Pay Per Click - PPC explained

The Pay per Click is a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect.

Some search engines, such as the Overture network, specialize in this type of advertising, although this type of advertising is not limited to search engines, online directories and major web sites regularly opt for this business model. Most search engines set advertisers against each other in auction-style bidding for the highest positions on search result pages.

The major pay per click advertising networks

  • Google Adwords
  • The Google Network reaches more than 80% of Internet users.(mediametrix, 2003) through Google search results, AOL and others.

  • The Overture Network
  • Overture is the most extensive advertising network and reaches a huge selection of internet users, comparable to Adwords mainly through Yahoo!, MSN, and Lycos, AltaVista, and Excite.

  • Medium-size advertising networks
  • Placing ads on Findwhat, 7Search, Goclick, Xuppa, ah-ha, Kanoodle, Brainfox might be also a valuable asset for a pay per click campaign.

    The good and the bad of pay per click

    Let's face it PPC advertising is not the perfect solution those ads networks want us to believe. Pay per click can cost all your advertising budget when it is not managed by an experienced online marketer. Some features like automatically bidding more than a competitor may leave the competition with a certain control over your budget. Since 80% of the online shoppers in united states search for a product or service online but buy offline the return on investment (ROI) may be difficult to measure.

    Fortunately most major pay per click networks provide the online marketers with ROI tracking, click through rate and many other tools to help you improve your traffic and conversion rate. Pay per click advertising is also a great way to show up your products and services at the top of search engines and advertising partners and reach your target market. As opposed to search engine optimization (SEO) that produces a massive free traffic but might take some time to produce cost effective results, the pay per click is an immediate solution. PPC advertising is a good immediate alternative when waiting for search engine optimization to produce its results.

    Working on PPC and SEO together

    Despites all critics, including click fraud, promoting your business through a pay per click solution, when managed by a professional marketer is a better solution than any traditional marketing strategy for cost and efficiency. Stepmiles SEO and search engine firm advice is to work also on the search engine optimization for a long term cost effective solution.

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