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Bidding for Keywords

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The expense of a PPC ad campaign can vary from a small investment to thousands of dollars per month.

 

 

Part of the preparation of your ad is deciding how much money your company is willing to put aside for PPC ad campaigns.

 

 

If you arc using Google and Yahoo!, numerous user reports indicate that, at this point in time, Yahoo! Search Marketing is usually more productive in terms of getting your listings on partnered sites or into editorial-related listings.

 

 

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Choosing Keywords That Work Best for Your Business

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Keywords for a pay-per-click ad have an important basic function-getting potential customers to enter your website in order to purchase the products and services that you sell.

As an advertiser, you bid on keywords that describe your business, product, or service. This allows you to secure a ranking within the PPC ad section on the results page for that keyword when it is typed into the search box on the search engine.

Thus, keyword selection is vital to the process of attracting qualified prospects.

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Keyword Matching Options

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Let’s use the Google keyword matching options program as an example of targeting keywords. Other search engines offer comparable setups.

Google offers three basic choices:

·        Broad Match

·        Phrase Match

·        Exact Match

The default is Broad Match, which means that if your business only sells microwave ovens and you choose this two-word combination as a keyword, your ad may appear on results pages where users entered either the word “microwave” or the word “ovens.”

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