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The Truly Great Thing About Pay-Per-Click Advertising

  BlueTone Media

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Pay-per-click advertising, the sponsored links set beside the "organic" listings on Google, Yahoo, and Bing, have fallen out of favor in many circles over the past couple of years. In fact, increased competition, higher bid prices, and the increasingly-demanding nature of quality score matches have led a lot of online marketers to stop using them altogether.

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But that's often the case of throwing out the baby with the bathwater.

Here's why: for all of those valid reasons not to rely solely on paid search marketing, there is one simple and compelling reason to keep those ads as part of your marketing mix – they’re faster than just about anything else you can try.

The truly great thing about pay per click advertising is its speed. If you want to know how well your new landing page is going to convert, then you can simply start a new campaign and have visitors flowing to it in moments. Need to know whether a change in price will attract more customers, or whether you're main headline is eye-catching enough for people to click on it in the first place? Again, search engine advertising is the perfect answer.

It's ironic that, at a time when most companies are placing a premium on speed, and regular unpaid search engine optimization is taking longer than ever to have an effect, that so many companies are abandoning their sponsored search programs. But, if you can be careful with your bids, focus your campaigns tightly, and have the discipline to constantly test what you're doing, pay per click isn't just the fastest way to find customers – it can help you make the rest of your online marketing more efficient and profitable by sorting out the kinks quickly.

Need help getting your pay per click campaign off the ground? today to find out how we can help you get the most out of your paid search marketing.

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