So how do you start a PPC campaign? Let’s take a hypothetical example. Say you are a hotel owner in Bristol. You might select target keywords such as “Bristol hotels”. 
You would bid on this and other keyword phrases and the great advantage is that PPC allows you to reach people actively searching for your hotel. This is precision targeting, compared to the scatter gun approach of traditional advertising. What’s more, because it’s automated, it’s not time-limited, so you can be advertising 24/7 if you want. Google also offers a local search option that is a great benefit to local businesses – people locally are looking for your business. Just think about the untapped profits that you could access.
There are a few companies offering PPC, but the three main ones are Google, Yahoo and MSN. Whichever one you use, your objective is to be on the first page of the sponsored listings. Is this a two-edged sword you may ask? Could unscrupulous competitors click repeatedly on your ads and cost you a fortune? What about click fraud? The vast majority of advertisers do not have a problem because of sophisticated tracking systems used by the likes of Google and Yahoo. Let’s face it, it’s in their interests to minimise click fraud.
In the next article we’ll look at some of the differences between Google and Yahoo Pay Per Click management.
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