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How To Manage Pay Per Click

May 25, 2008
When you are putting together a business on the internet, it is very tempting to think that all you need to do is put together a website and wait for the browsers to come, but that would be a mistake. A business online, just like a brick and mortar business, is one that needs to be maintained, and one of the things that you can do to maintain it and to bring people to it is to work on your pay per click marketing. Although this type of advertising seems fairly straightforward, it still does require some attention and some work and when you are thinking about what you can do in order to make sure that it continues to be profitably relevant, there are a few things to keep in mind.

With pay per click advertising, you will be putting up a small ad on a relevant page of some sort and whenever anyone clicks on that ad, you will pay the ad's host. In this way, you will only pay when someone comes to your website; you will also see that there are a number of different tactics that you can use to bring people to your site. You'll find that you will need to guess what they will be looking for when they want to find you and you will also need to make sure that your ad is worded well to give them the right idea about who you are and what you do.

When you are thinking about managing your pay per click advertisements, you will need to keep good records about absolutely everything.

First, think about how many clicks you get on a given day; essentially how many people have come to your site based on the pay per click ad that you have put up?

Then, compare it with the number of sales, commissions or contacts that you have had in that day. Make sure that you take this data over an extended period of time and make sure that you understand that there are a number of different factors which could affect it.

It is a better idea to take some time and make up an average.

If you find, for instance, that your pay per click ad is bringing in lots of people, but there is not a flutter when it comes to the sales that you are making, you'll find that you need to think about changing the wording. Your ad might seem too general and it will bring people who are only peripherally interested in what it is you are doing or can do for them. On the other hand, if you notice that no one ever clicks your ads, it's definitely time for a change; your ad might be off-putting, or it might simply be too industry specific to catch the eye of a general browser.

These are all important things to think about when you are considering managing your account, but remember that pay per click is quite versatile and that you can -and should!- change it in a heartbeat if the situation calls for it.
About the Author
Derek Rogers is a freelance writer who represents many UK businesses. For advice on Pay per Click, he recommends Impact Media Ltd, one of the UK's leading specialists of Pay per Click Services .
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