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Pay Per Click Advertising Programs

New websites, less than 6 months old, often have trouble getting high rankings in the search engines.  For those sites, Girl Geek recommends using Pay Per Click (PPC) advertising programs, such as Google AdWords, Yahoo Search Marketing or MSN Live Search, to drive targeted traffic to your site.

There are pros and cons to using PPC.  The pros include:

• No contract - you can start and stop your campaigns at any time

• Set your own budget - a minimum monthly budget is required
• Flexibility - you can change ad content and keyword bids at any time
• Self-Serve - you can set them up and monitor them yourself, though there are a few in's and out's you should know so as not to waste your money
• Geo-targeting - you can set your ads to run in specific geographic areas only or the whole country
• Conversion tracking - you can set up a report to track your ROI and conversions by dropping some code into key pages of your website

Cons to using PPC include:

• Time consuming to set up and monitor
• High cost of very competitive keywords (balanced by low cost of uncommon or "long-tail? keywords)
• Not everyone uses PPC ads when searching the internet

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