Google Pay Per Click Advertising (aka PPC)

Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.

Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators. Cost per click (CPC), vary depending on search engine and the level of competition for a particular key word or key phrase.

One key thing to understand before you launch your Google PPC campaigns is this: There is a cost effective way to do this… and there is an expensive way to do this!  PPC can be highly valuable to the growth of your business and with strong research and planning BEFORE you launch campaigns, you can avoid costly mistakes and increase conversion of visitors to consumers.

Sweet Marketing Solutions highly advises doing strategic research on this marketing avenue even before you build your website.  If you think (or know) you are going to use this as a part of your marketing efforts, this research will allow you to build your website one time- in a way that will increase your chances for conversion.  We have a special proprietary research process that allows our clients to find hidden opportunities for promotion and keeps their costs low in the process. If you are interested in learning more- contact me at: support@ sweetmarketingsolutions.com. I will be glad to explain more on how this can benefit you. 

The Google PPC advertising model is open to abuse through click fraud, although Google and other search engines have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.

Pay per click campaigns can be categorized into two major categories: sponsored match (or keyword) and content match (Adsense program in Google). Sponsored match campaigns involve the display of advertisements on search engine results pages, whereas content match campaigns involve the display of advertisements on publisher websites, newsletters, and e-mails.[2]

There are other types of pay per click programs that target product or service searches and product comparison sites. Search engine companies may participate in more than one category. PPC programs do not generate any revenue solely from Web traffic for websites that display the advertisements: Revenue is generated only when a user clicks on the advertisement itself.

Keyword-based pay per click advertisers bid on search terms—keywords consisting of words or phrases, and possibly product model numbers. Sponsored search engine placement is an online marketing system whereby advertisers may bid for advertisements that appear alongside, above or below search engine results for certain keywords. Typically the highest bidder for each keyword will be listed at the top of the search engine listings page.

However in recent years the quality and relevance of the landing page (the page to which the sponsored result links to) have been added to the algorithm to determine placement.[citation needed] Keywords are the very heart of PPC advertising, and are guarded as highly-valued trade secrets by the advertisers. Many advertising firms offer software or services to help advertisers develop keyword strategies. Content Match, a service offered by Yahoo!, distributes the keyword ad to the search engine's partner sites and/or publishers that have distribution agreements with the search engine company.

Benefits:
Google PPC is particularly useful for newer websites or those which are not currently being picked up and ranked by the search engines. Some of the benefits of undertaking a Google PPC campaign include:

Budgeting – With a PPC campaign you will be able to set a daily budget and this can be increased accordingly as the quality traffic which is directed towards your website begins to create revenue.

An Effectively Targeted Campaign – PPC gives you better control over which users arrive at your website through your choice of keywords. This is extremely important in ensuring that your advertising campaign is reaching the appropriate targeted audience.

Campaign Flexibility – As a PPC campaign is so easy to measure, it also becomes very easy to adapt, or fine-tune, your campaign accordingly. This means that if a keyword isn’t working for you or you decide to target a different audience, a revision of the advertising components is achieved easily.

Pay for Targeted Success – Unlike more traditional advertising methods, launching a PPC campaign guarantees that you will only be paying for the people who are genuinely interested and decide to click through to your site. Every click can be viewed as a potential sale.

Testing Possibilities – The speed of the traffic being driven to your site can often provide you with a fantastic way of testing out the demand for a new product or service without extravagant expense. This is possible as PPC is an extremely measurable and easy-to-monitor advertising technique.

Immediate Results – When managed correctly a PPC campaign can produce significant results in a short period of time, sometimes even minutes.

Brand Awareness - Pay per click campaign is effective for increasing brand awareness, as even when the searchers do not click through they are still aware of the PPC ads appearing predominately on the results pages.

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