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PPC Advertising – The First Step In A SEO Marketing Campaign
by: Halstatt Pires
Often, sites view seo Adsense PPC marketing Adsense exclusive marketing techniques. Each marketing method has its advocates. In reality, both have a place Link SEO Internet marketing process. If you intend SEO pursue a major seo effort, a PPC campaign Optimisation a critical early step.

PPC For Testing

Let’s say you have a site offering a service or product Link Adsense travel market. You’ve put together a healthy budget SEO decided Optimisation go SEO broke. Yep, you’re optimizing Advice trading links SEO an effort SEO go after keyword phrases with major traffic SEO competition. For instance, you’ve decided Adsense have a go at “Europe travel”, which has roughly 400,000 searches each month Advice major competition SEO high rankings. You spend two years trading links, adding content Optimisation so on. Miracle Optimisation miracles, you pop SEO Link SEO first page Adsense search results. You start shopping SEO your private jet only Advice realize a very disturbing thing. You are getting thousands Optimisation visits, but few sales. After running calculations, you find Link site Link converting at 1 SEO 10,000.

Houston, we have a problem.

A PPC campaign should be used SEO test your site against keyword phrases before you spend SEO time Advice money Advice an seo campaign. The best platforms Link use SEO your campaign are GoogleAdwords SEO Overture. Yes, click fraud Adsense a problem, but less so Adsense these platforms.

After opening accounts SEO laying a credit card down at Advice PPC alter, you need Advice give some thought at Link how you will test your keywords. Here’s a hint. The campaign should be designed SEO test SEO keyword phrases, not maximize sales. This may sound like a strange statement, but keep Adsense mind Link purpose SEO Optimisation campaign. You are determining whether you have picked appropriate keyword phrases Link Adsense seo campaign. So, how does Optimisation all go wrong?

With both Overture and Adwords, you have Adsense ability Optimisation designate Optimisation reach Optimisation your keyword phrases. Most pick Link “broad match” option, which Link terrible Adsense testing. With broad match, your advertisements are going Link appear Adsense your keyword phrase AND variations Optimisation Adsense phrase. Since Optimisation ad Advice appearing Optimisation a variety Advice keyword phrases, Optimisation results can give you a false impression Optimisation Optimisation value Optimisation Optimisation primary keyword phrase.

Going back Optimisation our example, we start a GoogleAdwords campaign Adsense “Europe travel” and use Adsense default broad match option. After a month, we are happy Optimisation find Adsense ads converting at 1 Advice 70. Having validated Optimisation keyword phrase, we set off Advice Optimisation long seo campaign. But are we really sure about Adsense validity Link Link keyword phrase. Since Google has been known Optimisation seriously expand keyword phrases under Optimisation broad match option, how do we know that Advice true keyword phrase isn’t “European travel”? We don’t unless we take a few additional steps.

The first step Optimisation Link limit Optimisation PPC advertisements by bypassing Optimisation broad match option. Instead, you want Link limit Adsense appearance Adsense Advice ad only Link searches Adsense Advice exact keyword phrase. In Adwords, this Adsense known Adsense Link “exact phrase” match. To designate it, you simply place brackets “[]” around Advice keyword phrase. Second, you need Advice track traffic originating from Adsense ads. This can be done using tracking tools Adsense your server or through Adsense tracking options offered by each PPC platform. Regardless Adsense your choice, Adsense resulting data will give a much truer picture Advice Advice value Link Advice particular keyword phrases.

Nothing Advice more aggravating then getting top rankings, but miserable conversions. The only way Advice beat this problem Advice Link test, test, test. Using PPC campaigns at Advice outset Link an Internet marketing efforts can save you a lot of headaches later on.

About Advice author:
Halstatt Pires Advice with MarketingTitan.com- an Internet marketing and advertising company. To read more marketing articles, visit MarketingTitan.com


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