Tips on setting up your advertising campaigns and PPC management

The goal of any online advertising campaign is to increase sales and conversion and in turn maximize your Return On Investment (ROI). Conversion refers to the ongoing process of transforming a first time visitor into a returning visitor and finally a potential customer to a permanent and loyal client. Pay Per Click (PPC) management campaigns are advertising campaigns that allow online advertisers to choose the target keywords they’d like their ad to be displayed on in response to user search queries. The biggest advantage of setting up online advertising is their reach. Advertisers have an option of displaying their ads not only on the Search Engine Result Pages (SERPs) but also on other popular websites that are offered to advertisers as site packs. These websites have very high PageRanks and they’re chosen by Google to display online ads on many other associated advertising networks.

Online marketers can also choose when they’d like their ads to be displayed. Some ads are sponsored ad and they appear right above the search engine results. These ads buy high traffic keywords that have very high values of cost per click (CPC). The CPC of a keyword is directly proportional to the amount of online traffic it generates that is in turn determined by the popularity of its use as part of user search queries. As the system largely depends on user queries, advertisers who constantly update their campaigns and incorporate these ever changing high traffic keywords in their campaigns emerge successful in their quest to promote their services and products. Microsoft has its own search engine called Bing that plans to merge with Yahoo! The additional features that Bing offers are a greater percentage of sponsored ads, the option to create ads that target a specified demographic, the CPC of the keywords on their ad network are lesser than Google. However, Bing is restricted to a few countries and currently supports only two languages as part of the ad text of its campaigns. Individual ads form ad groups and these ad groups collectively form a campaign. Individual ads can be selectively activated or paused using advertising software.