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Quote:Like every other aspect of Internet marketing, the management of pay-per-click (PPC) campaigns has come a long way in the past five years. You can no longer expect to develop a simple set of keywords, design one ad for all of them and point the campaign toward your site's home page. You have to manage these campaigns to be sure they are paying off, and this requires research and constant nurturing.

Assuming you have the basics covered on your website, PPC campaigns require you to learn three new skills — how to choose the right keywords, how to develop ads for those keywords and how to make landing pages for those keywords. A fourth skill, managing bidding, is also necessary, but is outside the scope of this article, so we will focus on the first three tasks, with special attention paid to the relationship of keywords and landing pages, an aspect that is often overlooked by e-tailers...

Quote:Pay-per-click search engine campaigns are becoming sophisticated to the point they frequently require a full-time resource to manage them. In the small-business world, that’s a problem considering most small businesses don't have the funds to hire somebody full time to do that work.

However, expanding your online marketing beyond Google is necessary.

“I don’t think I’d go back to one search engine,” said Ray Hewitt, owner of Dayspring Pen Shop.

Hewitt manages campaigns on Google, MSN, Yahoo! and Business.com, and he’s not alone in terms of maintaining a mix of pay-per-click (PPC) campaigns...