Pay-per-Click Management

Pay-per-click marketing, otherwise known as PPC marketing is a way to advertise on the internet. The ads can be shown in advertising networks, on websites, and on search engine results pages. However, the advertiser only pays a fee when the ad is clicked on by someone who wants to visit the advertiser’s website. Businesses use PPC marketing to increase conversions or sales from their targeted demographic through their website.

Here’s one of the ways PPC works, business design a short ad that links to their website when it’s clicked on. The publisher makes sure the ad pops up when a certain keyword, from a predetermined list made by the advertiser, is input into a search engine. Then the advertiser pays a fee every time someone clicks on the ad after searching for a particular word or phrase. This allows for advertisers to pay for better visibility on a search engine results page regardless of where they naturally rank in search engines when certain keywords are entered. The paid search results are usually shown as the top few ads on the search results page as well as the ads shown down the left side of the page. The goal of PPC is to get the most conversions for the lowest price. There are 2 ways to do this: bid based PPC and flat rate PPC.

In a bid-based PPC marketing model, the positioning of an ad amongst the ads of the other businesses competing for the same keyword is determined by how much money the advertiser has bid. The top bidders will get the top spots in the results, but the quality of the ad and the website it links to also help to determine exactly which spot the ad gets. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot, often based on a keyword. Then advertisers pay for each click they receive, with the actual amount paid based on the amount bid. However, these rates are sometimes minimal, an advertiser can pay more for greater visibility.

Flat rate PPC marketing consists of the publisher and the advertiser agreeing on a fixed amount in advance. The advertisers pay the same fixed fee every time their ad is clicked on. Flat rate PPC is usually found on content sites. Some publishers like to use flat rate PPC over bid based PPC to avoid the constant adjusting of pricing in very little amounts by advertisers who are trying to win a bid and pay slightly less per click.

PPC management is a more results-oriented and interactive way of advertising instead of just placing a banner advertisement on a website. One of the benefits of PPC is being able to track the visitor’s behavior. Being able to obtain this type of information about your visitors means you will know what tools you need to make your site perform better. Also, is very important to consider the structure of your site when you are planning a PPC campaign. Since you are paying for your visitors to arrive you should make sure the landing pages are search engine friendly and easy to navigate. To reduce your cost per click make sure you use targeted advertising. These are all things to help you direct qualified traffic to your website in order to make sure your PPC campaign is operating at it’s peak performance.

Using pay-per-click management in search engines is a highly cost-effective way to attract cheap, targeted website traffic. However, there are hundreds of pay-per-click search engines you can buy traffic from. To learn more about sponsored ads, pay-per-click, the costs, and whether it is a viable option for your website, contact the folks at Big Squid Interactive for a free consultation.

Want to find out more about pay per click marketing? Then visit Big Squid Interactive at http://bigsquidinteractive.com for help managing PPC, SEO, or social media campaigns.

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