| SEM > PPC - Pay Per Click |
PPC (Pay-Per-Click) search advertising is one of the two forms of search engine marketing. PPC is very quick to setup and produces measurable results in short order. It is risky if not done correctly. A PPC expert can help you manage your campaign to produce optimal results.
Our most popular offering is our ongoing PPC management service - in which we handle everything needed to create and manage your PPC (pay-per-click) campaign. It includes keyword research, ad copy development and testing, tracking, revisions, etc.
Pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown. These ads are called a "Sponsored link" or "sponsored ads" and appear next to or above the "natural" or "organic" results on search engine results pages.
Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and Yahoo! Publisher Network attempt to provide ads that are relevant to the content of the page where they appear, and no search function is involved.
While many companies exist in this space, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Arguably this advertising model may be open to abuse through click fraud, although Google and other search engines have implemented automated systems to guard against this.
PPC engines can be categorized into two major categories "Keyword" or sponsored match and "Content Match". Sponsored match displays your listing on the search engine itself where as content match features ads on publisher sites and in newsletters and emails.
There are other types of PPC engines that deal with Products and/or services. Search engine companies may fall into more than one category. More models are continually evolving. Pay per click programs does not generate any revenue solely from traffic for sites that display the ads. Revenue is generated only when a user clicks on the ad itself.
Advertisers using these bids on "keywords", which can be words or phrases, and can, include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of the amount bid. Keywords, also referred to as search terms, are the very heart of pay per click advertising.
The terms are guarded as highly valued trade secrets by the advertisers, and many firms offer software or services to help advertisers develop keyword strategies. Content Match, will distribute the keyword ad to the search engine's partner sites and/or publishers that have distribution agreements with the search engine company.
Google AdWords,
Yahoo! Search Marketing,
Microsoft adCenter,
Ask.com
* PPC Marketing Overview
* Structuring your Campaigns
* Selecting Keywords
* Writing & Testing Ad Copy
* Creating Effective Landing Pages
* Tracking, Measuring & Revising
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