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Pay per Click
What Is PPC?
Pay-Per-Click (PPC) allows you to advertise in top positions on
search engines. (Pay-Per-Click is also called Paid-Placement, Pay
for Performance, and P4P).
You can control the placement of your ads. The more you bid against
your competitors, the higher your ad will be placed. When a user
clicks on your ad, they come to your website and you pay for that
click.
PPC has precise tracking tools. You can measure click and conversion
rate. You can delete ads and campaigns that don't work.
Someone famously quipped that in traditional advertising, 50% of
your budget works and 50% doesn't work. The problem is that you
don't know which 50% is the one that works.
With PPC, you know precisely to the number of clicks which ad works.
You can delete the ads that don't work and concentrate your budget
on the ads that work.
By deleting the bad ads and developing new ads based on the good
ads, your campaign will improve, month after month.
Why the Interest in PPC?
Web advertising is now nearly $10 billion per year. This is larger
than the entire billboard industry, 80% of the magazine advertising
industry, and half of radio advertising. General advertising is
growing only 7% but internet advertising is growing 32% per year.
Companies are discovering that PPC works and they are reallocating
their advertising money. Ford Motor Company moved 10% of its budget
away from radio/TV to the web. Newspaper advertising has fallen 4%
due to online competitors. Fully 40% of all online advertising is in
PPC and that is growing extremely fast. Google doubled its revenues
each year. In 2004, it doubled from $2 billion to 4 billion and it
will probably double again in 2005.
PPC Isn't Blocked
Nearly every other form of advertising can be blocked. Radio
listeners simply switch channels. Many are signing up for satellite
radio which has no advertising. TV viewers either switch channels,
subscribe to cable, watch Netflix, or are using Tivo to skip the
advertising altogether.
Web advertisers who use Flash, banner ads, or image ads are
discovering that users can use the Mozilla web browser and block
those ads. Simply rightclick and the Flash and banner ads disappear.
Advanced users have switched to Mozilla. Those people are the best
buyers but they don't even see ads anymore.
PPC works entirely different. Users choose to search for ads on
search engines. The ads are context-related. If they search for
organic cat food, they see only ads about organic cat food. There is
no clutter of irrelevant ads. There is no incentive to channel surf
or block the ads.
We expect that PPC will continue to seize market share from other
forms of online advertising. Online advertising will continue to
carve out revenues from traditional marketing.
How PPC Works
You open an account i.e. at google.com.
You select the keywords and keyword phrases that people will use to
find your web site.
You set the maximum amount you are willing to spend for a visitor to
your web site. If you bid 5 cents on your keyword listings, your
account is charged 5 cents each time someone clicks on the link to
visit your web site.
Reporting tools show you which words and phrases people are using to
find your web site. You can tell at a glance which keyword phrases
are producing results. This allows you to discontinue ads that are
not working and focus on ads that are working. You can even use the
ads that are working to help create new ad campaigns.
Conclusion
PPC lets you buy the top positions at search engines. Due to the
nature of PPC, small companies can compete against large
corporations.
PPC brings a stream of interested, ready-to-buy customers. Your
sales and revenue will grow.
PPC's tracking and report tools let you delete what doesn't work and
improve what works.
PPC is the most cost-effective method for advertising your products
and services. It works.
Most of your competitors don't use PPC. They don't know about it or
they don't understand it. Of some 13 million companies in the USA,
only a few hundred thousand are using [PPC Advertising] (Business
Week, April 2004).
For being get listed in search engines, no need to
wait... The pay per click advertising on search engines is the best
way to get immediate listing in search engines and target visitors (increase
traffic). It enables your site to list at the top position of the
search engines. In pay per click advertising you have to pay when a
visitor visits (clicks on your listing ad) your site. You do not
have to pay just for listing. It is risk free and a better &
considerably cheaper alternative to get listed in search engines.
In PPC advertising your website will appear when a
search is performed for your chosen keywords that refer to your
product or service. You have to decide how much you are willing to
spend for each of your keywords so as to appear in the result for
the keywords you choose. The higher you are willing to pay per click,
the higher your site will appear in the search results.
Advantages
Pay per click search engines has various
advantages. These search engines allows skipping all the search
engine optimization stuff and only pay for real visitors. Unlike
banner advertising where you've to pay even for viewing the ads,
pay-per-click search engines charges only when someone actually
clicks on your listing (text ad). This means that you're getting
definite and confirmed visits.
Pay-per-click engines are the most cost effective
alternative to get targeted visitors. You can buy a good ranking for
your keywords in a very low price, but popular and more competitive
search terms can cost you more on the larger pay per click search
engines especially Google Adwords, Overture and Findwhat.
Points you should keep in mind while bidding in
Pay-per-Click engines:
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Bidding should be done on relevant terms that
can bring for you quality traffic. Bid on terms directly related
to your site. Imagine for example if www.auroin.com decides to
go for PPC campaigning, it would be bidding on terms such as "Search
engine optimization" or terms that are main spotlight of the
site. If you bid for terms that are not directly related to your
website, then the visitors who come from these terms are not
likely to sign up with you but you still to pay for them.
-
It is recommended to bid always on low-cost
relevant terms. The cost of keywords having more competition
will cost you higher than low competitive terms. For example
webnet-pt.net has to pay more for the keyword "Search engine
optimization" than the term "website seo" or such similar terms.
This will give you less traffic of course but is much more cost
effective.
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