Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether your goal is lead generation or sales. I have been managing PPC for businesses, as an in-house marketing leader as well as marketing consultant, for over a decade now. Though the years, I have noticed many secrets to success that I wanted to share—especially with business owners and marketers that haven't tried PPC yet.
In Part One, I mentioned some great, low-to-no cost tactics to help boost your business this year, including affiliate marketing, content syndication, search engine optimization, online lead generation polls, viral marketing and cost-effective media buying.
By Brian Howard Search and deploy. Just ten years ago, who had ever heard of a search engine? Now search engines are vital links between ready-to-buy Web surfers and Web sites seeking traffic. A mitigating factor in the dot-com crash was the fact that the concept of display advertising (randomly placed banner ads) was too unreliable as a means of driving traffic and leads to a Web site. Mere clicks and hits are meaningless without some sort of inherent intent to buy. Search engines have become the Internet's robotic lead-qualifiers, matching interested buyers with willing sellers. But getting your site listed on a search