Manage your Pay-Per-Click

By: Kirt Christensen

In an era that is typified by non-present consumers, the internet has come forward as a popular medium. This also means that everyone is turning to this medium. That means the smaller business person will feel he is on unequal ground with the large companies. Thus he may look to non-traditional ways to advertise.

Pay-per-click advertising by Google has filled that need for many. Those who have explored internet advertisement potential will probably be conversant on Google Adwords. Adwords lets advertisers construct their advertising campaigns on the shoulders of particular keywords. The ads from these campaigns are then on the screen along with the results of a search for those keywords.

For those unfamiliar with Adwords by Google, go to and type a search term into the search box. After clicking on 'search', you will find yourself on a page with sections labeled "Sponsored Results" on the right side and sometimes on the top of the page also. These ads in these sections come from Google Adwords and were made using their tools.

The idea establishing and maintaining a Google Adwords campaign may be a fearsome prospect.

There is no doubt that the extra exposure provided by such an endeavor can bring exponentially increased profits; however, the fact that AdWords operates on a pay per click basis (the advertiser is charged a fee for every time a browser follows the link to their website) means that it can quickly deplete an advertising budget.

For this reason it is important that a pay per click marketing campaign be carefully managed.

The first thing to consider is the careful choosing of keywords. Of necessity the keywords have to be pertinent to the topic of your website. Being related close enough that those seeing it will be the ones most likely to make a purchase, yet being general enough to allow those who may not know precisely what they want will see the ad and be given the opportunity to click.

As the marketer contemplates what to bid on a keyword they must consider what amount will fit into their budget for their campaign. Ads online will undoubtedly bring leads that will not produce a sale and just end up being an expense. It is vital that the marketer take care when assessing the possible profits of campaigns before committing himself to the venture.

An ad the is costing 30 to 40 cents for each click will be placed higher in the sponsored links area of the search results than one that is costing 10 to 15 cents for each click. The 30 to 40 cent ad is going to be viewed more often by net surfers because in general they will not view the pages beyond the first few. However these kinds of views don't add up to anything in the bottom line if the clicks belong to casual surfers not looking for anything, thus wasting the 30 to 40 cents a click.

When you have your keyword selection completed and the campaign up and working the next thing to do is the most important. Monitor each ad and each keyword to assess their ability to be productive. Ads that aren't productive can lead to "empty" clicks and wasted ad budget.

The ads that are put on a search engine like Google have links that connect it to the website. This lets the webmaster find out what percentage of the traffic their website gets has come from the ad he has placed. If an ad only brings in a small percent of the traffic then a reformation or withdrawal of that ad is appropriate.

Careful management of a pay per click campaign is an essential component to its success. There are numerous companies that, should the advertiser feel that they are not up to the task themselves, will happily step in to fulfill the management duties (for a fee, of course) and lead a campaign to success.

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Kirt Christensen's dynamic flair in AdWords Management as he managed over $612,000 of annual ppc advertising for clients, has them praising about him!

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