PPC (Pay Per Click) is an advertising/marketing model where advertisers only pay the particular search engine, website or other advertising home when a user clicks on an ad in order to visit their site. Advertisers will predict what certain keywords their target market will utilize when searching for their particular product and/or service. Google Adwords is a perfect example of this, where advertisers pay a predetermined price for every click generated to their site through a sponsored link.
The main steps in constructed a PPC campaign are as follows:
- Assess your financial stability, level of risk that you are willing to take and the allotted budget you wish to put forth to the campaign
- Choose relevant keywords. Spend plenty of time considering these, being that if you choose to run a SEO campaign keywords are imperative to the campaign’s success. It is best to start off testing keywords using a minimal investment, in order to find out what keywords searchers type in order to be directed to your advertisement.
- Consider what titles and promotional text will be included in your advertisement.
- Research the search engine where your ad will be placed. Ask them if they: report fraudulent clicks, have any partners or affiliates and information about advertising on their sites and if you can geographically opt-out of any area or country to which you could not service.
- Begin an account with your chosen PPC search engine. There are flexible payment options according to what you are willing to put into the campaign. The majority of PPC search engines will place your ad higher if you are willing to shell out more money.
- Let the bidding wars begin. Now, you are faced with other companies that may be competing for your keyword, dependant upon its popularity.
There is also:
Pay Per Call – publishers can charge advertisers on a per-call sales lead
Pay Per Delivery – ad placers are only charged for each email that is successfully delivered
Pay Per Action – the publisher is only charged based on some particular action, such as a sales lead, conversion, goal, ect…