For some reason, Pay Per Click (PPC) campaigns still get a bad rap from time to time. The most logical reason for this is that there are still a number of misconceptions around this form of advertising. Like with anything else, trying to figure out the best places to allocate advertising dollars is by doing your research and getting all the facts before you make a decision. First let’s address some of the negative information you may have heard about PPC campaigns. Some of the terms that are most often talked about are: Keyword bidding, Bid price inflation and Click Fraud.
Getting the right keywords is crucial in attracting the right customers to your site. But many companies get caught up in trying to bid on too many keywords that are not directly related to the products/information they are trying to sell. The point here is to narrow your hits to people that are most likely to want what you are selling. Having hundreds or thousands of hits is of no value if they are not turning into valid sales. The trick is to narrow your keywords to ones that are specific to your business.