PPC advertising, or pay-per-click advertising, is an internet advertising model most commonly used on search engines and content sites such as blogs. Millions of people use Google or Yahoo search engines every day to search for information. When their search pages come up, PPC advertisements pop up in the sponsored links section of the search results. Typically, advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases which are relevant to their target market while content sites commonly charge a fixed price per click rather than use a bidding system.
PPC is an online advertising format that allows you to buy your way to the top of search results pages. This tactical form of PPC advertising permits you choose keywords or phrases you would like your site to be associated with when a search is performed. The beauty is that organizations have the ability to decide how much they are willing to pay each time a person clicks on the search results. Many advertising executives believe that PPC advertising is “the now” form of advertising. PPC advertising is effective and streamlined because you’re marketing directly to your chosen audience, and to people who are interested in what you have to sell. The person who clicks on your advertisement wants to learn more about your product or service.
To conduct a successful PPC advertising campaign, a few simple rules should be followed. First, identify your target customer. Secondly, use a large number of relevant search phrases. In short, you need to devise as many relevant key words and phrases as you can, so that more customers have a chance to stumble upon your advertisement. Thirdly, your site’s landing page should be simple and easily navigable, so that potential PPC advertising customers are not sent on a wild-goose chase trying to nail down a particular product or service. Nothing can be more frustrating than looking for an elusive product that promised to be at the end of a mouse click. Fourthly, don’t just spend the money on PPC advertising, an advertiser also needs to set aside time and effort to monitor the results of the PPC advertising campaign.
Keep track of how much you are spending on Pay Per Click versus profits generated from the ads. An advertiser can simply do this by installing free tracking tools and applications to measure which keywords are driving more effective results for their dollar. Such research and feedback will help you to hone your advertising and search engine skills more effectively so that subsequent PPC advertising campaigns can be more lucrative. Online brand advertising is one area where many companies fail, but in order to extend their brand images online, a little research is necessary so that PPC advertising can be part of their company’s marketing arsenal. It has been found that when PPC advertising fails, it has usually been because not enough keywords were used and the PPC text advertisements were also poorly written.
For professional PPC advertising see PPC Advertising.