Pay per click advertising is one of the quickest and most effective strategies for promoting your website. However, implementing and maintaining a pay per click campaign can be confusing and extremely time-consuming. There are different engines to choose from, different billing structures, different ranking algorithms, and different reporting techniques. How do you come up with effective keywords to target that will not drive unwanted, unqualified traffic that costs you money? How do you keep track of hundreds and thousands of keywords? How do you write effective ad copy to increase click-through rate and drive more visitors to your website? How do you effectively measure results?
By 2008, online marketers will spend $8 billion dollars on pay per click campaigns (Forbes). So, pay per click programs are only going to get more competitive and more expensive. Therefore, no matter how overwhelming and complex the process, it's critical to have an effective pay per click management strategy in place.
