Pay Per Click is possibly the easiest, quickest and most controlled way to drive traffic to a web site. The amount of traffic, the type of traffic and the point of entrance for that traffic is all customizable. A Pay Per Click (PPC) campaign allows you to reach consumers who are actively looking for the products or services you sell, making them extremely valuable traffic.
A PPC campaign places a small text ad for your web site in search engine's listings pages. Have you ever noticed the sponsored listings at the top and along the side of listing pages on Google, Yahoo, MSN and others? Those businesses are paying for that listing to be there. Actually, they are only charged when a user clicks on their ad (hence "pay per click"). Impressions are free which make PPC a very smart marketing move. What other form of advertising are you only charged for people who show interest in your specific product? Think of traditional advertising, a TV spot, radio spot or a print ad for example. You pay for impressions. It's not a very efficient way to advertise.
A PPC campaign starts with developing a list of keywords in which you would like your ad to show up for. Ads can be written for each keyword individually or for related groups of keywords. Each keyword or keyword group can link to the most relevant pages within your site.
Costs are based on the keywords chosen and competition for that keyword. Placement is based on bid prices. The higher the amount you bid for a keyword, the higher the position your ad will show up in. The amount required to place high depends on the competition for that same keyword. The more specific and targeted a keyword is, the higher the chances are of low competition which equals low bid prices. As stated above, fees are only assessed when a user clicks on your ad.
The success of a campaign can be tracked from impressions to clicks to conversions. A conversion would be defined as the ultimate goal for a site visitor whether that be a sale, a lead, a form submission or even a particular page view.
Keywords and ads are constantly monitored and can be updated at any time. If a certain keyword is not performing well, it may be removed so that funds are redirected to those keywords that are performing well. This type of control can only be found with a pay per click campaign.
Pay Per Click is possibly the easiest, quickest and most controlled way to drive traffic to a web site. The amount of traffic, the type of traffic and the point of entrance for that traffic is all customizable. A Pay Per Click (PPC) campaign allows you to reach consumers who are actively looking for the products or services you sell, making them extremely valuable traffic.
