Pay Per Click (PPC) - A Permanent Addition To
Your Marketing Mix?
Pay per click (PPC) advertising is the hottest and
perhaps most effective way for many Internet advertisers to reach their
intended audiences. It is a marketing device that should be included in
the tool box of any company which has or plans to have a presence on
the net. The keys to pay per click are deciding what type of clicks to
use and how to make sure that each click targets the audience a company
wants to reach.
PPC advertising falls into two categories: Pay per click search engines
and ads that potential customers can click on (so called clickable
ads). Search engines based on the PPC model charge an advertiser a fee
for the ranking it receives when a particular term (keyword) is
searched. The more popular a keyword is the higher the price for an
advertiser's website to appear on the returned search list. Advertisers
who pay the most will have their products and services appear at the
head of the list given back to the person who initiated the search.
Clickable ads appear on websites which have content similar to that of
the ads. A customer perusing the website will see advertisements of
interest and perhaps click on them. The advertiser pays only when a
potential client clicks on that advertiser's ad. Some PPC advertising
companies are also experimenting with clickable ads where the
advertiser pays only if a customer clicks on the ad and makes a
purchase as well. Both of these styles of PPC advertising have
advantages. An astute Internet advertiser will examine each type to
determine which is best for its business. It is often possible that a
combination of the two models will give a company the most bang for its
How can a company go about comparing the many pay per click advertising
platforms and deciding which one is best suited to its needs? A company
must first research the PPC search engines and clickable ad programs
available; then it is wise to make a small investment to test those
programs which seem viable. When choosing a program, biggest may not
always be best. Some companies will benefit from casting a wide net
with a large company. Other businesses may be better served by working
with smaller advertising entities that specialize in niche markets.
Remember too that a company doesn't have to pay the highest price to be
placed on a PPC search engine return page. Companies are placed on the
page in descending order from the highest to the lowest bidder. Holding
a place on the first or second search page may produce significant
return at a lower cost.
Once an advertiser has decided to use a pay per click search engine or
to place a series of clickable ads, a test run is advisable. Like all
advertising companies, PPC advertising is based on a set budget. A
company establishes an account and each time a potential client clicks
on the keyword or the ad, an amount is deducted from the advertiser's
account until it is depleted. A company should set up small accounts
with several PPC companies which seem appropriate for its needs. After
setting up the accounts the advertiser then needs to devise something
on its website to track how many visitors it receives from each
company. PPC companies themselves will offer the advertiser a list of
visitors who clicked through on their advertising but these lists may
not provide a company with sufficient information for making an
informed decision about the success of its advertising. A company wants
to know not just that it received visitors but that the visitors were
actual potential customers, not just idle surfers.
All in all, PPC advertising represents a viable and cost effective form
of advertising. Most businesses will discover that either PPC search
engines or clickable ads or a savvy combination of the two will
increase traffic to their sites. So resolve today to make a small
investment of time and money to find the PPC solution that will enable
your company to enhance its Internet presence.
Article Source: http://www.articlesbase.com/communication-articles/
About the Author
Author: Karra Maxim Website: http://www.bluepec.com
Karra writes for Blue PEC, a cheap web design agency.