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One of the most exciting traffic generation techniques on the net is pay-per-click advertising or PPC.

The fundamental procedure of PPC, is where website owners, offer ad space to other businesses, however, the businesses don’t pay the website owner up front for the ad space, they do as the name suggests, pay a certain amount per click their as receives.

Most businesses locate their pay-per-click advertisement campaigns on search engine pages, online directories and popular social network sites. You want it on sites that have millions of users every day, so that the PPC advertising campaign can reach its full potential.

Additionally, it is important that the PPC advertisement is located on pages that embody closely related content and keywords, otherwise the advert is hugely unlikely to reach the types of customer that are likely to purchase. This allows a business the opportunity to advertise to a customer that is actually searching for their niche and is probably willing to buy, this is otherwise known as sponsored match.

PPC advertising can be set up very quickly and provides a great deal of information to measure campaign performance. You only pay for “click-throughs” so it can be a highly cost-effective form of advertising when implemented correctly. In order for your PPC Campaign to be successful, it requires strategic thinking, cutting-edge analysis and persistent management throughout. A business will be able to maximize their return on investment, as long as the PPC campaign is regularly assessed and kept up-to-date.

Great amounts of time and effort needs to be put into the written element of your PPC advertisement. What it says in the advertisement is the most significant stage of the campaign. Clearly, the aim of the advert is to attract targeted leads, however you barely have 100 characters to do this in, therefore your ad needs to be compelling in order to attract buyers.

Below are 4 key points that will help you write a great PPC advert:

•    Keep your content simple.
•    Include only the best keywords.
•    If you only target a certain geographical area such as London, ensure that you specify this within your PPC advert.
•    If you have a time-related benefit, ensure that you mention it. This will form a sense of pressure on the viewer to buy.

However, a potential threat does arise, when conducting a PPC campaign.

Popularity of the keyword that you are using is the fundamental determinant when it comes to cost. The more the keyword is sought after, the higher the cost will be. This could make it near impossible for you to get the targeted terms that would yield the best results for your business.

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