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How Do I Choose the Best PPC Advertising Networks?

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  • Written By: Alex Newth
  • Edited By: Angela B.
  • Images By: Eugenio Marongiu, Auremar, n/a
  • Last Modified Date: 15 November 2016
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Pay-per-click (PPC) advertising networks are online marketing schemas in which a marketer places a PPC ad on his or her website and gets paid each time someone clicks that ad. There are many different PPC advertising networks on the Internet, and finding the best one can be difficult. Choosing the best PPC advertising network will depend on whether a particular network is easy to use and has a variety of advertisers. How much control the marketer has over the advertisements also will play a role.

An easy-to-use PPC network is essential, especially for newer advertisers. This means the network helps the marketer set up the PPC coding, allows him or her to make customizations, and offers complete tracking without the marketer having to do much work. If the PPC advertising networks are hard, then the marketer will waste time wrestling with the system rather than building up a website and making money. The interface can usually be checked if the marketer signs up for the network and looks into the system.

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The variety and amount of advertisers, or businesses that are paying to have their ads on the marketer’s website, will allow the marketer to make more money and will enable him or her to work with different keywords. If there are only a few advertisers in one of the PPC advertising networks, this means fewer ads will be shown overall. If the advertisers have spent their allotment of money for advertising for the day, then ads from that advertiser will not display again until the next day. Joining a network with many advertisers will ensure the marketer has a better chance of getting an advertisement displayed and clicked on from his or her website.

Having more advertisers, especially if they are distinct, allows the marketer to target various keywords. For example, if the marketer makes a website about phones, and one of the PPC advertising networks has multiple companies, there is a good chance that several of those companies will bid on keywords related to the phone website. If the network only has a few advertisers or a narrow range of advertisers bidding on keywords, then irrelevant ads may appear on the marketer’s website and may not generate as many clicks.

Controlling the ads and being able to change them is another essential aspect of successfully using PPC advertising networks. It has been shown that if an ad is unattractive or does not blend into the website, it has a lower click rate. If the network gives the marketer the ability to change the advertising colors and font, it can help increase clicks.

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