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Pay-Per-Click Advertising; How long should a campaign last?

Written by: Greg Gaskill

Article Overview: Ideally, most SEOs will say running PPC campaigns is a great short-term strategy with the long-term goal being high organic search rankings. That said, there's no "sure" answer; certain hyper-competitive industries pose a long climb up the organic search ranks, and a successfully researched and targeted PPC campaign can produce exceptional ROI. Either way, a PPC campaign should be performed along with an SEO and greater online marketing effort, as there are many ways to drive willing customers to your website.

Pay-Per-Click Advertising; How long should a campaign last?

Pay-per-click (PPC) advertising is a cost-effective Internet marketing model that allows website owners to exploit highly visible advertising opportunities on search engines, advertising networks, blogs and other content sites. Often used as an initial marketing effort in a website’s infancy, this advertising model has the potential of delivering exceptional ROI (return on investment) when properly researched and administered. It is a sure way to appear above or beside organic search engine results on major search engines – by bidding for placement above organic search results – long before achieving high organic search engine rankings through other marketing efforts. Although pay-per-click advertising is a cost-effective means of marketing and increasing website traffic in the early stages, the question often becomes how long to continue a pay-per-click advertising campaign, particularly in consideration of the time it takes for other online marketing efforts to prove effective.

Pay-per-click advertising campaigns are an effective, popular option for increasing traffic to start-up websites or to use as one component of a marketing campaign focused on revitalizing website traffic for older sites in need of a traffic boost while working to improve search engine optimization. This form of advertising is generally thought of as a short-term strategy for use as part of an overall plan that includes the long-term goal of achieving high organic search engine rankings. Most search engine optimization experts recommend using pay-per-click advertising in this short-term manner to bring immediate improvement in visitor numbers while focusing on increasing traffic through larger search engine optimization efforts.

While this strategy of using pay-per-click advertising on a short-term basis often proves effective, there is no sure answer on the ideal length of a pay-per-click advertising campaign. This is particularly true in certain hyper-competitive industries that often require a long, steady climb up organic search engine rankings, which necessitates additional marketing efforts early on and throughout the search engine optimization process. Well-researched and appropriately targeted pay-per-click advertising campaigns are able to produce outstanding ROI, which is highly beneficial for all websites, while being increasingly so for those targeting saturated or exceedingly competitive industries that will require additional online marketing efforts during the time required for them to advance in organic search engine rankings.

Whether your website requires a short- or longer-term pay-per-click advertising campaign, this type of marketing strategy should always be executed along with a search engine optimization plan, as well as a larger overall online marketing effort. By orchestrating a well-planned pay-per-click advertising campaign, you can ensure that members of your target audience will begin to visit your website immediately; however, because there are many ways to drive willing customers and clients to your website, multiple marketing tools and avenues should be used to maximize your website’s exposure and increase traffic.

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