Copyright (c) 2007 Allen Thomason

In the PPC or Pay Per Click model, which are used primarily in blogs, websites, and search engines, the advertiser pays only when their ads are clicked by visiting users to their blog or site. A set of keywords are included by the web publisher or advertiser, during the PPC setup. When web users query for topics by typing the exact or similar words in their search engine, the advertisors ad appears on the same page as a match.

These ads are generally are termed as sponsored ads or sponsored links. The revenue generated from these links goes to the providers as and when the ads are clicked. Therefore, the cost incurred in this model is from pay per click, is the basis of revenue generation in advertising in internet marketing.

Google AdSense, MSN AdCenter, Yahoo! Publisher Network are some popular advertising networks that help publishers to put relevant ads that matches their search engine queries. The minimum prices per click begin from US$0.01. However, this model is more vulnerable to click fraud if reputable and renowned search engines are not engaged in the process. To prevent click frauds, Yahoo, Google, and MSN have automated fraud protection techniques in place.

Optimizing the PPC campaign depends on the nature and strength of the blogs and websites. Indexing of sites in the search engines can also be helped by micro tracking your keywords. Often website owners tend to overlook keywords that are weak and rarely used. Rather than dropping them, the best way is to accommodate these keywords in some way that relates to your content. Your ads or links will be optimized this way, as to never be missed from any search result hunted by the web crawlers.

Many prospects enter the internet not knowing which are the products or services they would go for. They are indecisive about their choices and preferences in spite of sharing similar tastes that your blog or website projects. Therefore, if you are targeting only those who have researched and ready to be your customer there is a high chance that you lose out a section of targets that indeed had strong potential to become future prospects. Therefore, a good marketing strategy is to target people in almost all stages of their buying cycle- those who visit just by accident, those who know exactly why they have come to you, those who are the typical shoppers and are more or less decisive about their actions and lastly the window shoppers.

Do not ever forget dormant clients who could actually contribute to PPC optimization after taking much time to decide what they should do. Therefore, advertising should always be followed by a period that incorporates the chances of visitor latency.

To optimize your revenue from clicks you should also be sure about the return you get from investing on each keyword or key word phrase. From your chosen keywords, calculate the maximum ROI. These keywords should be given equal importance to other keywords that has low return but generates more traffic. Your ad copy should match the keywords perfectly so that visitors know that you deliver exactly what they are looking for. You should also develop plans to guide your buyers through the marketing maze in decision-making and action taking. Not only should ads promote your business by attracting traffic towards your site or blog, but also be designed in such a fashion to get visitors to act according to your terms .i.e. terms that are more favorable to bring success in your business.

In summary

PPC Advertising flat works, but chart the waters carefully. Make the click flip your revenue side up. It is here that PPC is optimized to support internet-marketing efforts.

Having good content in your site and compelling l;anding page is a good thing that helps in the process of lead generation, but what comes before all this is the success of the website;s ad. The paid advertisement that is placed in the search engines are called the paid ads or PPC Advertising, meaning pay per click advertising. It is these ads that attract the users and pull them into the website. It is not always that the PPC Ads are able to attract visitors to click through them.

Achieving this target is definitely not easy, here are some simple tricks that will help you get clicks through for your PPC Advertisings. One of the most effective tool to enable your PPC Advertising campaign to run, is the use of optimum keywords. Keywords are the prime source of any search in the search engines, hence, until and unless the websites is optimized for the keywords in the search engine the ranking process does not take place.

Optimization of keyword in the PPC Advertising camp is based on the bidding technique. Bids are placed on keywords and payments are done on each click through. In order to make your advertiser click through your website ad placed in the search engine, you must make sure that your keywords are most relevant to their search, and that they match your website content too. If your website is not directly related to the subject, it would become difficult to attract users. The next essential feature in the success of a website PPC Advertising campaign is the use of interesting and compelling content in the site. If the content is too flat and uninviting, not many people will click on it.

There are mainly two ways in which, you can write the content of your site, first the compelling way, which means that you call the compressor by force and the other is the alluring way, in which you attract the user with your features, your keywords and most importantly text. Hence to make use of PPC Advertising in your internet marketing campaign, it is suggested that you diligently follow the facts discussed above and experience your journey into the land of internet marketing.

Being a smart online business owner you have worked hard to make sure your site is search engine friendly, attractive to customers and is easy to navigate. You’ve also made sure there is some semblance of clean white space so your site doesn’t come across as too busy. In fact you are happy with the way your site is being received.

You’ve been working at traffic building and all statistics indicate traffic has increased. You’ve provided freebies for your visitors that sign up and you make sure there are many knowledge-based articles that can assist visitors in understanding your site better.

The truth is you have followed virtually every bit of good advice there is on traffic building and may even be certain there isn’t much more you could do to improve on the progress you have made.

The good news is if you are involved in traffic building there is one more way to enhance visitation that you may not already be implementing. This technique is as close to word of mouth advertising as possible – Refer a Friend.

What better way to grow your online presence than to have motivated visitors personally invite their friends and family to visit. This technique works for memberships as well as knowledge-based content, photos and product lines.

