When PPC does not have to be standalone

Pay-per-click (PPC) does not always have to be used as a standalone marketing channel, it has been said, although it can still prove a useful tool when used in this way.

Writing a blog post for Search Engine Watch, Melissa Mackey said that integrating marketing devices can see businesses making their budgets go further, while it will also improve efficiencies.

One example she gave was to integrate PPC with email marketing which can help in building a profitable email base, while also making the process a little less challenging.

Ms Mackey advises people to first define their goals in the marketing campaign, before deciding which landing page of the website is most in line with these ambitions.

Next it is time to think about the PPC message. "In PPC, your ad copy and the keywords you bid on are equally important. Choose keywords that are relevant to your product or service, as well as to your goals," she explained.

Ms Mackey concludes that with the correct goals, landing page and message in place, PPC can be a cost-efficient and effective tool.

As well as choosing the correct landing page for email marketing, Duncan Morris, in a blog post for SEOmoz, recently reminded businesses relaunching a website to ensure they put 301 redirects from the old URLs in place.

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