A correctly run PPC campaign can be an extremely efficient marketing tool. The main reason for this is that the advertiser is buying terms relevant to their business, these keywords launch the ad and are only displayed when that search term is searched for. For this reason a basic efficiency is achieved simply by displaying ads when potential customers are interested in a broad subject matter.
This subject matter can of course be further refined by adding more words thus increasing the efficiency of the campaign further.
- Vintage Cheese company based in the UK who specialise in rare and vintage cheeses.
- Buying the term – Cheese
- Refined – Vintage Cheese
- Further refined - Vintage Cheese UKFinal refinement – Buy Vintage Cheese UK
As you can see by extending the phrase and adding keywords and making longer tail key-phrases we increase the efficiency of the campaign by selecting search terms that are more relevant, this increased relevance also leads to higher conversion rates. This efficiency can also be applied to bid costs (varying the bid costs on different days at different times), buy testing and utilising more and more efficient ads and groups of keywords and of course the campaign can be targeted regionally, nationally and internationally at high value markets.
These are just a few of the many methods by which to optimise PPC but some of the reasons why this is one of the most accurate and efficient advertising mediums currently available.
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