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This is a guest post by Tim Wilson, a content manager for HostPapa.
Beginning your new business during our current digital generation poses exciting challenges, potentials for heavy amounts of traffic, and incomes that amass the billions. Since visibility for websites has become highly vital and competitive, search engine king Google created an innovative, thorough and level playing field for beginning web users, and professional marketers, in the form of AdWords.
Modeled after America’s Yellow Pages and photocopied from Idealab, this innovative method of placing advertisements to harvest visitors has bagged Google billions of dollars yearly, and will continue this for as long as they remain king. For our newly born internet businessman or lady, we’ve prepared this crash course in pay per click marketing, invoked back in 2000 by Google and somewhat dabbled with by Amazon in the past, too.
Remember growing up to hear that money can’t buy love? Unfortunately, that’s become a paradox in today’s internet business world as this is the exact definition of pay per click marketing – purchasing search engine popularity by bidding an ‘x’ amount of money on twenty-five word advertisements and leveraging that recognition to boost sales, increase awareness of fads, and simply prove your business model is more viable than your competition. You are purchasing a block of virtual space located on some page that is displayed when internet users type in keywords you chose to describe your business, blog, movement or personal desires. Without proffering technical verbiage, this would be the simplified version of this complex marketing tool.
To talk like an avid pay per click marketer, you need to understand Google lingo. Here are perhaps your more popular definitions that search engine marketing professionals – the grunts working night and day to make these advertisements powerful – will often use when talking amongst each other.
There are probably hundreds of more technical terms used by the big guns who take on search marketing daily. For the layman, however, these terms will get your going down the right path.
Since search engines have only one mission – bringing the most relevant results for words typed into a given search box – you can target specific customers that will want your product or service. The goal, however, is to make sure that finding your business in search engines doesn’t take an eon; that being said, positioning your business within the first 20 search results is optimal since the best matched businesses for stated keywords will be amongst those top twenty. The end goal, however, is to spend the least amount of money in propagating higher search results, and we accomplish this through many methods which include:
These reasons quantify our internet advertising success against offline marketing efforts and allow us to adjust keywords, business plans and further generalize out marketing plans so funding can be properly allocated yet not over-spent. Although aggressive search engine marketing professionals scoff at helping new businesses get acquainted with using Google AdWords, many more positive companies are in existence to assist newbie PPC marketers in ad creation, correct keyword choices and exclusions, and setting comfortable budgets that still render amazing results.
Since pay per click marketing models have changed exponentially since AdWords begin, older how-to’s and information sources that aren’t updated may perhaps lead your research efforts astray. Aside from scouring Google’s vast help topics and talking with professionals in the industry, self-teaching is nearly the best way to begin your pay per click marketing efforts. So as to not waste your efforts, these are the suggested footsteps to take when you’ve allocated an ‘x’ amount for your online advertising budget.
Taking these initial steps into account, and taken seriously, will tremendously increase your chances of successful advertising campaigns. Researching your competition and trending keywords cannot be stressed enough when you begin pay per click advertising without outside marketing assistance.