Introduction to PPC

PPC or Pay-per-Click is an internet marketing strategy based on surfacing the link of a company’s website entailing such a marketing activity. It is a search engine based marketing model for promoting website on an advertising network.

Internet marketing provides an effective marketing methodology to companies with fast statistics analysis procedure. This helps in figuring out the effectiveness of such marketing activities in terms of leads created for the organization. PPC is one such activity, like a paid survey, conducted to highlight a web-site in the search results or in web-pages in collaboration with the PPC advertisers. Such floated links are called as sponsored links. The basic concept of PPC is similar to its name, Pay-per-Click, which means the advertiser would pay the publisher according to the number of visitor or clicks it gets through the site which displays the sponsored results. PPC can easily be adaptable to the companies’ requirements and provides various advantages to the advertiser, such as: • Customizable messages: Say a software development company advertising for its product or services can easily customize the message it wants to show to the users for any related search made in the search engine. Messages or tag-lines could be of great benefit to the business if they sound appealing and catchy. It’s best to give short yet crisp information regarding your expertise so that the user can get a glimpse of what to expect from your company. • Usage based rental: Apart from the initial involvement cost, businesses have to pay only for the number of clicks on their web-site from the publisher’s site. Advertisers can decide their upper-limits of expenditure and daily cost for running the campaign. • Local search result: The sponsored links shown in the search results more often belong to the relevant businesses located in the local vicinity. This improves the customer reach for that business and gives them the boost due to the reason that customers would opt for the local businesses to get the service from, rather than choosing a remotely located business. • Only related customers: The sponsored links are floated in the SERP only if the keyword so entered matches the criteria defined for displaying the link. So when the related query is entered in the search engine, the sponsored links are shown and there is more chance of reaching out to the relevant audience. • Authority of campaign: Full monitoring of the marketing event could be easily analyzed by online analysis tools provided by the publishers. Poorly performing campaigns are identified and the weak points in such events are figured out through careful analysis. Strong optimization methods for performance could be taken and revision of the budget can be done for such optimization.

Though PPC is a more profitable to deploy for marketing purposes to a business, it is still advisable to the beginners to get trained in PPC. Knowledge of deciding the keyword according to the business requirements is necessary. With enterprise mobility you can also manage your campaigns on the go. It’s better to start out with a small campaign and build it large as the knowledge for PPC evolves.

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