How to integrate PPC

Pay per click (PPC) advertising can be a useful marketing tool for businesses - and may be particularly effective when teamed with a search engine optimisation campaign - but it may also need to be integrated with offline advertising, it is suggested.

In a recent post for Search Engine Watch, Melissa Mackey there have been examples where firms have spent millions on PPC campaign, such as on an advert linked to a major sports event, but that have then failed to include their URL.

To avoid this and similar mistakes, she advises getting as much information as possible about the offline campaign before commencing work on an online scheme.

Following this, Ms Mackey recommends starting keyword research and as with all search campaigns, she notes that relevancy is key.

"You only have 70 characters to tell your story in a PPC ad, but that ad can stay on the screen indefinitely and searchers can return to it time and again if needed," she states.

Finally, Ms Mackey says once the campaign has been implemented, marketing employees should discuss what was successful and what could be amended in the future.

Frank Watson recently wrote in Search Engine Watch that PPC adverts need to be accessible to both industry professionals and novices.

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