If a customer finds what you have to offer worthwhile they might also know someone who could use what you have to offer. This is where your online visitors can become highly personal advocates of your site.

You can also take this same idea and allow your site visitor to simply click on a link on the page to have that page added to their favorites list. This keeps your site in front of them whenever they visit their favorites page.

These are both very simple ideas that are easy to implement. In fact, these ideas may seem so simple they may not appear worthy of your attention. However, the simple addition of these links really can do wonders for your traffic building strategies.

When your favorite sports team plays well you want to share it with others who are also fans (and maybe even a few who aren’t). When your son or daughter does well in school you want to share the joy. When you find information you think is helpful you want to share it with others. This is the idea behind friend referrals in traffic building.

Develop a hands-free web-form that allows your customers to tell others about you. They are likely to convince their friends to visit much more quickly than you will anyway.

Just Pay with a Click – PPC Advertising

Pay Per Click or PPC is an advertising technique that has gained tremendous populareity on the Internet. Websites and advertising networks on the web are sponsored links that typically appear as text ads and are usually place near the search results. Advertisers will pay a pre-set amount for each visitor that clicks on the ad, at which time the visitor is then taken to the advertiser’s website.

It all about trying to get to the top positions in search enginelisting. Advertisers will buy or bid (keyword auctioning) on keywords and keyword phrasings. The highest bid earns the higher placement on search results and the more viewers (and possible clicks). The advertiser pay the bidding price for each click to their website.

Other terms for PPC advertising:

- Pay per placement

- Pay per performance

- Pay per ranking

- Pay per position

- Cost per click (CPC)

The standard procedures for PPC advertising:

1. Set up an account. Deposit any needed funds.

2. Establish a list of keywords.

3. Find a PPC search engine and set up an account with them.

4. Complete the bidding process.

5. Write some ad copy.

6. Set up a ‘landing page’ for the ad.

7. Place advertisements in the search engine.

PPC advertising offer many benefits:

- The ad is uploaded immediately. In most cases within approximately an hour.

- PPC is a great way to attract pre-qualified targeted traffic. Visitors actually want to see your products and learn more about your services.

- Your marketing demographic is widen with the additional highly targeted traffic.

- Your can track your investment. With PPC advertising you can track visits to your website, know what is they are doing when they are there and, how long they stay. These are valuable statistics that can be used in determining ROI.

When you are planning your PPC advertising campaign consider the following:

1. Know Your Product. A thorough knowledge of the goods being offered is essential.

2. Establish a Budget and Don’t Overspend. Try to avoid a bidding war, where you will soon loose track of budget constraints and allow emotions to take over.

3. Know How to Bid Right – a bid that is too high will only serve in depleting your budget and a bid too low can cause you to lose the spot.

4. Monitor Your Profit Margin. Measure your profit margin against your spending or expenses. You have to know when to stop the PPC program.

5. Research the Right Keywords. When researching keywords, look at existing search terms or with the use online keyword suggestion tools, to find terms that most often used for searches and are related to your type of business. Definitely don’t use any terms that are general in nature.

6. Write Effective Ads. A good PPC ad persuades the searcher to click. There are several approaches to this:

- Offer Discounts

- Use Testimonials

- Get a Celebrity/Well-Known Endorser

- Offer Money-Back Guarantees

- Give Free Trials or Samples

- Use Reverse Psychology

- List Major Benefits

- Or Just Say “Click Here”

7. Always be Professional. Make sure your web content is regularly updated and spell checked. Avoid broken links or images. Simplicity is the key and always include contact information.

Good planning can reap success in or PPC advertising.

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Good Luck!

Jeff Spires

PPC advertisingis an internet marketing method which generates instant traffic to your website. However, unlike Search Engine Optimization, pay per click advertising requires investment without being able to guarantee a return. Visitors may click on your site but this does not mean an automatic sale, order or lead. PPC campaigns require focus, attention and need to be regularly monitored to stay effective.

PPC started in the year 1998 by Goto.com, a 25 employee startup company (later Overture, now part of Yahoo).However, Pay Per Click Advertising was only introduced in 2002, until then, advertisements were charged at cost per thousand (CPM) but Yahoo Advertisements have always been PPC, since its introduction in 1998. Google Adwords, Yahoo Search Marketing and Microsoft Ad Center are the largest operators in PPC advertising.

PPC advertising on search engines allows you choose keywords you would like your site to appear when a search is done. You decide how much you are want to pay each time a person clicks on the search results that is ad copy. The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose.

According to a recent US study, web searchers will not click on a search engine’s results beyond page number three and 66% of users in the study clicked on sites listed on page number one only. Based on this research it is worth doing PPC besides other popular internet marketing methods like SEO, Article Marketing, Social Bookmaking and Affiliate Marketing.

Why Pay Per Click (PPC)?

