PPC Tips Written by 0

Summer BeachNo matter how methodically or efficiently a linkbuilding campaign is planned, things often go awry for even the best of us. Many online marketing firms are now finding that the results they have guaranteed to their clients are suddenly in short supply. Due primarily to Google’s Penguin and Panda updates, click-through and conversion rates have become increasingly difficult to attain when using the same tired-old SEO tactics to which many advertising agencies have grown accustomed.

Yet while some search engine optimization companies may be ready to throw in the towel and call it a day, the fact is that several online advertising techniques still yield solid results time and time again. In particular, pay per click campaigning has remained a popular avenue for gaining link traffic and conversions in spite of the recent Google development. And with the summer nearly here at last, PPC campaigns will be as popular as trips to the beach and water parks.

Taking Advantage of the Summer Season
From mid-May to late August, the hottest months of the year play a pivotal role in the success of numerous PPC campaigns for US-based businesses. Those advertising agencies which represent clients that offer summer-related goods or services will need to take advantage of this time and plan their keywords accordingly. In particular, companies that handle vacation plans, summer home rentals, seasonal apparel, tickets to water parks and other summer-centric activities are among just a few of the types of businesses that can potentially see the best results from timely pay per click operations in the months ahead.

The Perfect Time to Secure that Keyword and Kick Things Off
Although there is no doubt that a perfectly arranged CPC run can get conversions in short order, knowing when to begin a paid link campaign can be tricky. Let’s take, for example, possible keywords that tie into a holiday such as the Fourth of July. A marketing firm could either choose to begin a longer campaign well before Independence Day arrives and, in turn, potentially pay less for a popular keyword but more on the campaign in total. Conversely, an advertising company can purchase a well-ranking keyword at a higher price but let the campaign run only for a few days prior to and including July 4th.

While there are certainly many different schools of thought when it comes to PPC campaign management, the final decision in this dilemma is often based on two things: the strength of the keyword in question along with the allotted budget one has to work with. Landing big results in a season as competitive for paid link advertising as the summer requires a careful balance of both of these elements.

When in doubt, one should always remember that pay per click campaigns may be based off calculated risks from time to time. If it looks as though paying more for a brief yet timely PPC run may be well worth the investment, then do so. However, marketing firms should keep the bulk of their paid link efforts focused on campaigns that are guaranteed to succeed.

Todd Bailey is Vice President of Marketing and Digital Strategy at WebiMax in Mount Laurel, NJ. WebiMax is an industry leading search engine optimization (SEO) firm with over 150 employees and 500+ clients worldwide. Find him on Twitter @WebiMax and @push_star

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