Thinking About Starting a Pay-Per-Click Campaign?
The quickest way to the top of the results on a major search engine is to start a pay per click ad campaign.
by Robert Gantt
The quickest way to the top of the results on a major search engine is to start a pay per click ad campaign. Pay per click ads are typically the first results presented following a search query. They are called pay per click ads because an advertiser isn't liable for any payment unless a person performing a search query actually clicks on the advertiser's link. The position of an advertiser's link on a results page is determined by what's called the quality score. It's the advertiser's bid price and the ad click-through rate also known as ctr.
Pay per click advertising has evolved rapidly over the last couple of years, though relatively new in the market. From its inception in late 90s it has taken internet marketing and advertising to exciting new levels. Prior to the Pay Per Click model it was very difficult if not impossible for new advertisers to get to the top of the search results on major search engines. With the advent of Pay Per Click all that changed. Now the subtle difference between a seller doing well and another doing better on the internet usually boils down to targeting the right keywords and sending the searcher to the right landing pages.
There's lots of debate about Pay-Per Click advertising. Many companies love it and others feel they've been burned by it. All a Pay-Per-Click campaign can do is bring customers to your website. Many entrepreneurs mistakenly believe that just getting customers to their website is the final goal instead of just the beginning of the selling process. Once a advertiser understands this simple concept then they look at pay-per-click with a new appreciation.
Why? Because there's something to gain for everyone here; the customer finds the product, the advertiser generates business and profit, and the search engine gets paid for it! With all the analytical tools that are readily available today Advertisers can invest money on the keywords they expect potential customers would enter in search queries.
Currently the most popular search engines offering the Pay-Per-Click model are: Google Adwords, Yahoo Search Marketing and Microsoft Ad Center. Although there are similarities between each of the big three the submission process varies with each search engine. Unless an advertiser is experienced in dealing with the nuances of each engine, it is probably wise to outsource the submission and maintenance to a third party firm.
Advertisers can make sure that their product or service gets listed high in the search results by just paying for the traffic. It's a mistake to believe that there won't be any marketing costs in models like SEO (search engine optimization). Companies can invest a huge amount of resources both time and money in optimizing keywords, creating in-bound links, understanding and applying the correct keyword density and designing a site that still converts at a reasonable return on investment.
The best feature about Pay-Per-Click for some advertisers is that it's fast. It's tailor made for advertisers seeking quick results. If you sell seasonal products like chocolates, greeting cards and other gifts which become hot selling items during festive season of Christmas. A PPC model assures the advertiser his products or services can be found by the consumer in time to take advantage of the season.
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