The various different ways to make the most of a pay per click marketing campaign have been highlighted by an expert.

Writing in a blog on the Marketing Pilgrim website, Ann Stanley noted that pay per click marketing campaigns are increasingly becoming more complicated and sophisticated.

But new tools are also helping this type of online marketing campaign to be more easily managed, allowing professionals to target particular customers.

She noted that this is particularly the case for Google AdWords professionals.

But nonetheless a number of businesses continue to make the same online marketing mistakes when using pay per click.

And Ms Stanley offered some pointers over how such campaigns could be successfully integrated with search engine optimisation tasks.

Fully integrating the two campaigns can bring a number of benefits, she suggested, although following a pay per click campaign before embarking on search engine optimisation work may help in the long run, she said.

It is important to determine useful key phrases and what it is that drives traffic, and this can be used to form the basis of a successful online marketing drive, she said.

In the Marketing Pilgrim article, Ms Stanley also pointed out a number of mistakes that are commonly made when embarking on a pay per click drive.

Such errors include grouping together all the keyphrases into one campaign and bidding on generic keyphrases, among other things.

It is also important to correctly manage a budget for this form of internet marketing, so that adverts can appear all the time.

And working to optimise any pay per click campaign can help improve the click through rate for a campaign, the expert added.

In related news, a new survey conducted by the Online Marketing and Media Show found that businesses are increasingly using social networks to improve their online marketing campaigns.

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