Pay Per Click advertising, in brief, is a type of online advertising service used by a lot of sites in which the subscriber only pays if their ad is clicked.
When people or potential customers look for a product or service, they will most likely look to search engines like Google or Bing. For example, a person who is looking for cat food online will enter search keywords like “cat food” or “buy cat food online”. The top ranked web pages on the results page when those terms are searched are auction houses for cat food businesses. Those web pages are prime real-estate for ads pertaining to cat food businesses. Advertisers may also bid for the rights to put up ads for individual keyword phrases. When a user searches that keyword in a search engine that matches one of the keywords or keyword phrases in an advertiser’s list, PPC ads may also be displayed on the web results page. In search engines, a PPC ad may be recognized as those ads that are displayed under “Sponsored Ads” or “Sponsored Links”. These ads are made easier to see in a web results page that is full of text.
It’s one of the different ways to get an online business noticed. If you’re just starting on your business, Pay Per Click is one of the more effective methods to get your brand or product known by more users. However, managing a PPC campaign takes serious planning and decision-making. Every click on an ad will cost the advertiser a certain amount. Every click is counted even when the users don’t make any purchases on the advertiser’s website.
There are numerous PPC management services that let you easily handle your PPC campaign. The undisputed leaders in PPC advertising are Google Adwords and Microsoft Adcenter.
The rates for Pay Per Click change according to many factors, the most significant of which is the popularity of a certain keyword or keyword phrase that the advertiser bid for. A PPC ad for popular keywords will have a higher rate because of the competition for the precious ad space. It sort of boils down to supply and demand. The more in-demand a keyword or keyword phrase is and because the supply for PPC ads are low, the higher advertisers are willing to pay for it.
Because these ad slots need to be fought over, they have a higher cost. Online businesses will bid for these spots making them even more expensive. A successful PPC campaign is one that is cost-effective. Managing a PPC campaign is meticulous and costly but it is an ad service that levels the playing field for all competitors. Small businesses invested in PPC marketing and winning the bidding against much larger businesses is sure to get some face time with their intended users.
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