June 2, 2006, Newsletter Issue #36: Pay Per Click Advertising and Strategic Internet Marketing

Tip of the Week

Pay per click advertising is unquestionably a powerful Internet marketing tool, but itís not the only one. Your Internet marketing strategy will probably include targeted (opt-in) e-mail marketing, publishing e-zines, writing and submitting articles, participation in discussion groups, and so on.

That said, pay per click search engines canít be omitted in your Web marketing campaigns. But what percentage of your Internet marketing do you devote to PPC or CPC search engines? There is no definitive answer, since each aspect of your Internet marketing strategy has to be tailored to your business. If you determine that, for example, e-zines are just a nice add-on but that in terms of strategic Internet marketing, you want to pour 50 percent of your advertising efforts and dollars into pay per click advertising, then do so.

The key to successful strategic Internet marketing is simple: evaluate and re-evaluate.

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