PLOST

(google自动翻译，质量不行啊……)
原文链接：http://www.itbusiness.ca/it/client/en/home/News.asp?id=51569

Pay-per-click (PPC) advertising can be an expensive marketing strategy for many smaller businesses.每次点击付费（每次点击付费）广告可以是昂贵的营销战略对于许多小型企业。 Still, it can be a very effective tool for driving traffic to your site and making sales or “conversions.”尽管如此，它可以是一个非常有效的工具，提高网站的点击量和销售额或“转换” 。

To embrace, what online marketing software company, HubSpot , calls “inbound marketing”, executives need to rethink traditional interruptive strategies and consider using PPC advertising, search engine optimization (SEO), blogging and social media.拥抱，什么网络营销软件公司， HubSpot ，所谓的“入站营销” ，主管必须重新考虑传统的阻碍战略，并考虑使用每次点击付费广告， 搜索引擎优化 （ SEO ） ， 博客和社交媒体。

HubSpot’s vice-president of marketing, Mike Volpe, has many tips for making your PPC strategy more effective. HubSpot的副总裁营销，麦克沃尔佩，有许多窍门，可帮您每次点击付费的战略更加有效。

While it can be expensive, pay-per-click is a very effective tool for marketers to do initial testing when devising their overall strategy, and for learning how to build future ads and receive reports on traffic from Google.虽然它可能很昂贵，每次点击付费是一个非常有效的工具，市场做初步测试时制定的总体战略，并学习如何建立未来的广告，并收到来自谷歌的流量。

The most important thing you want to get out of pay-per-click is higher conversion rates.最重要的事情要摆脱每次点击付费是更高的转换率。 This refers to the percentage of users (of the total number who visit your site) who actually do what you intended them to: purchase a product, download a report or fill out a form.这是指用户的百分比（总数谁访问您的网站）谁实际做你打算他们：购买产品，下载报告或填写表格。

Better conversion can be achieved by increasing click-through rates: the number of searchers who click on your advertisement, Volpe said.更好的转换，才能实现增加点击率：搜索的人数谁点击您的广告， Volpe说。

And an increase in click-throughs can be achieved by testing.Executives should test keywords, focusing on popular search terms, such as “free” or “download” and check out their competitor’s ads to see what works for them.并增加了按证券可以实现testing.Executives应测试关键词，侧重于流行的搜索字词，如“免费”或“下载” ，并检查了他们的竞争对手的广告，看看他们的作品。

Marketers should be monitoring the variations of ads produced and put a hold on the ones that aren’t doing well.营销人员应监测变化的广告制作，并保留那些没有做好。 Volpe says you want to make sure all of the ads have been viewed at least 100 or 200 times before making any decisions.沃尔佩说，要确保所有的广告被认为至少有100或200倍作出任何决定之前。

When choosing keywords, Volpe recommends using a three- or four- word, rather than a one-word phrase, which can be expensive when bidding and highly competitive when search results are being ranked.在选择关键字，沃尔佩建议使用3或4个字，而不是一个词短语，可昂贵的投标时，在高度竞争性的搜索结果排名。

You need to also consider the type of keyword search you use, Volpe said.你也需要考虑类型的关键字搜索您使用， Volpe说。 On Google , you can choose three different types of match types for Google which will affect your outcome.对谷歌 ，您可以选择三种不同类型的匹配类型的谷歌这将影响您的结果。

Choosing a broad match strategy will make your ad show up for singular and plural forms, synonyms and other relevant variations or synonyms of the word.选择广泛匹配的战略将让您的广告出现在单数和复数形式，同义词及其他相关变体形式或别名一词。 You will have a higher impression rate with this strategy but a lower click-through rate because the words are less targeted.您将有更高的印象率这一策略，但较低的点击率，因为话少的目标。

A phrase match, involving keywords with a phrase in quotations, is a little more specific if you want to increase click-through rates but can sometimes be ineffective because it places your keywords in between other sentences, changing the meaning or subject of the keyword search.词组匹配，涉及的关键字词组的报价，是一个小更具体的如果你想增加点击率，但有时可能是无效的，因为它使您的关键字，在与其它句子，改变的含义或主题的关键字搜索。

Exact matches will only reveal matches with that exact search and is much more targeted.完全匹配的比赛将只显示与精确的搜索和更加有针对性。

Users can improve their conversion rates by ensuring the landing page that their ad is directed to is not the homepage, but the object they are trying to sell or advertise.用户可以改善他们的转换率，以确保目标网页，他们的广告是针对没有主页，但反对他们正试图出售或宣传。

“All things have interplay that I like to call ‘the state of mind of the searcher,’” Volpe said. “一切事物都是相互影响，我想请’的精神状态搜索， ” Volpe说。 He urges marketers to “take a step back and think not about what you want to accomplish but what the person who is doing the search is trying to accomplish.”他敦促商家要“退后一步，想不想要完成什么人，但谁做搜索正试图完成的任务。 ”

You can also improve your keyword strategy by using negative keywords, by adding a dash, Volpe said.您还可以改善关键字战略使用否定关键字，通过添加一个破折号， Volpe说。 For instance, if you sell a high-end product, use a dash to omit search words, such as free or low-cost.例如，如果您出售高端产品，使用破折号，省略的搜索字词，如免费或低价。