PAY PER CLICK ADVERTISING (PPC)

What is Pay Per Click Advertising?

The concept of Pay Per Click Marketing, or PPC, is pretty simple. Search engines and third party websites provide listings on a per-bid basis to advertisers in addition to their ‘natural’ or organic search results.

As such, PPC can form one of the components of a well rounded search engine marketing strategy.

The name Pay Per Click, sometimes called Cost Per Click, originates from this type of advertising’s billing structure because advertisers are only billed when a user actually clicks on the advert.

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In many ways, PPC Marketing processes are similar to Search Engine Optimisation. Keyword identification, competitive analysis and constant monitoring are required to streamline the campaign to achieve maximum return for minimum cost.

Very simply put, advertisers identify and bid on keywords. If you place the highest bid for a keyword, or specific set of keywords, then you will rank number one in these paid listings.

Google also takes other factors into account when determining an advertisement’s ranking, such as the number of people clicking on it and the quality of the landing page, effectively making relevance an important criterion.

On Google , Pay Per Click listings show up on top and to the right hand side of the search engine results pages. Other search engines display PPC listings as “sponsored results” in the same column as their organic search results.

You can also opt to have your ads appear across Google’s content network – where the PPC ads will appear alongside contextually-relevant content on third party websites that have opted into displaying Pay Per Click advertising on their sites.

If a user clicks on your Pay Per Click listing, they arrive on your specified landing page and you are charged a fee close to the amount you bid at.

Why use Pay Per Click advertising?

Pay Per Click advertising is a guaranteed way of getting relevant search engine traffic to your website.

You have far more control over your Pay Per Click campaigns in that you can bid for specific positions on the Search Engine results pages, and you can control exactly where visitors to your site land should they click on your advert.

It’s possible to do split testing both with ads and landing pages to see what works and what doesn’t.

You can easily track your costs and conversions or leads from Pay Per Click campaigns, which makes it even easier to see whether your advertising budget is being spent effectively.

Another benefit is exposure across the “content network”. You PPC advertisement will be shown alongside contextually relevant content. Often the cost per click on these keywords is cheaper than for pure search. In fact, Yahoo! actually provides discounts based on the quality of the referring site.

PPC at Purple Cow

Purple Cow Communications manages the entire Pay Per Click advertising process to ensure the best possible return on investment.

Purple Cow Communications will measure your conversions and report back on the success of your online advertisements – and even on individual keyword performance. By using sophisticated software to constantly track your campaign results we are able to cull under-performing keywords or keywords that are too costly for your business.

Contact us to find out how our PPC campaign management can help your business, or to enquire about our other Digital Marketing Services.