It takes a special type of mind to enjoy setting up a pay-per-click (PPC) search marketing campaign. Apparently, that type of mind is incongruous with the minds of most small business owners. According to an article from Pat Curry for Builder Online, Pay-Per-Click 101, three-quarters of small business owners would rather file their taxes than set up a search marketing campaign. For those who dare brave setting up a campaign, Curry details the basic concepts of PPC for builders including the importance of keywords, ad copy and tracking. To cite the benefits, Curry details an Atlanta-based builder who used PPC to drive eighty percent of the site’s new visitors and ten percent of the site’s total traffic.
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