Pay-Per-Click (PPC) search engine advertising is an effective way to reach your target audience quickly, affordably, and within a measurable environment.

Pay-per-click campaign management can include the following elements:

1. Keyword/ keyphrase identification, addition, and bidding
2. Ad copy writing and testing
3. Search engine selection and account management (e.g. choosing the most effective search engines for pay-per-click advertising)
4. Language targeting
5. Time targeting
6. Geographic targeting
7. Monitoring and tweaking
8. Reporting (24/7 via Google Analytics and weekly formal reports to measure placement growth,
   etc...)

Strengths of Pay-Per-Click Search Engine Advertising

1. Immediate results (as soon as the campaign is turned on you can receive targeted traffic)
2. Simplified budgeting (with a PPC campaign you can set a daily or monthly budget, configure
   budgeting decisions, etc...)
3. Effective targeting (complete control over which searchers arrive at your website)
4. Flexibility (it’s incredibly easy to adjust, adapt, and fine-tune every single aspect of your PPC
   campaign)
5. Organization (with effective tools and resources online you can effectively organize a PPC campaign in more ways than you can imagine)
6. Pay for results approach (unlike traditional advertising, launching a PPC campaign ensures you
   are only paying for results. If you have done your homework correctly, traffic that you pay for is
   targeted, in-market traffic ready to respond
7. Testing, testing, testing (the PPC environment enables ad copy testing, page testing, etc...)
8. Brand awareness (when they don’t click you don’t pay, but your name and ad being present aid
   overall brand awareness)

Weaknesses of Pay-Per-Click Search Engine Advertising

1. Intensive management required (without intensive and ongoing management a PPC campaign can quickly escalate into a campaign without context, costing more than it should and not being
   as effective as it could)
2. Not all clicks are equal (adequate care must be given to ensure clicks are in-market searchers)
3. Competitor clicking (online competitors are known to unethically click on paid links to incur expense)
4. Click fraud (someone clicking your link without ethical intent to review content)
5. Long term expense (PPC can be the most effective advertising expense available, but it still
   costs money in the short and long term without a long term payoff available with organic search
   engine optimization)
6. Sustainability (like traditional advertising and unlike organic search engine optimization, as soon
   as you stop investing in PPC your traffic stops)

Recommendations:

1. Six Month PPC Campaign is recommended to establish campaign(s) and includes management, ad copy writing, fraud detection, etc...
2. Pay-per-click search engine advertising should make up at least 60% of your initial overall Internet marketing budget