Pay Per Click Advertising – The Easy Way
If you are promoting your web hosting business through Pay Per Click (PPC) advertising, you might have heard of great products like SpeedPPC and Efficient PPC. Pay Per click advertising in the web hosting field is expensive and difficult. Short keywords are almost impossible to use due to extremely high click prices for the advertiser. Even inside the Google Adsense/Adwords Content Network you can pay $4.00 or more for a specific keyword if you don’t pay attention.
The 2 software packages mentioned provide an easier way to automate some of the steps needed when doing PPC advertising. In regards to web hosting I am thinking “long tail keywords”. The longer the keywords or search phrases and the more specific they are, the better will be the results for the advertiser. You can easily build huge lists of long-tail keywords and then use dynamic insertion of the same into the PPC ad and the link to your landing page. Take one of the build-in lists of all metro areas in the United States for example (SpeedPPC). Now you can easily build a campaign for “small business web hosting in” and let the list of cities populate the rest. Suddenly you have a huge list of extremely targeted keywords. Now embedd the keywords dynamically into your ads and your landing page and your Google Quality Score will rise significantly and your price per click will go down.
The overall basic features for both software application are nearly the same, but there are some significant differences underneath the hood you should be aware about. Read these 2 reviews for more details:
Efficient PPC Review – I
Efficient PPC Review – II
No matter which of the 2 software packages you purchase, you will still need the Google Adwords Editor to upload your campaigns and keywords. The upload of the data is slowest piece of the entire process. I had SpeedPPC build me a campaign with 5,000 extremely targeted keywords separated into 500 ad groups in just a few minutes. Efficient PPC is certainly cheaper from the sales prices, but it requires a monthly subscription that easily adds up. SpeedPPC is more expensive to buy in the beginning, but does not come with any recurring fees other than a small annual support fee (normal for commercial software). You do the math.
I found both tools to be a great addition when doing PPC marketing. If I would be a newbie I would probably buy Efficient PPC due to the lower price. If I know I am in there for the long term I would buy SpeedPPC as it is the more mature product with more features (especially with the new version to be released at the end of March 2008). I personally prefer SpeedPPC, but I also recommend to review both products as much as you can before making a purchase decision.
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