Feed the Startup Beast by Drew Williams

Author:Drew Williams
Language: eng
Format: epub
ISBN: 0071809066
Publisher: McGraw Hill LLC
Published: 2013-08-15T00:00:00+00:00

Advertisers generally agree that pay-per-click ads complement their organic search strategy. While studies show that organic search generates a great deal more B2B traffic than PPC, PPC is a better lead generator.3

Karim, our software entrepreneur, decided to invest in a pay-per-click advertising campaign to complement and build on his SEO program. When executives and managers at major consumer electronics retailers (Karim’s Beast Prospects) start looking for solutions to a problem—lost sales due to smartphone-based comparison shopping—they key in a variety of phrases to start their search. Karim’s keyword research revealed that “retail price intelligence” was one of their most popular search phrases, so to begin his PPC campaign, he bid on this phrase. You can see the search results for “retail price intelligence” in Figure 12.1. It’s easy to set up a PPC account with any of the search engines (just search on “PPC”), and once you do, you’ll have access to a range of PPC tools that allow you to manage your keywords, your ads, and your budget.

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