Pay-Per-Click advertising (PPC) allows advertisers and businesses to place their ads on a website in exchange for a fee each time a user clicks on the ad.

If you are into PPC marketing or new to PPC marketing, you should have a look at the three important things Econsultancy columnist Daniel Gilbert has shared in his recent post.

Gilbert says, “Running a successful PPC campaign requires a high level of specialism; it is completely discrete from other types of media, and needs to be respected as such rather than being bundled together with traditional advertising channels.

PPC is reactive 

I get it. If you’re an international brand with a huge media budget, it’s just a lot easier to incorporate PPC into one big package. The problem is, PPC is not something you buy up-front. If you fix your PPC spend before measuring its performance, you’re not going to get the results you want. Either you’ll spend too little or too much.

Because AdWords is so measurable, it’s possible to adopt an outcome-driven approach through this channel. Once you start running a campaign, it may be that you need far less money than anticipated to achieve your objective; or it may be that you need far more. Setting a limit on this before you’ve had a chance to assess the market is madness”.

If PPC is a line item on your media plan, you’re not very good at it

Econsultancy

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