Pay Per Click (PPC) is a Search Engine Marketing technique. It is a way to advertise what you sell or offer on the Internet using search engines, websites and advertising networks. The main benefit is that you only pay when a web user actually clicks on an advert to visit your website, therefore making this a highly cost effective way of marketing your website on the Internet.
PPC advertising involves keywords, or themes, that you believe your target market or audience would enter into a search engine, such as Google, when they are searching for their particular product or service.
“Keywords” are simply words or phrases that directly relate to the subject being searched for, which can even include product model numbers. Initially you will need a list of keywords that you think your audience would search for and at this stage you would usually contract a Pay Per Click Manager (PPC Manager) to compile an optimum list for your product or service. Phil Yarrow Consulting offers a complete PPC Management service.
When someone searching for a particular product or service types a keyword query which matches your specified list of words or phrases, your advert will appear on the front page of the search results page. These adverts are called “sponsored links” or “sponsored ads” and appear next to or above the natural or organic results on the page. Remember, you only pay when the user actually clicks on the advert hence the phrase “pay per click”.
In addition to search engines, PPC adverts may also appear on what is called ‘Advertising Network’ websites, where the advertising, or content network, endeavours to provide adverts that are relevant to the content of the page that they appear on and no search operation is involved.
Some examples of Pay Per Click companies currently include: Google AdWords, Yahoo! Search Marketing, Microsoft adCenter, Ask, LookSmart, Miva, Kanoodle, Yandex and Baidu. Google AdWords is the largest of these.
There are many benefits for you in using PPC to advertise your website:
If you have an existing PPC Campaign running but you don’t feel it’s producing the desired results, we can offer a FREE PPC Review.