Keyword Strategies for Hybrid SEO/PPC Search Campaigns - Setting up Your Paid Search Campaign
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I will not restate the process of SEO for this article. Rather, I'll say that once your site is fully optimized for the terms you've selected based on the above research, you're ready to set up your PPC campaign. A Google campaign can be launched in mere minutes with ads appearing instantly once the campaign has been funded and set up. Overture takes a bit longer because all ads must be approved by Overture's editorial team prior to going live.
Google can and will take down ads at its editors' discretion. However, they give advertisers the benefit of the doubt in that new ads and changes to existing ads are made live within minutes.
Your paid search ads should complement your organic search listings. As such, make sure the language in the sponsored listings is not identical to language you use in your Title and Meta Description tags (this is impossible to do with Google ads, but can be done with Overture ads).
Take advantage of the additional control that paid search listings have by restating the keywords you are targeting as much as possible within the ad copy. This is particularly useful with low-volume terms that are not addressed via SEO. By featuring second-tier terms prominently in your paid search ads and thoroughly optimizing your site for your top terms, you can reach more searchers overall.
Final Thoughts
Remember that sponsored listings appear not only all over the place within the search engine results on key search engines such as Google and Yahoo, but also on partner sites. Your paid listing will appear in places that a regular organic search engine listing can never touch. These include news sites such as NYtimes.com and Washingtonpost.com, Internet Service Provider portals such as Earthlink.com and many more. Here is a link to a partial list of Google's advertising partners, to give you an idea of the reach a Google PPC ad can have: http://google.indicateur.com/index.php3?cat_id=67. And here is a link to a list of Overture distribution partners: http://www.content.overture.com/d/USm/ays/ays_affpartners.jhtml.
Once your PPC campaign is live and you've completed your SEO, you're not done. You'll need to evaluate the performance of your keywords and determine which ones are bringing in the most qualified visitors and generating the most sales and leads. It's entirely possible and probable that you'll need to move terms from SEO to PPC and vice versa, but that's a topic for another article!
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