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Role of PPC in Internet Marketing

23 Mar, 2015
PPC Advertising

It has been rightly said that marketing your product is even more important than the product itself. The heart of a business success lies in its marketing efforts. If the information about the product or service is not made available to prospective audience, they will never consider it as a viable option. A well-publicized product or service is likely to catch the attention of people who are looking for it. The overall internet marketing umbrella covers organic and inorganic marketing. Pay Per Click is a vital segment of the internet marketing which effectively brings results. From start-ups to multi-national global enterprises, each company invests considerable time and money into developing marketing campaigns centered on PPC. PPC is a major shareholder of each company’s marketing budget. This article helps shed light on the nuances of PPC.

What is PPC?

Pay per click (PPC), also called Cost per click, is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. PPC “display” advertisements are shown on web sites with related content that have agreed to show ads.

• Flat-rate PPC:

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. In many cases the publisher has a rate card that lists the Cost Per Click (CPC) within different areas of their website or network. These various amounts are often related to the content on pages, with content that generally attracts more valuable visitors having a higher CPC than content that attracts less valuable visitors.

• Bid-based PPC:

In the bid-based model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot.

Why PPC?

As mentioned above, PPC can form an important element of a marketer’s overall digital marketing strategy to drive traffic to a website for a product or service. As part of an overall online marketing plan, PPC can add the benefit of bringing the right eyes to the product. Carefully selected relevant keywords mean that the people most likely to want to view or purchase the product on sale will find the advertising that meets their requirements.

Features of great PPC

In order to have the kind of impact marketers want – a click-through and ultimately a purchase – it’s important to focus on the design of PPC advertising. People who regularly browse the web have become somewhat immune to advertising on websites and tend to tune them out when viewing websites. In order to capture a potential buyer’s attention, PPC adverts must be eye-catching and grab the attention of the visitor to the site. Getting all-important eyes on your product

Once the marketer has the potential buyer’s attention, that attention needs to be converted into a click on the advert in order to make it worthwhile. Adverts need to have some kind of call to action – either a tease that promises more information or an offer the viewer can’t refuse – so they can’t resist clicking on the ad. It is also vitally important that the website at the other end of the advert is up to standard. If the promise of the ad isn’t fulfilled when the customer clicks through to the website, they’ll very quickly bounce off the site and return to what they were doing before they clicked. This is catastrophic for marketers as they have paid for the click only for it to lead nowhere.

Benefits of PPC Advertising

• Instant results
• Pay only for performance
• Total control over your campaign and your costs
• Increase local visibility
• Small initial investment
• More Targeted Advertising
• Brand Awareness
• Custom Budgeting

Requirements for PPC Advertising

• Daily Budget
• How many hours you want to show your ads?
• Network List (Mobile, IPods or Desktop)
• Location for Ads (Local Area, Country Area and Worldwide)
• Credit Card Information
• Size of Banners for Advertise (Image or Gif file by width and length)
• Client Choice Keywords

Need help with PPC Advertising or the right Marketing Strategy for your Business? We can help. Get in touch with us here.

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