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What is Pay-for-Placement or Pay-Per-Click
Advertising? Pay-Per-Click (PPC)
advertising (also known as CPC or Cost-Per-Click marketing) is based on
the bid-for-placement advertising model where advertisers bid against
each other to determine their position in the list of search results returned
when a particular search term is typed in by a visitor. A pay-per-click
program is set up, so you are actually paying for each individual visitor
on a pay-per-click basis. Pay-Per-Click search engine marketing allows
you to "pay" or "bid" to have your web site listed
at the top of the search engine results pages in the form of text links
or ads. These text ads are often titled Paid Listings, Sponsored Links,
Sponsored Listings and Featured Listings. The higher you bid, the higher
you will appear in the results list or closer to the top of the page.
The biggest benefit to a PPC advertiser, is that your website is "gauranteed"
to be found on a keyword phrase you purchase. Pay-per-click programs are
flexible and allow you to set your own monthly budget to anything over
$50.00. You will not be charged if someone reads your description, but
only when someone clicks on your advertisement and visits your website
as a qualified lead.
Can You Guarantee
Pay Per Click Advertising? Pay-Per-Click
advertising can be viewed as gauranteed search engine rankings since the
advertiser is guaranteed keyword positions, which appear at the top of
various search engines and directories. However, do not be confused. It
is unethical to guarantee natural search engine optimization work determined
by the search engine's relevancy formula. Be leary of any search engine
marketing firm that says they can.
What are the Advantages or Benefits to Pay-per-click Advertising?
- Not willing to make content or design changes necessary for long-term
search engine optimization.
- Test campaigns for multivariate testing of new webpage design.
- Boosts the number of new visitors and leads, which is great for seasonal,
time-sensitive or promotion-driven business.
- The dramatic boost in sales can be attractive for new products, special
sales or inventory overages as well.
- Receive instant visibility (within 6-8 days) which is attractive for
new websites and website owners who are unsure about the impact of internet
marketing.
- Provides opportunity for additional branding exposure through thousands
of impressions.
- Valued as more relevant and significant since advertisers place monetary
investment in ad placement.
- Easy to track and measure ROI conversions.
- Great for testing keyword conversions and gathering research for long-term
search engine optimization (SEO).
- Testing your product or service marketability on the web and/or international
markets.
- Testing visitor-to-buyer conversions.
- Most search engine marketers who employ both SEO and PPC report very
positive results.
What are the Disadvantages of Using PPC Advertising?
- Most obvious keywords with significant traffic are very competitive,
resulting in higher prices and significant advertising investment (unless
additional traffic is found).
- Advertisers must undergo a human editorial review to be allowed to bid
on each term. The guidelines require that specific and relevant information
related to each term appears on the client's site. This makes it difficult
to get relevant search terms even if they are appropriate for a particular
advertiser.
- For optimal results a large portfolio of terms is typically required.
Monitoring and managing the 24/7 bidding and new PPC techniques (and not
losing precious exposure) is extremely time consuming without the proper
support.
- PPC delivers fewer visitors at a lower overall cost than a well-executed
SEO campaign.
Pay Per Click Advertising Services Include
the Following:
- Researching the optimal search terms that will drive highly qualified
leads, lowest cost per click and provide you with the highest possible
return on your investment (ROI).
- Determining a reasonable advertising budget to spend each month.
Writing high-converting title and description
copy.
Choosing the landing page or making recommendations for a new, targeted
webpage.
Measuring the Return on Investment (ROI), Cost per Click (CPC) per keyword
phrase in addition to reporting on the average Click Through Rate (CTR)
and budget. Each month a series of graphical reports, statistics and recommendations
will be sent.
Automatically maintaining the positions, you specify, without exceeding
your specified bid amounts, for all your search terms.
Continuously patrol your bids, looking for "price gaps" where
we can lower your bid, while maintaining your rank. Price gaps frequently
exist because, when the listing below yours expires, or changes its bid,
a price gap can develop between your bid and the bid for the listing that
is now below yours. Price gaps can happen even if there was no price gap
when you originally placed your bid. Because you cannot control what other
people are bidding, price gaps generally will develop for any search term
at any bid amount.
Learn more about our Pay per Click advertising services
and other search engine marketing professional services.
For more questions on pay-per-click advertising, search engine marketing
and the like, visit our Frequently Asked Questions.
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