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Basic Facts about Pay per Click Advertising

Site owners needing fast and massive traffic to their new websites or projects can find a good option in paid search or pay per click (PPC) marketing.

Pay per click is an internet advertising model in which publishers get paid by advertisers with every click on ads.   PPC fees may be flat or bid-based. Comparison shopping engines are the most common users of flat-rate PPC. These are search engines or networks that generate highly compartmentalized sponsored links or ads with good viewer targeting capabilities. Rate cards are typically used and prices vary with every network or content site.

Advertisers wishing to have their ads shown on more popular content pages with valuable visitors pay comparatively more for these ad spots. Most popular ad networks use bid-based rates for pricing their services. Each advertiser submits the highest amount they are willing to pay for ad slots, and bids are automatically compared and processed by bid management software every time a search term or keyword is triggered by a web user. Day, time, and geographical locations are the most common filters set by advertisers in an auction-based ad contract. When an internet user enters a given keyword or group of keywords, filters are applied by ad network systems and only qualifying ads are entered into the bidding process.   Pay per click ads may appear on search engine results page (SERPs) or on content sites.

The search engine display page typically has multiple ad slots which results to multiple winning bids. The ad with the highest bid stands a good chance of occupying the coveted top spot, but other factors such as quality and relevance can affect final ads placement. Major ad networks may allow appearance of PPC ads on the sites of their network partners or affiliate publishers. Third-party media are typically content sites. The page context, niche, or subject determines the types of ads that are going to be displayed. Publishers get a decent share of the advertiser’s fee from Google. Contextual ads, as these PPC ads are called, generally have lower click through and conversion rates and are relatively less valued than search engine display ads. The cost per click (CPC) of paid search ads are commonly not based on bid amount alone. Most ad networks use a ranking and pricing formula that factors quality, ad content, and relevance equally in relation to bid amount. Ad rankings are determined by multiplying the cost per click (CPC) or bid amount with the quality score. The ad with the highest combined score gets top ranking and wins the auction.     Google AdWords computes for price per click with this formula: Final price = Ad Rank of Advertiser ÷ Your Quality + 0.01     Below Your Ad Rank Score

It should be noted that a high quality score can considerably lower advertising costs, and it’s something to pay close attention to when planning a pay per click program. Quality score is arrived at using a combination of factors such as ads content, ads performance, and landing page quality. Relevant and well-written content get high scores on ad networks’ quality rating system. There are a number of ad networks vying for advertisers’ paid search advertising contracts. Deciding on what platform to use is an integral part of PPC planning. Ad platforms with high search volumes can give a tremendous traffic boost to a website at the fastest time but usually come with a hefty price per click. Ad networks with less traffic driving capabilities typically charge lesser cost per click but building and developing brand or site awareness can be difficult with low search quantity. Implementing a pay per click advertising campaign necessitates the use of web tools and resources to set up, track and continuously review, and adjust content.   To know more about Pay Per Click [WD_Button id=1552] Read the full article

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Quantifying the Value of Pay per Click Advertising

One of the more popular forms of internet advertising, pay per click (PPC) was developed to fill the need of advertisers for an innovative and effective avenue to reach out to potential customers. As internet usage increased over the years, so did the potential of using paid search marketing to help businesses grow.

PPC ad placements are, by now, so well-integrated into search results that they appear seamlessly with and complement organic or unpaid search displays. The prominence of this ad type on web pages gives credence to its value to publishers, users, advertisers, search engines, and other segments of the online industry that it has created. Paid search advertising

It provides an effective medium for advertisers to gain huge traffic to their site for a fraction of a fee for conventional advertising models. The widespread use of internet allows global brands to cross borders and be promoted in other countries or remote areas at comparatively lower costs. Pay per click

Pay Per Click provides a channel for advertisers to deliver their product pitch to users who are most likely to convert, as revealed by their search terms. Moreover, it produces quantifiable results that can help businesses track their progress, assess its effectiveness, and make necessary modifications quickly and conveniently. The advertisers are not the only ones benefitted by this industry. Searchers who are actively using the internet for finding information are provided with multiple options related to their search terms. The search results page displays ads that are strategically selected through sophisticated ad networks’ systems. Search engines

Search engines are given the unique opportunity to serve both advertisers and internet users at the same time. While deriving revenue through its highly-targeted advertisement slots, search engines are also providing timely and relevant results to its users. It is in the best interest of these search networks to satisfy the demands of both clients and users. Third-party content sites

Third-party content sites that have affiliations with major search engines and ad networks also enjoy advantages from contextual ads displayed on their page. Aside from keeping a share of profits for every click made on these pay for click ads, content site owners get the chance to provide valuable information and more options to their followers or casual readers. PPC management PPC management often requires the technical skills of professional digital marketing professionals who likewise gain in terms of income generated from setting up, reviewing, revising, and fine-tuning ad campaigns. Online advertising channel

As an online advertising channel, the PPC model is absolutely valuable for online stores or e-commerce sites and other direct response businesses. Searchers using keywords that trigger the ads display for these advertisers are actively and willingly seeking products or services that a website is selling and are most likely to convert. PPC ads give these businesses the opportunity to claim high value ad slots that take users to their websites in an instant. Paid search advertising

Paid search advertising also works well on short-ranged ad strategies to introduce new products, services, or promotions to the market. While providing immediate awareness on a big scale, PPC also fills the need for a medium that allows messages and contents to be modified or adjusted easily any time within campaign duration at little or no incremental cost. This can be very expensive and time-consuming with traditional advertising media. Pay Per Click marketing

Through pay per click marketing, new players or advertisers are given an even chance to compete with famous brands and companies and to land in the search results’ top spot through equitable and unbiased bid-based ads placement. Paid search marketing can actually work well for most business types with proper implementation. Pay per click as an online marketing model is likely to stay and grow as the internet become truly global, affordable, and accessible to everyone. To know more about Pay Per Click [WD_Button id=1849] Read the full article