If you’re looking to promote your brand online, then the first place to look is to PPC campaigns. A PPC campaign is of course ‘Pay Per Click’ and that means that you pay each time a user actually clicks on one of your ads. There are several things that make this a fantastic way to generate traffic, which we’ll look at later. For now though, suffice to say that PPC gives you the precise control that any advertising campaign needs and allows you to build a perfect business plan with a precise advertising spend, target demographic and profit margin. But when it comes to PPC, only one word will often come to mind: Google AdWords. Google AdWords is by far the biggest PPC platform and the one that most new marketers will get first. But there are other options out there. And actually, focusing on only Google AdWords can be a big mistake for your campaign. We’ll look in more detail at why this is in the coming chapters but suffice to say that Google AdWords is actually more expensive, more competitive and less precise in many ways. This is where Bing comes in. Bing can help you to reach an entirely different section of your market while avoiding direct competition with some of the bigger competitors in the field. As we’ll learn, Bing can offer you the perfect ‘back door’ and even help your rankings on google. It’s the perfect starting point for the small, lean business and a very wise ‘backup’ source of traffic for ALL online businesses.
In this book, you’ll learn more about Bing and how it differs to Google. You’ll learn why it’s crucial to start paying attention to Bing and you’ll learn how to take advantage of all its unique features. At the same time, we’ll also be going in-depth looking at the best practices for creating successful PPC advertising campaigns on Google OR Bing and we’ll see how this can be employed as part of a comprehensive business plan.
