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I wrote an article recent that
asked whether PPC or SEO was better and why the answer is important to you and
your marketing plan. This is a continuation of my research into PPC.
I may or may not have mentioned
that I started taking a course on pay-per-click search engine advertising just
so I would better understand an advertising medium that I considered an enemy.
What I've discovered has been an eye opening experience.
Surprise 1
The majority of the PPC ads I've
seen in the 2 niches I'm researching fail miserably at including basic SEO
principals in their ads. As a result, the advertisers are, in my opinion,
leaving money on the table
I'll use Google in this example
because they are the biggest for both organic searches AND PPC.
Google highlights the searched
words when the results are shown by bolding them. These bold words naturally
draw attention to your PPC ad OR your organic result IF you were smart enough
to include the keywords you are targeting. If possible, include these words in
the title, ad copy and you URL so the search phrase is highlighted as often as
possible.
Surprise 2
I listened to an interview with
an ex Google employee turned Internet Marketer that actually confirmed many of
my beliefs that using basic search engine optimization techniques actually
improves the response rate for PPC ads.
He couldn't state the exact boost
received by advertisers bur Overture did a study several years ago the showed a
double digit increase in the click-thru rate when the searched phrase was in
the PPC ad.
The interview I listened to can
be found here and if you aren't familiar with search engine
optimization you can grab a 7 day free trial at SEO Tips for Beginners.
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