A successful pay-per-click (PPC) campaign depends on optimization. In order to optimize your PPC properly, you need all the data from your site and analyze it thoroughly. Analyzing your data thoroughly will help you understand how you are performing on the World Wide Web. There are many tools out there that will help you track your performance. Google and Yahoo have great tools that are free to use. There are a couple of other sites that are side-tracking tools. These tools are Webside Story's Hitbox Professional or Hitbox Enterprise. Hitbox allows you to accurately track all of your marketing campaigns with one system (SEO, PPC, organic, email campaigns, marketing campaigns, etc.).
The success of PPC relies on five elements: keyword selection, bidding, landing page, ad copy, and optimizing. These five elements all go hand in hand. So if one of these elements is implemented poorly, than the rest of your elements will be as well, leading to a failed PPC campaign. There needs to be balance in these elements as well. You cannot focus solely on three of these elements and forgot about the rest. All need to have equal attention and focus in order to have a successful PPC campaign.
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