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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’, meaning you pay each time a user 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 it 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 go to
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 sage ‘backup’ traffic source for ALL online businesses.
In this book, you’ll learn more about Bing and how it differs from 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.

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