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There is probably no one who doubts that PPC is here for the long term. And while many dismissed PPC in the early days, it is clear, based on earnings reported by the search engines, that PPC is here to stay.

Therefore, online marketers need to understand what it is, how to use it and what your competitors are doing. It is also important to know what some of the most effective tactics are out there.

The first thing to know is that PPC marketing is evolving just like organic placement. There are new players entering the market with unique ways to help you improve your PPC results.

Take MSN, for example. Because of its huge user base it can offer demographic placement of ads. In other words, if you want your ad to appear only for Women in the 20-35 age group then MSN offers that ability.

Google and Yahoo! are also offering some form of demographic placement, but not to the extent of MSN. With these two you can also opt to place ads in geographic areas, for example, or limit your contextual advertising to appear only on selected sites if you chose to do contextual matching.

Further, as a PPC advertiser you need to be aware of the types of ads and delivery platforms being developed right now.

For example, we already know that Google is moving into Click to Call ads. They are offering AdWords advertisers the ability to advertise in magazines, and likely they’ll soon be able to advertise on the radio as well.

But, there are also other formats in the works such as rich media ads and video ads.

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