Pay per click or PPC
is a form of internet marketing through which traffic is driven to the website
of the marketer and the marketer pays on the basis of the number of clicks
which are made on the advertisement. In PPC the advertisers pay for visitors on
the basis of cost per click. The advertisements are placed on the websites of
third parties or search engine results pages.
Whenever any visitor of the
website clicks on the banner or advertisement of the marketer and visits the
website of the marketer, the third party website charges the marketer a decided
rate. The third party is not concerned with the fact if the visitor of the
website purchases any product or service from the website of the marketer or
not and the third party is also not concerned about the duration of time for
which the banner or advertisement appears on the third party website.
Third party websites
have the banners and advertisements visible for everyone who visits the website
and search engine display the sponsored advertisements of the marketer when a
relevant keyword is searched by an internet user. Usually marketers have to bid
the rates when the pay per click advertisement is placed on a search engine
results page but when the advertisement is placed on a normal content website
then usually bidding is not required and instead a fixed price per click is
charged.
Pay per click is different from other forms of advertisement and
banners like television and newspaper because these advertisements are paid on
the basis of pay per impression and not on pay per click basis.
Pay per click
advertising has the potential to dramatically increase the relevant traffic to
a website. However, in order to receive the results which you want it is
extremely important that the pay per click campaign is implemented and managed
shrewdly. If the management of the PPC campaign is done inappropriately and the
planning of the campaign is poor then it will only increase the expenses of the
business without any significant positive effect on the sales.
Pay per click offers
instantaneous and direct results. The investment of money in PPC immediately
converts into users visiting your website and hence the sales and revenue
increase. Other internet marketing types, such as search engine optimization
does not offer such immediate and instant results because it takes several
months to receive the advantages of search engine optimization process. If your
business is in such a position that you need revenue immediately then pay per
click advertising is the best option for your business.
Pay per click
advertising is also effective because you pay for the number of visitors who
visit your website and not for the number of times that your advertisement is
shown. This ensures that the return on investment (ROI) is incredibly high
because the higher relevant traffic is driven to a website the higher chances
exist of increased sales and revenue. So basically the advertiser pays only for
performance.
The pay per click
campaigns can also be controlled and the costs associated with the campaigns
can be restricted by the advertiser as well. The providers of PPC allow the
advertisers to limit the amount which they want to spend on daily basis and
when the amount limit is reached the advertisement discontinues appearing. Pay
per click advertising is definite, flexible and less risky than other forms of
internet marketing.
Pay per click advertising is also implemented quiet straightforwardly
and unlike search engine optimization, advertisers do not need to make any
modifications to the website for a PPC campaign. Search engine optimization
techniques often require modifications to the website and frequent change of
website content and this occasionally becomes a hassle for the advertiser.
