PPC is short for Pay-Per-Click and is a form of online advertising. Ads in the form of text or images are displayed in search engines, blogs, and other websites. Advertisers bid on key terms and anytime someone clicks on their ad, they are charged for each click.
There are many PPC advertising networks but the most common are Google AdWords, Yahoo Search Marketing, and MSN adCenter. Google is the most widely used because of their ability to deliver significantly more ad impressions than any other search engine. To advertise on Google, an advertiser will typically pay more in Cost-Per-Click (CPC) compared to the other search engines.
The cost of Pay-Per-Click is largely dependent upon the type of key terms being targeted by an advertiser. High traffic key terms will usually result in higher CPC, and keywords that bring in lesser traffic typically have a lower CPC. As a result, no two advertisers will have the same CPC. There are also a variety of other factors that determine what an advertisers CPC will be.
A key question is how search engines determine how much to charge. This is done primarily by measuring the relevancy of an offer with respect to the keywords being targeted by the advertiser. Google uses a Quality Score (QS) to determine the relevancy of keywords used in landing pages and ads. Lowering a keywords CPC and increased ad position is a measurable result of a high quality score. Quality scores are improved by high Click-Through-Ratios (CTRs) on quality landing pages.
Many Search Engine Results Pages (SERPs) feature PPC ad placements on the top and right side, and are they are usually labeled with Sponsored Links, Sponsored Results, Sponsored Sites, or a similar term. The remaining area of a SERP contains natural or SEO (Search Engine Optimization) listings.
PPC is presently one of the most popular methods of internet advertising. One of the main reasons is that advertisers only pay for actual clicks where the visitor goes to a designated site. Another important reason is that PPC campaigns can end up being displayed quickly in search results"often in minutes to a few days. This trumps SEO where several months can past before the same keywords receive ranking in search results. When executed correctly, PPC can yield amazing results for the bottom line of a business.
It is fairly easy to setup a PPC campaign in Google, Yahoo, and MSN, but to effectively execute a successful campaign may prove to be a difficult for most individuals. There are many variables to consider when trying to run a successful PPC campaign. The type of keywords picked is an important factor to a campaign's success. Choosing the wrong keywords can prove to be costly and not choosing the right keywords is a passed opportunity. The way campaigns are structured, continuous testing, proper landing page creation, and bid optimization are other contributing factors to a successful PPC campaign.
Forward thinking organizations are taking full advantage of PPC advertising for branding and to maximize profit. There are some who can manage their own PPC campaigns, but it is highly recommended even for them to use the expertise of search marketing professionals. PPC is constantly growing, and with more businesses entering the market daily, the businesses that employ high-level search marketing strategies will emerge the clear winners. - 16928
There are many PPC advertising networks but the most common are Google AdWords, Yahoo Search Marketing, and MSN adCenter. Google is the most widely used because of their ability to deliver significantly more ad impressions than any other search engine. To advertise on Google, an advertiser will typically pay more in Cost-Per-Click (CPC) compared to the other search engines.
The cost of Pay-Per-Click is largely dependent upon the type of key terms being targeted by an advertiser. High traffic key terms will usually result in higher CPC, and keywords that bring in lesser traffic typically have a lower CPC. As a result, no two advertisers will have the same CPC. There are also a variety of other factors that determine what an advertisers CPC will be.
A key question is how search engines determine how much to charge. This is done primarily by measuring the relevancy of an offer with respect to the keywords being targeted by the advertiser. Google uses a Quality Score (QS) to determine the relevancy of keywords used in landing pages and ads. Lowering a keywords CPC and increased ad position is a measurable result of a high quality score. Quality scores are improved by high Click-Through-Ratios (CTRs) on quality landing pages.
Many Search Engine Results Pages (SERPs) feature PPC ad placements on the top and right side, and are they are usually labeled with Sponsored Links, Sponsored Results, Sponsored Sites, or a similar term. The remaining area of a SERP contains natural or SEO (Search Engine Optimization) listings.
PPC is presently one of the most popular methods of internet advertising. One of the main reasons is that advertisers only pay for actual clicks where the visitor goes to a designated site. Another important reason is that PPC campaigns can end up being displayed quickly in search results"often in minutes to a few days. This trumps SEO where several months can past before the same keywords receive ranking in search results. When executed correctly, PPC can yield amazing results for the bottom line of a business.
It is fairly easy to setup a PPC campaign in Google, Yahoo, and MSN, but to effectively execute a successful campaign may prove to be a difficult for most individuals. There are many variables to consider when trying to run a successful PPC campaign. The type of keywords picked is an important factor to a campaign's success. Choosing the wrong keywords can prove to be costly and not choosing the right keywords is a passed opportunity. The way campaigns are structured, continuous testing, proper landing page creation, and bid optimization are other contributing factors to a successful PPC campaign.
Forward thinking organizations are taking full advantage of PPC advertising for branding and to maximize profit. There are some who can manage their own PPC campaigns, but it is highly recommended even for them to use the expertise of search marketing professionals. PPC is constantly growing, and with more businesses entering the market daily, the businesses that employ high-level search marketing strategies will emerge the clear winners. - 16928
About the Author:
Alex Plana is Search Marketing expert with personal success in SEO, PPC, and Affiliate Marketing. In addition, he is a talented web designer and currently owns and operates Plan A SEM, an organization specializing in providing small to medium size companies "large company" online services at an affordable rate. In addition, Alex offers Search Marketing news and tips on his popular SEM News Blog.
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