Understanding The Concepts Of Pay Per Click Marketing

For those who are planning on online marketing, knowing the basics of pay per click advertising, or PPC, will help in getting the best advertising results. What are PPC ads? When a search engine lists results for a keyword search, the PPC ads are displayed along the right hand side of the results page. PPC advertisements are designed to show up when certain keywords are searched, enticing the searcher to click through to the advertiser’s site. The advertiser is then charged for those clicks. Properly directed PPC advertising requires research, online tools, and perpetual adjustment to deliver the maximum result for the advertiser.

When implemented properly, PPC advertising can provide amazing results. Basically, PPC advertising involves a marketer paying a set price for an advertisement to show up on the search engine results front page whenever specific keywords are used by a searcher. These paid ads are located to the right of the general results. There are two general pricing structures for these ads. The marketer may place a bid for an ad and that price will determine the position where the ad is placed. Optionally, there may be a set price that will cause an ad to show up when specific keywords are used in the searching process. Pay per click differs from pay per view, because the PPC advertiser only pays when a user clicks on the ad, rather than for each impression or appearance.

While Google and Yahoo lead the pack in PPC-capable search engines, numerous others offer such services as well. In order to have an effective PPC plan in place, marketers will need to offer the search engine an adequate amount of money to move up in rank whenever the desired keywords are used in a search.

The key to any effective PPC campaign is the strength of the keyword. Marketers should select keywords that are heavily searched, generate a lot of traffic, and are directly relevant to the site that they are trying to promote.

Once these keywords have been selected, the marketer then creates an account at the PPC site of choice and bids for these ad words. If the keywords are highly competitive, the price will naturally run quite high. Much money is to be made in the less competitive, but highly searched keywords as well, so savvy marketers keep their eyes open to all options. Once the bids are in place, it is time to work up an ad. The ad must attract attention and promise to offer the searchers what they need. If a searcher clicks on the advertisement, he or she will land on the intended web page. To convert visitors into customers, the landing page must give the searchers what they are looking for. A web page that is unrelated to the PPC advertisement and keyword is a waste of money, because it is not what the searchers are looking for.

Marketers use a variety of programs to determine how well their PPC plans are working. These tools give an overview of the success of the campaign by highlighting details such as the advertising cost per conversion and the keywords that are registering the most hits with search engines for a particular item. Web optimization tools are essential in learning where the weakest parts of a PPC plan are so they can be strengthened to improve results. With the use of such tools, marketers can enhance the relevance of a landing page by linking it with the keywords that appear to be the most successful. Marketers are also able to select a variety of highly-searched keywords and connect them to a variety of landing pages.

Based on the information these PPC programs can provide, certain website owners have even started to use them as they begin to conceptualize a new business. This reverse approach is more likely to ensure success of a venture when a site comes online.

Pay per click advertising is not a get-rich quick scheme. It requires keyword research, strategic content writing, and re-evaluation and honing of the campaign. With the proper PPC strategy in place, the online site can be a huge success.

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