PPC Search Engine Marketing
The internet has introduced us to the immense possibilities of a highly connected and networked world. Search engines are a new way of searching the web for information. PPC search engine advertising can be a very effective way of getting people to your website. Search engines determine how your products get to be seen by people browsing the internet for information. This makes marketing to search engines all the more important. This is what is meant by PPC search engine marketing.
What is PPC Search Engine Marketing?
PPC stands for Pay-Per-Click. Search engines charge users for their PPC advertising time on their search results. This is very similar to paying for commercials on TV. Just like you pay for the airtime on the shows, you pay for air time on the search results. PPC search engine advertising you pay for every click that brings a users to you website. PPC search engine advertising can be designed to be more effective and competitive by the proper use of keywords. Bids are placed by advertisers on search engines and other PPC search engine marketing services, on keywords or phrases to let their PPCads get more exposure. PPC ads can be placed on a single website or on different websites by the ad campaigns. PPC Search Engine Marketing requires proper use of keywords in search engine listings and selective placement of ads on an advertising network.
A PPC bid is the amount the PPC advertiser is ready to pay for every click on his ad by a user. This is different from CPM, which are cost-per-thousand-impressions used by some advertising networks. For PPC search engine marketing to be successful, you need to have a proper strategy. A good strategy involves tracking of PPC advertising campaigns on search engines. Google analytics is a service which offers free tracking of your ad campaigns effectively. Most PPCcampaigns are contracted to search engine marketing (SEM) agencies. These agencies have dedicated keyword optimization and ad placement executives on standby to take care of your PPC search engine management and marketingneeds. PPC advertising services offered by these agencies are exclusive in nature.
Affiliate/Performance marketing involves calculating advertising revenues based on PPC ads placed on other websites. This is known to be the most effective form of PPC search engine marketing.
How are PPC ads bid for?
Search engines run ongoing auctions for their advertising spaces. When a search is entered in to search engines such as Google, Yahoo or Overture, it will display the latest organic and advertised search results. An advertiser declares his budget for a campaign and is asked to bid for a keyword or a list of keywords. As customers click on his ads, the PPC search engine advertising rates increase and he would be out bid by his competitors for the same ad position unless he has bid high enough to keep them at bay. So, bidding for ad positions and keywords is a continuous process of competing bids by advertisers. The bids which receive the most number of clicks are said to be relevant to search listings. This is referred to as Click-Through-Rate or CTR. Search engines usually award bids based on both PPC and CTR. CTR is considered the standard for link relevance by search engines. If your ad is not up to par, a high bid might not receive as much attention as one with better click rankings.
PPC Affiliate/Performance Marketing
Affiliate PPC search engine marketing is a system by which an affiliate of an affiliate network, who is an outside person or agency, places a bid for keywords on a search engine. Once he has won certain bids, he places ads of merchants on these keywords. When these ads are clicked on, the customer is tracked. When the customer buys the merchant’s products, the affiliate network and the affiliate are compensated by the merchant. This is a profit sharing system in which the search engine, the merchants, the affiliate network and the affiliate work together. This is also known as performance marketing as revenue is based on actual sales and profit sharing.
Contextual Advertising Vs PPC Marketing
Contextual advertising involves the placement of ads on other networks such as banner ads, text ads, link ads and popup ads. It is an effective way of reaching a target audience. These advertising networks are low in click volumes, but high on impressions. They are also known to be able to place ads based on content, as many of their websites are rich in content. It is also known as precision marketing for its accuracy to place relevant ads in highly targeted positions. This can be beneficial to your website and should be considered in addition to your PPC search engine advertising.
Return on Investment (ROI)
PPC search engine marketing provides enough profit for merchants to make substantial cash from their advertising. Revenue is derived on performance and conversion rates. Advertising budgets are decided between the merchants and the Search Engine Marketing (SEM) agencies. Merchants usually spend 10-20% of their budgets on PPC search engine advertising. Sometimes a flat or hourly rate is worked out. A large part of PPC search engine advertising is also based on how one targets the audience. This can be based on demographics (also known as geographical targeting), the content of the websites that the ads are on, age groups of the audience, and economic situations such as a boom or a bus. These things all tell you what keywords you need to buy and focus on, so don’t neglect this part of your PPC search engine management. Conversions are also a factor in PPC search engine advertising. Search engines do provide a few tools to help you figure out what keywords you may want to use. These are used to analyze the keywords on a targeted website, geographical location or demographic group. Also, posting on blogs and forums, writing articles and optimizing the website with Search Engine Optimization (SEO) strategies can also increase you’re your ROI.