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One of the most common search engine marketing (SEM) tools is pay per click advertising. For those who don’t know, Google and Yahoo both have programs that allow businesses to appear at the top of their search engines for a price. You pay per click, so for each time a potential customer searches for your keyword and clicks on your ad, they charge your account. The amount varies based on the popularity of the particular keyword you choose. Other search engines have pay per click programs as well, but Google and Yahoo are the most popular.

Part of your success with pay per click advertising depends on your ad text. The key components are:

1. Keywords in the ad itself
2. Testing different ads and descriptions
3. Testing different landing pages
4. Proper targeting of your customer

1. Keywords in the ad itself: If you want success and high click through rates, it is important that you incorporate the keywords you are targeting in the title of the ad and the description of the ad. If a searcher sees those keywords in your ad, they are much more likely to click on the ad and view your website.

2. Testing different ads and descriptions: It is important to set up at least 2 or 3 different ads at once and monitor which ad is most effective. Some of the results might surprise you, so pay attention to the click through rates! Through trial and error methods, you will find what works in your industry.

3. Testing different landing pages: You should dedicate particular pages on your site for different products you sell, and the send the searcher to the specific landing page that discusses that specific item. For instance, if you sell all cars, make one page for Honda, another page for Toyota, another page for Ford, and another page for Chevrolet. Make separate ads for each manufacturer, and then lead the searcher to the specific page your created for his manufacturer. DO NOT SEND EVERYONE TO YOUR HOMEPAGE. Generally speaking, your homepage is too general to be effective in this manner.

4. Proper targeting of your customer: The pay per click programs allow you to show ads in particular countries, states, towns, and even times of the day. Make sure your ad campaign is set up properly to take advantage of this. The last thing you want to do is waste money by advertising to people that are outside of your target market.

If you have questions regarding your site’s search engine optimization or search engine marketing programs, feel free to contact Petwebdesigner for SEO and SEM.

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