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Pay-per-click is much more then paid advertising. Not only is PPC the best return on marketing spend available, but it is, or should be, at the heart of all marketing campaigns.
One example of using pay-per-click to help with other marketing campaigns is through Exact Match keyword targeting.
Often advertisers get caught up in internal jargon. Within the industry it may be an acceptable form of communication. However, it is the customer that pays the bills.
To obtain accurate results from pay-per-click, having various match types is essential. By bidding on all variations of keywords advertisers are able to see which keywords customers are typing into a search query. Google, as an example has four different keyword matching options (broad, phrase, exact, negative), each with their own advantages and disadvantages. For example Broad Match, the default setting, includes all variations of the keyword in the query. Broad Match as it stands is full or problems.
However, Exact Match is the most targeted option available. It only shows ads when the exact phrase is used. Exact Match will provide instant feedback into the language of the customer. It is not to say there is not a place for other match types. Ideally, all variations should be tested. In fact, Exact Matching will inevitably bring in fewer visitors than other forms of matching. However, Exact Matching is a great way to gather instant customer analytics.
With pay-per-click, there is very little guess work in marketing. However, the trouble arises when traditional advertisers do not understand or believe in the power of pay-per-click marketing. Many companies still see it as separate advertising model and fail to tie the relationship back to traditional off-line campaigns. By analyzing pay-per-click reports advertisers can pull dramatic customer analytics. With that knowledge all marketing campaigns can benefit, thus eliminating traditional guess work from traditional advertising
** Find more articles from John W Ellis at http://www.johnwellis.com/
