Pay Per Click advertising (PPC)
Pay per Click (PPC) campaigns are advertising campaigns that operate on search engine results pages (SERP). This is the search engine advertising in which payment is based on the number of times the ad is ‘clicked’ from the results list. Site owners bid the amount of money they are ready to pay per click for each keyword. At the end of the auction, the one with the greater bidding amount receives the top position in the list.
It gives them a choice regarding the keywords they would like their advertisement to appear for when a search is performed.
PPC campaigns are situated at the top right side of the SERPs. They are a couple lines of keyword rich text advertising campaigns that are linked to any page on a website which the advertiser wants to promote. In this form of internet marketing, the media is sold only on clicks and not on impressions or actions taken.
PPC is a quick and cost effective advertising method if used properly. With a relatively small investment you can get targeted traffic to your website immediately. Generally it takes 5-6 months for search engine optimization of any site, while PPC campaigns can be set up in a matter of a few minutes and you get your ad at the top of SERP. PPC campaigns can also be executed during the SEO process for greater and instant traffic generation.
Pay per Click campaign with internet search engine sites like Google, Yahoo is popularly known as Search Engine Marketing (SEM).
Google’s PPC program known as ‘Google AdWords’ is currently considered the best in the industry. What differentiates it from others is its ad positioning strategy. Unlike other search engines it is not just the bidding amount that decides the ad placement but also the quality which plays a crucial part. Google offers discounts to those with a higher click-through rate.
Google AdWords is different. They allow user opinion on how relevant and well-targeted ads for each keyword are by counting the CTR (Click through Rate) as a percentage and multiplying that by your CPC (Cost-Per-Click) to determine the rank of the results.
