What is Pay Per Click or PPC Marketing?
The concept in a nutshell is that marketers purchase sponsored text ads which then show up on the SERPs (search engine results pages). Instead of paying for an advertisement in advance, businesses will pay a pre-determined fee (which they bid on) each time a customer clicks on that ad. These ads are text based ads, not fancy flash advertisements.
Compared to traditional advertising methods, PPC has many advantages. One of the advantages is that it can be measured through various tracking software which lets you see results immediately and measure the effectiveness of your ad campaign. The key is to optimize your copy on your landing page to ensure that you have the right keywords to generate the traffic to your site.
The Best Way To Bid On Keywords
It can be very expensive to bid on keywords – the best ones go for the highest bids. PPC is also a good way to decide whether a more robust advertising campaign will be successful. If your keywords are generating a lot of traffic and your tracking shows you are getting a lot of results, you may decide a full Search Engine Optimization campaign is in order.
Top Three Search Engines Offering PPC
There are many search engines offering PPC that you can use to generate traffic to your site or a site you represent as an affiliate. The top three are Google AdSense, Yahoo Search Marketing and MSN AdCenter. The differences are:
- Bidding Amounts – amounts you would bid on your keywords. If your product is a tennis racquet and you want your product to come up first in a search, you would bid a certain amount per click.
- Tracking Reports – tracking reports can vary between sites. Make sure you research the type of information you want to track to ensure it is readily available from whichever PPC search engine you choose.
- Click Through Rates & Conversions – if your keyword has a low amount of clicks, these engines have different criteria for potentially dropping your keyword. This is a rare occurrence though but might be something to keep in mind.
Disadvantages Of PPC
One of the disadvantages of PPC is fraud – that means someone (usually a competitor) clicks on your ad continually constituting a high fee on your part for zero revenue. There are solutions to this type of fraud because your tracking report will usually show that the clicks are coming from the same IP address. If this occurs, contact your PPC Search Engine right away. Another disadvantage is that a PPC ad is time-consuming as you will generally need to monitor if you are being outbid on certain keywords.
Auto-Bidding Is The Solution For PPC Fraud
One solution to this is auto-bidding which most PPC search engines offer, but it still needs to be closely monitored. If you’re not paying attention to the ‘PAY’ per click – you could end up paying a small fortune.PPC advertising is geared toward small to medium sized internet businesses. PPC doesn’t always work for affiliate marketing. These companies will want to check out the rules that the PPC Search Engine has for affiliate marketing because, like the reports, these vary.
Large and small corporations use this advertising method and one of the advantages is that small corporations can now compete against larger corporations for keywords. 80% of internet traffic comes from search engines, so, when used effectively and correctly, PPC marketing strategies can have definitive results.
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{ 5 comments… read them below or add one }
Your explanation is very easy to understand
(From Malaysia)
Hi Deni,
Ya, this is very basic content – easy to understand. If you stick around and subscribe to the feed my partners and I are about to load up this new blog with tons of killer strategies. We want this to be the most informative Internet marketing blog on the Internet period.
Thanks for stopping by.
I agree with you. PPC can generate a lot of traffic if used wisely
I want to learn from you,how I can join you!
Your explanation is very easy to understand! thank you