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5 Critical Pay-Per-Click Tips
Pay-Per-Click (PPC) advertising is a good supplement to natural search engine optimization, IF you keep a few tactics straight. 1. Choose the right search terms. 2. Map out a strategy. 3. Use bid management software. 4. Write effective ads. 5. Test. Test. Test. The Search Engine Marketing Industry is estimated to reach $23 billion by 2010. The vast majority of SEM investment in the coming years will involve pay-per-click. We applaud the SEM vendors and companies who can prepare a coherent plan that produces outstanding conversions. But for all the clicks and conversions via pay-per-click, many SEM players will miss the lead generation that natural SEO offers through greater Internet acceptance and traffic. The fact is, people are far more likely to click on a natural listing. Studies show that about 60%-70% of the links people click on are organic, not the PPC variety. Again, be careful how you spend your online advertising dollars. Make them work for you! Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based search engine marketing (SEM) firm. A member of Search Engine Marketing Professional Organization (SEMPO), he also authored the white paper, "Search Engine Marketing: Get in the Game."
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