Pay Per Click, or PPC, is an Internet advertising model that uses search engines, advertising networks, and content sites to display your text ads - matching the type of business that you have or the type of products you are promoting.
With search engines, advertisers typically bid on keywords or keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. Basically, you the advertiser pay a rate you specify for every visitor who clicks through from that site to your web site. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site. Each unique keyword phrase has its own bid price. You set the budget.
Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model. Cost per click (CPC) varies depending on the search engine and the level of competition for a particular keyword or phrase. Successful PPC advertising, managed by a certified expert, ensures that your text ads reach the right audience while your business only pays for the clicks your ads receive.
What is the key to an effective PPC campaign?
The key to effective PPC campaigns is in your keyword strategy and the quality of your visitor analytics. Many companies set up their PPC advertising campaigns without much planning or monitoring of daily results. Campaigns need to be structured so that unproductive keywords can be filtered out and high performers improved upon.
Popular keywords are associated with particular solutions in visitor’s minds. Your ad’s appearance is not a certainty when you’re trying to sell a specialized niche product under a general common search term. A sophisticated keyword or key phrase and ad copy strategy will be needed.
To maximize your PPC advertising performance, you must bid on the right key words or keyword phrases, write persuasive ad copy, and have a well-written page to have them click through to. If you know how to attract the prospect and deliver them seamlessly to a solution they need, you’ll be achieving a valuable sales rate. The number of words you can use in your ads is restricted so writing attractive, persuasive text ads is much harder than you’d expect.
To find out more about PPC and related Internet topics join us at my FREE “Branding” and Tea seminar on May 29th, 1 – 4 PM. It will be hosted at the Sixth Avenue House B&B in Asbury Park and the Keynote speaker will be Craig Gunter of INCA Graphic Production.