Firstly, you need to know what these social extensions are. They are just Google’s way of marking the followers that you have on Google+ on the PPC ad that appears on Google search result pages. There are two types of social extensions available as of now. One of them is a personal social extension that shows the number of people that +1 your Google+ brand page. The other is called the basic social extension. When it’s used, you will get to see the number of people that have +1′d the Google+ page or the landing page of your site across the web.

Even though social extensions are still in nascent stages it has been observed that ads with social extensions enabled have a better CTR (Click through rate).One of the most significant benefit is that as of now very few people are using them, so you can gain an upper hand over your competitors. Also, it only takes a few minutes to setup the extension and it gives your ads a lot more credibility. It helps in increasing your visibility as well, because the +1′s on your ads will also be reflected in your Google+ page. You can use PPC training to use this feature in a better manner.

Create a set of keywords, which describe the product that is being promoted. Do not use keywords that are related to your search category, but are not generally used by searchers to look for your product. For your pay per click campaign to be a success, you need to bid on relevant keywords.

For successful bid management, you can start out by setting lower goals and gradually increase them on a daily basis till an optimum level is achieved. Your pay per click advertising campaign should be focused on a specific product. Promoting the whole range of products and services in a single ad campaign is not advisable.

Remember to include the selling price of the product in the ad copy. A competitive selling price can greatly increase the number of clicks. By regularly tracking your pay per click account, you can assess the effectiveness of the campaign.

Consistent success rates can be achieved in a PPC campaign, if you keep the above mentioned points in your mind. It will also lead to an increase in your return on investment ratios. You can also hire a certified pay per click management company to manage your online ad campaigns.

While developing a PPC campaign, you need to build a landing page that is specific to the product that is being marketed. Potential customers who click on your ads should be directed to this page. You can build several landing pages depending on the number of keywords you plan to use. Each landing page can be dedicated to the specific needs of the web searchers. The quality of your ad copy and landing page to a great extent determine the success of your campaign.

The landing page should not contain all the details about the product. Instead, you can provide links to quality content describing your product in detail. You can provide prospective customers additional free services like updates on new blog posts and access to newsletters about your products and services. Your pay per click ad copies and landing pages should be updates regularly to ensure maximum effectiveness.

According to estimates by eMarketer, this year as many as 15.6 million smartphone owners are likely to use mobile coupons. This indicates a jump of 117% compared to last year. In 2010 around 13% adult smartphone owners used mobile coupons and this year the figure is expected to rise to 19%. Although the usage of mobile coupons is expected to continue increasing in the coming years, the percentage of change is likely to taper down. eMarketer stats indicate that in 2012 and 2013, the percentage of change will be more modest at 65.1% and 31.4% respectively. This means that around 26.5% and 31% adult smartphone owners will use mobile coupons in 2012 and 2013 respectively.

One of the reasons for growing popularity of mobile coupons is the increase in their availability. Compared to the coupons offered on websites or in newspapers, mobile coupons are also more convenient to use. Smartphone owners can either print the coupons or just show it to the retailer. The role played by mobile phones in the shopping funnel is increasingly getting bigger. Although not extensively used as a payment mechanism, it is widely used to research products and services. As such, the popularity of mobile coupons is not likely to decrease any time soon.

Track your Conversions

A very important aspect of a Pay per click advertising campaign is to keep tracking conversions. Software for tracking conversions can be found online. Some of these even show the amount that was spent on your campaign and the profit gained. Look out for software with such features even if it means spending a little money, as they give a clearer picture of how your PPC campaign has worked.

Budget your PPC campaign wisely

Preparing the budget of your PPC campaign is also important and needs to be carefully worked out. This would require a lot of research into the keywords, their pricing, possible conversion rates etc. Based on one or more of these factors, the budget for your PPC campaign will have to be decided upon. One way to limit your budget is by imposing a limit on how many times your ad will appear along with search engine results.

Do not brush SEO aside

Though Pay per click advertising is a faster way of generating traffic in a short period of time, this obviously does not mean that you should brush aside the importance of an SEO campaign. Many people do this mistake of belittling SEO since they take longer to generate the desired traffic. The fact is that both PPC and SEO complement each other in that the latter brings out long term benefits whereas the former is best suited for immediate results. Even if one of them fails, there is always the other that can deliver.

Do not target too many PPC keywords

An important point to remember in PPC advertising is to limit yourself to a small number of keywords. Although choosing large number of keywords may seem to be profitable, it can actually prove otherwise here, since targeting becomes less precise with larger amount of keywords and this affects the conversion rates adversely.

Picking the right keywords may seem puzzling initially. The best approach is to try out a number of keywords and see how they perform, i.e. see which ones bring better conversion rates. This should give you an idea of the different keywords that are worth bidding on.

Stay away from keywords with high PPC bids

There could be a number of keywords that have excellent conversion rates, but it would be wise to avoid them, as the competition for these keywords would be fierce and they could also be expensive. For a small business, investing in such keywords may drain away the budget and yet may not deliver the results due to the intense competition. Bidding on slightly cheaper keywords may well turn out to be effective for your PPC campaign.

Cost effective

Compared with other mediums of advertising like television, print and radio, pay per click advertising seems to be the most effective. In television and radio, the advertising rates are charged for each second while for print it is dependent on the area covered by the ad. In pay per click advertising, you don’t pay for displaying your ad unless someone clicks on it. This makes PPC a very cost efficient method of advertising.

Target audiences geographically

Another advantage to using pay per click advertising is the fact that it enables you to target people from a specific geographic location. If you want to draw the attention of customers in your city or province, you can do so by selecting the city or province where you are in. This will ensure that your company ad appears every time somebody from your specified locality enters a search term that is related to your business.

As the points above suggest, PPC advertising is a simple, quick and cost effective way by which you can drive in traffic to your website. When a pay per click advertising contract is coupled with a good SEO campaign, you can be sure that you have a steady stream of traffic in few weeks or even few days’ time. Compared to an SEO campaign, the task also is less complicated, unlike what the term suggests.

Pay per click is a method of online advertising where you place your company’s ad in text format on the results page of search engines. These ads are usually aligned on either side of the page or above the search results. Pay-per-click ads usually appear related to the search term entered by the webs surfer. For each click that the user clicks on your ad, you pay a small amount of money to the search engine website and so you have the term pay per click.

There are a number of advantages that pay per click advertising offers to your company’s online presence. Some of the advantages are discussed below.

Faster results

For faster results in generating traffic to your website, PPC advertising can be more effective than SEO. This happens because an SEO campaign takes considerable time for its benefits to show. In pay per click advertising, once you enter into a contract with a major search engine, your website’s ad will be displayed every time a user enters a relevant search term in the search engine. This does not mean, however, that you should consider SEO as being unimportant. Some of the aspects of SEO will determine whether a user who has visited your site should stay on the page or leave as quickly as possible.

The results we are talking about here are all paid advertising. Google has a platform called Google Analytics which allows you to create and have advertisements displayed on the Google search page. This is commonly referred to as Pay Per Click (PPC) Advertising because each time someone clicks on your ad, you are charged by Google. This is quite an effective form of advertising as the majority of people use Google, and will therefore be exposed to your advertisement.

Obtaining PPC training is a wise idea if you are part of the marketing team for your company. This way you can conduct all of the PPC advertising in house which will cut your costs and allow you to change it whenever you feel it is necessary.

AdWords Wrapper is a free time saving tool that wraps keyword phrases in “quotation marks” (phrase match) and [square brackets] (exact match) for use in Google AdWords campaigns.