Pay Per Click(PPC)

PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, ‘pay per click.’When our clients ask us to define Pay Per Click, we tell them that PPC is a very cost-effective means to get their site noticed by their target audience while our other Internet marketing strategies are gradually helping their site achieve their natural ranking potential.With pay per click in search engine advertising, the advertiser would typically bid on a keyword so the PPC rate changes. On single website  or network of content websites the site publisher would usually set  a fixed pay per click rate.  Also called cost-per-click (CPC).

The most common form of PPC ads are displayed on search engine results pages (SERPs) above and to the right-hand side of the organic results in response to the users search term. They are clearly labelled as ‘Ads’ or ‘Sponsored Results’ to differentiate them from the organic listings.PPC advertising is very flexible and quick to set up in comparison to other types of online advertising. In future posts I will cover how PPC works, the set up process, ongoing management of your campaigns and some helpful tips and advice.

Pay per click advertising can generate traffic right away. It’s simple: Spend enough, get top placement, and potential customers will see you first. If folks are searching for the key phrases on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.

How does Pay Per Click Advertising work?

Budget Determination
Keyword Selection
Search Engine Selection
Ad Creation

The cost per click is determined by many different factors:

Number of competitors bidding for that word
Position of the ads in the search result
The quality of the ad and relevance to the keyword
The quality of the website that users will finally end up on
The relevance of the website that users will end up on to the keyword and the ad
The click through rate of the ad (how many people click the ad compared to how many times the ad is displayed)

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