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For years together, enterprises and marketing experts have relied upon traditional forms of advertising namely newspaper, radio, and television to inform customers about the launch of a new product or service. However, with the advent of internet, a fresh perspective in the form of online marketing has emerged. It was realized that online marketing activity was important to connect with the larger target audience as a huge number of people spend majority of their time on the web from either their work place or home.

Since the beginning of 2000’s, online advertisement and SEO (Search Engine Optimization) campaigns became the call of the day as more and more entrepreneurs realized the potency of this marketing genre. Taking the online marketing trend a step further, PPC or pay per click is the extension of an SEO activity. PPC is an online marketing campaign that quickly improves the ranking of a website on a search engine page result, thus enabling enterprises to gain profound business results in a short span of time.

However, a PCC campaign comes at a price point. Unlike SEO, a pay per click is a paid activity that needs to be supervised by a PPC expert. Therefore, companies considering starting a PPC marketing campaign must hire a PPC expert with requisite experience and expertise. The competence and qualification of a PPC expert is important for the success of the campaign. Companies must ensure engaging a PPC expert who is also a Google AdWords certified professional. In the domain of internet advertisement and marketing, Google AdWords certification is an important qualification that gives an individual a thorough insight as to how to lead a PPC campaign efficiently. In addition to that, professionals also learn about SEM (Search Engine Marketing), SMO (Social Media Optimization) and SMM (Social Media Optimization). A clear cut understanding of all these online marketing aspects is important to device a holistic approach to marketing and advertising.

A Google AdWords certified professional has the competency to improve the performance of the PPC campaign. He/she will employ new techniques and strategies which non certified personnel may not be aware of. Google AdWords has a very extensive syllabus covering every nuance of online marketing. It trains “to be internet marketing expert” for things like Conversion Optimizer, Website Optimizer, Content Network, and Google Analytics. The knowledge of all these components is very important for the successful realization of a PPC campaign.

A PPC campaign can become a very costly endeavor if not carefully drafted under the guidance of a certified professional. In many cases, a PPC campaign fails to achieve targeted goals for it lacks proper research of keywords, inclusion of relevant keywords in the campaign, focused approach and clear landing pages. Therefore, to maximize one’s ROI, mandatorily hire a PPC expert who is a Google AdWords certified professional.

A certified PPC manager will add value to the campaign. He/she will use his/her expertise into achieving the following targets of the entire campaign.

• Analyzing Business Goals

• Identifying the Target Audience

• Relevant Keyword Research

• Giving Structure to the Campaign

• Supervising Landing Page Development

• Extending Momentum to the Campaign

• Conducting Statistical Analysis & Reporting

• Following-up the Campaign.



Source by Ravi Dhanai