Optimizing Pay-Per-Click Marketing
â€œPay-Per-Click is a worldwide advertising venue. It offers extremely powerful marketing potential -- people just have to know how to use it correctly. Thatâ€™s where we come in.â€?
On Pay-Per-Click Marketing
While there is little doubt about the extensive possibilities that
pay-per-click (PPC) marketing offers businesses, many traditional
advertising agencies have been reluctant to use it with clients. This
is because most agencies lack the expertise it takes to set up and
manage such complex campaigns.
In order for agencies to capitalize on the popularity of this
advertising segment it’s imperative that they learn everything they can
The tremendous growth in pay-per-click marketing in recent years has
brought with it many misconceptions behind its use, says Alteract
Marketing’s Mary O’Brien. Because of its relatively easy set-up
procedure -- in many cases as simple as signing up with a
well-trafficked search engine -- amateur efforts abound, creating the
opinion that little-to-no background knowledge is needed to develop a
highly successful marketing campaign. Unfortunately for many
disgruntled advertisers, the opposite holds true.
“Pay-per-click marketing is just like anything else in the business
world -- you need to have a fairly good understanding of what you’re
doing to maximize return on investment,” says O’Brien. “The more you
know about pay-per-click advertising, the more money it will make you.
The more you don’t know about it, the more it will cost you.”
As a result of such misconceptions, many businesses have turned to
educational seminars and classes to maximize pay-per-click potential.
Alteract Marketing, for example, offers several two-day fully
customizable seminars (http://ppcsummit.com) designed to cover PPC
techniques and strategies. O’Brien says the seminars are held in
several cities in the USA and London to cover PPC’s international
“Pay-Per-Click is a worldwide advertising venue. It offers
extremely powerful marketing potential -- people just have to know how
to use it correctly. That’s where we come in.”
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