ASC Marketing: Understanding Paid Search
Right now, and every millionth of every second a bidding war is taking place. This war is a virtual war but just as strategic and as well funded as a physical one. Google's 2011 search revenue alone was $37.9 billion, as reported by WordStream.com. It's a war over keywords.
"Keyword" is the name of that priceless little word or phrase that your target client types into a search engine blank when looking for your product or service. If you control the right keywords you will be rewarded with a healthy influx of qualified lead traffic.
To understand PPC you must understand the big picture of Search Engine Optimization. A website is one piece. On-page SEO is one piece. Off-page SEO is one piece. New fresh original content is one piece. And there's even more. All of these pieces affect the "quality" or "relevance" of your website. Here's the key. The better your quality scores (as determined by Google, Bing, Yahoo, etc.) the LESS you will actually pay for those targeted clicks.
A search engine's job is to serve up the most relevant content to the searcher. If you are buying a keyword and you are more "relevant" or have a higher quality score than someone else buying the same keyword, the search engine would rather take less money and serve more relevant content and so you would actually pay less.
The goal: Start winning the war. With good daily PPC account management and a healthy ongoing SEO strategy, you should see your cost-per-click (CPC) becoming less expensive as your click-through-rate (CTR) gets better.
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