Almost all online advertising models are PPC, i.e., Pay-Per-Click based. When a user enters a search query in a search engine, ads that have the same keywords or its variations that are used in the search query are displayed. For example, on Google, PPC ads or Google AdWords ads show up above the organic search results and on the right hand side. The ads that are right are at the top are featured or premium ads and these campaigns are created to boost conversion rates and drive traffic to the website.
How does Pay Per Click Advertising work?
This cost is referred to as the CPC or cost per click price of the keyword; high traffic keywords have high CPCs when compared to those keywords that have a relatively low traffic. The popularity of a keyword is determined by the search engine algorithm that tracks how often the keyword is used in the search query for global and local searches over a period of time. Tools such as the Google AdWords Keyword Tool display the total search volume of various keywords as well as the related global and local monthly searches. These keywords can also be sorted per their relevance and competition.
Different ad groups and campaigns can be created for different sections of a website or for specific products and services. Each ad group in a campaign must contain specific keywords sets and variations to include all possible combinations of high traffic as well as relevant keywords. Reducing the advertising spend on PPC advertising over a period of time by focusing on improving the ranking of the website on the search engine results pages is highly recommended.
Advantages of Pay Per Click Advertising
PPC advertising has several advantages. Pay Per Click Advertising campaigns are extremely easy to set up extremely fast and the results are also measurable. However, for those who are not familiar with the process of keywords research and analysis and keyword selection, PPC advertising may prove to be a rather expensive and ineffective form of advertising. With the CPCs of high traffic keywords soaring through the roof, good ad text, a great landing page, and a user friendly website that is aesthetically appealing as well as intuitive go a long way in determining the success of these PPC campaigns.
Why Pay Per Click advertising matters to your business?
Pay Per Click advertising is a great way to enhance the visibility of a website and the best part is that an internet marketer or advertiser pays the search engine for specific keywords. Though it a highly competitive and dynamic form of advertising with several ad options being available such as text, image ,video, and rich format ads, PPC enables each and every online business to drive immediate targeted traffic to their website and specific web pages using carefully chosen keywords and keywords phrases. PPC is a short term strategy that gives you great returns in a short period of time when implemented strategically.
Source: http://www.internetmarketingelites.com/1911/what-is-ppc/
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