Matt Van Wagner, Paid Search Fundamentals presenter at SMX East, is President and founder of Find Me Faster, a search engine marketing firm based in Nashua, NH. As a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies, he gave some insight into the basics of how to purchase placement from the major search engines for pay-per-click (PPC) advertising and some best practices for success with your PPC ads.
One great thing about PPC is that your investment in PPC Ads is measurable. A key point that you should keep in mind when creating a PPC campaign is that PPC and SEO are complementary. With PPC you can get going quickly and discover what words convert in the process and relay those results over to your SEO startegy. Also, with PPC you can manage risk of algorithm changes and there is a predictable, dependable flow of traffic. With PPC you can control the message that users are seeing.
Elements of paid search include: