Pay-Per-Click advertising (PPC) can be a very effective marketing tool when used skillfully and wisely. Recently, I posted a series of three articles explaining how you can run PPC ads on a budget, target your ads using keyword phrases based on buyer-intent and creating a landing-page or micro-site for a targeted Pay-Per-Click ad. This article is a quick recap for anyone who still may have reservations about trying PPC advertising as a marketing channel for your eCommerce website. The trick is to have a plan. No one wants to waste a dime on ineffective ads that reach the wrong people. (That statement is as true for traditional advertising as it is for online advertising.)
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