A non-technical introduction to Pay-Per-Click (PPC) advertising:
Google Adwords campaign design and budgeting, PPC ads, landing pages and hosting tools.
Part 1: Search Advertising
Traffic, Traffic, Traffic
A website that cannot be found is like a storefront in a desert—No traffic? No customers.
To steer customer traffic past your website, choose the right keywords to put in your page content. These keywords signal Google and other search engines to list your site in the results when people search for those words.
Getting A Fifth Avenue Location
Prime real estate means page one, top left for search engine results. This is where web pages with the most relevant content are listed, based on keywords searched for. Relevance is measured in two ways:
- Presence of the searched keywords on the page, in context;
- Links to the page (or site) from other sites that reinforce those keywords
Fifth Avenue guarantees sidewalk traffic, but not customers. Whether they click your link depends on the address of your site, the title of your page, and the content around the highlighted keywords.
Prime intersections have only 4 corners, and there is heavy competition for them. To compete for popular keywords, hire SEO analysts, the real estate agents of search engines. These consultants do magical things (like pick better keywords and copy, or build links to your your site). SEO analysts can’t promise you top placement, but will take you as far as your budget and their expertise allow.