Instant Results – No need to wait for your product or service to reach the user review. Immediate Traffic to your website.
Economical â?? It is economical as compared with other traditional advertising techniques.
Ideal for Testing Market â?? Pay Per Click is Ideal for short term advertisement campaigns. We can test the user reaction on particular products or services with immediate results.
Return On Investment â?? It can provide immediate return on Investment especially if your website is processing business or sales online.
Extremely Flexible â?? Its easy to adjust, add, delete or edit your keywords and copy, target geographic locations and set timings of appearing of your ad copy.
Avoid Unnecessary Keywords â?? For those keywords which you do not want your adcopy to get appear & hence clicked can be avoided by using negative keywords.
Total Control â?? In PPC Campaigns, the steering wheel is totally in your hands i.e you decide the daily budget, keywords, adcopy ( tile, description, URL) .

Some Basic Tips for Pay Per Click Campaigns:

Make a sensible budget for your PPC advertising campaign. Spend per click must be less than profit per click. Cost Per Acquisition/Lead/Sale must be kept in mind. Once the campaign has been launched, the number of leads or sales generated can be reviewed to ensure the campaign is going on the right track.
Make separate Ad Groups & ad copies for particular set of keywords.
Bid & Position for keywords & ad copies must be monitored on regular basis.
Choose specific keywords relevant with your website. Broad and non-specific terms must be avoided.

Besides the Benefitsâ?¦Some Drawbacks of PPC

Junk Traffic sent to your website via some less known Search Engines and Click Fraud are the major drawbacks in Pay Per Click Advertising. It does not offer you discount if your site gets more traffic i.e Cost Per Click will remain the same. Advertising Budget must be agreed and bid price per keyword must be confirmed so bid wars are avoided and you don’t go over budget.

PPC stands for Pay Per Click – a popular advertising technique on the Internet. Found on websites, advertising networks, and especially on search engines, PPC advertising involves sponsored links that are typically in the form of text ads. These are usually placed close to search results, where an advertiser pays a particular amount to visitors who click on these links or banners and land on the advertiser’s web page.

In essence, PPC advertising is all about bidding for the top or leading position on search engine results and listings. Advertisers do this by buying or bidding on keyword phrases that are relevant to their products or services – the higher the bid, the higher the spot on the search results, the more the people will find the ad (and click on it) to go to their websites (this is why some people call it “keyword auctioning”). Advertisers would then pay the bidding price every time a visitor clicks through the website.

PPC advertising is also known under the following names/variations:

· Pay per placement
· Pay per performance
· Pay per ranking
· Pay per position
· Cost per click (CPC)

PPC advertising is usually done with the following standard procedures:

1. Setting up an account and/or deposit funds.

2. Creating a keyword list.

3. Choosing (and setting up) an account with a PPC search engine.

4. Bidding on the ad placement, including the search result words or phrases.

5. Writing out an ad copy.

6. Setting up the ‘landing pages’ for your ads.

7. Placing the advertisement in the search engine.

There are many benefits to Pay Per Click advertising, making it an effective way of promoting a business ‘online’. Some of them are listed below:

· Get launched immediately. PPC advertisements are implemented very quickly – they can go ‘online’ within an hour after winning the bid and paying for it.

· Obtain specific, pre-qualified, and quality traffic. PPC provides you with a quality or a well-targeted traffic. Visitors are narrowed down into ‘qualified’ people who are actually looking for specific products and/or services that you offer – those who are more likely to become a ‘lead’ (a convert) and complete a transaction (either by buying your product or subscribing to the service that you are offering.

· Widen your reach. PPC advertising provides additional traffic to your site, aside from the natural or “organic” search engines.

· Track your investment. PPC advertising makes use of a tracking system that will determine exactly who comes to the website and what they do once they arrive – the length of their stay on the site and the number of pages (including the actual pages) that they view. These are valuable tools in determining statistics such as return on investment (ROI), acquisition cost-per-visitor, and conversion rates (the percentage of visitors who are converted into customers or leads).

Below are some important things to consider when planning on a pay per click campaign:

1. Know your product. Take an inventory of the product and/or services that you have to offer (before anything else).

2. Stay within the budget. Determine your daily or monthly budget; and stay with it. This means keeping your budget in mind, avoiding bidding wars if possible.

3. Bid just right. Know how to bid right – a bid that is too high can exhaust all of your money, while a bid that is too low can make you lose that spot.

4. Watch the bottom line. Measure your profit margin against your spending or expenses. Know when to stop and terminate your PPC program – if you spend more on advertising but have little or no sales at all.

5. Find the right keywords. Decide which keyword phrases to opt and bid for. Do some keyword research, either by actually looking at existing search terms or with the use of online keyword suggestion tools, to know which terms are mostly used when searching for items that are related to your business. Focus on specific keywords, not on general ones.

6. Write effective ads. A good PPC ad is that which can persuade and move a searcher. There are several approaches to this:

· Discount offers
· Testimonials
· Celebrity/famous endorsers
· Money-back guarantees
· Free trials or sample offers
· Freebies
· Reverse psychology
· Major benefits (“Lose weight”)
· Direct instructions (“Click here”)

7. Maintain a professional-looking site. Your web content should be regularly updated and checked for spelling and grammatical errors. There should be no broken links or images. The website should be simple – designed in such a way that it will be easy for visitors to navigate and load. Include contact details to create a good impression among potential customers.

Done properly, PPC advertising can be an effective marketing tool that will maximize the return on your investment.

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