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- What Is PPC Advertising?
| What Is PPC Advertising? |
| Written by Alex Plana | |
| Tuesday, 13 January 2009 04:18 | |
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The term PPC is short for Pay-Per-Click, and is now one of the most popular forms of internet advertising. Online ads appear in the form of text or images, and are displayed on blogs, search engines, and websites. Advertisers compete for and bid on keywords. When their ads appear in search results and receive a click, the advertisers are charged for each click.
The term PPC is short for Pay-Per-Click, and is now one of the most popular forms of online advertising. Online ads appear in the form of text or images, and are displayed on blogs, search engines, and websites. Advertisers compete for and bid on keywords. When their ads appear in search results and receive a click, the advertisers 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 keywords being targeted by an advertiser. High traffic keywords 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. Search engines can factor the amount to charge on CPC by measuring how relevant an offer is to an advertisers targeted keyword. Google, for example, uses a Quality Score (QS) system that determines the relevancy of key terms to the ads being used on a landing page. If the Quality score is high, a keywords CPC will be lowered, and the ad position will be increased. Click-Through-Ration and the relevancy of landing pages are also factors which determine a favorable, or unfavorable quality score. Most PPC ads are placed on the top right hand side of most Search Engine Result Pages (SERPs). They are typically identified or labeled as Sponsored Links, Sponsored Results, Sponsored Sites, or some similar wording. The remaining area of a Search Engine Result Page displays natural Search Engine Optimization (SEO) results. PPC has emerged as one of the more popular internet advertising models. The main reasons for this is that with PPC, the advertiser only pays for results. Results being in the form of clicks and clicks resulting to a visitor going to a website. Another reason is that PPC campaigns can be displayed in the search engines fairly quick (within minutes to a few days). This is much better then SEO where it can take up to several months to rank for the same key terms within their SERPs. In addition, if executed correctly, PPC can provide a tremendous profit source for a business. An effective PPC campaign can be set up fairly easy in Google, Yahoo, and MSN. However, setting up an effective campaign often proves difficult for most individuals because the factors involved. Choosing key terms is immensely important, and can prove to be quite costly if the wrong key terms are chosen. Success is a combination of how a campaign is structured, effective landing page creation, continuous testing, and cost effective bid optimization. Forward thinking companies 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 evolving, and with more businesses entering the market daily, the businesses that employ high-level search marketing strategies will emerge the clear winners. 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 PlanASEM.com, 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 Search Marketing Blog.
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