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Pay Per Click |
Pay Per Click (PPC): - Advertising your services or products on the Internet are both extremely effective and extremely competitive. There are several ways to go about attracting traffic to your website; Pay-Per-Click is one of the options you can choose from, along with developing an SEO, or search engine optimization campaign. Both pay-per-click and SEO are targeted to get your website placed as close to the top of search engine results as possible. One of the differences is that it takes minutes to set up a pay-per-click campaign versus months for a good SEO campaign.
Why Paid Search?
Results generated by paid searches are quick. Unlike natural listings which often take a lot of time, paid searches start driving traffic to a website from day one of their being posted. Therefore, the PPC advertising industry is witnessing a growth rate of 41% today, with industry majors like Google earning 58% of their net revenues in a single year via this. Because of strategic branding and high revenue-per- search metrics capitalization, this industry is likely to see a growth of $33 billion by 2010.
The last few years have seen a gradual but a profound increase in the public interest on the world-wide-web. With broadband usage exceeding over 50% and an escalated interest towards traditional media companies on the internet, the prospect of advertisers wanting to invest more and more in the paid search industry for PPC advertising is on a rise.
The Internet is here to stay and consumers have openly embraced it as a means to fulfill their shopping, socializing and informational needs, hence leading to the effectiveness of advertising online. With the assistance of PPC services, companies are sure to find the maximum visibility with the aid of search engines and consequently, better ROIs. This mode of advertising has very often led to the development of some of the leading brands of today, and would continue to do the same in the future.
Major PPC Search Engines:
- Google Ad Words
- YSM (earlier Overture) PPC Ads
- MSN Ad Center
- MIVA
- Enhance
- Mirago
- Kanoodle
- Look Smart
- Search123
- Kanoodle ETC
Types of PPC:
1. Keyword PPCs - Advertisers using these bids on “keywords”, which can be words or phrases, and can, include product model numbers. When a user searches for a particular word or phrase, the list of advertiser´s links appear in order of bidding.
2. Product PPCs - “Product” engines let advertisers provide “feeds” of their product databases and when users search for a product, the links to the different advertisers for that particular product appear, giving more prominence to advertisers who pay more, but letting the user sort by price to see the lowest priced product and then click on it to buy. These engines are also called Product comparison engines or Price comparison engines. Examples are BizRate, NexTag, Price Grabber, Prices can, Price watch, Price Leap, Shopping.com.
3. Service PPCs - “Service” engines let advertisers provide feeds of their service databases and when users search for a service offering links to advertisers for that particular product appear letting users sort their results by price or other methods. Examples: NexTag, Sidestep, Trip Advisor.
Some FACTS about PPC
- Google and YSM offer the best PPC programs and always prefer them.
- Google and YSM make only 60% of the market share (this would be more than 90% in India) and rest lies with other PPC SE
- Google has the greatest reach but conversion rate on overture is high as per my working with various companies.
- Go for different SE for reaching out the max no of eyeballs.
- PPC is the fastest way to promote your website on any search engine and it gives you immediate returns.
- If you are planning to do PPC, you must know what it is and how and from where Search Engines give you click.
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