even on a small budget is to break into search gently, this is obviously dependent on budget and required acquisition costs, but you will find opposed to going for gold from day one and stopping after a month, you will gain much better results from consistency over time, even if you have to start in lower positions but ensuring a budget fit to allow your quality score to build, as your campaign build quality score and you can optimise your campaigns based on conversion data you will start to reap the rewards and start to improve positions and spend more money using a more gradual process.

ClickConsult.co.uk are an expert Pay Per Click (PPC) Management company with over 25 years combine PPC Management experience. Contact us for more information or call 0870 145 1017.

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