Pay-Per-Click Advertising
Frequently Asked Questions
What is Pay-Per-Click or paid placement advertising?
Pay-Per-Click (PPC) advertising is an advertising channel available through many of the leading search engines. Advertisers bid in an auction environment for the right to display their text ad within a specified position on the search engine results page or the pages of the various partners of the search engines. The actual advertisements comprise three parts, the search term (keyword) upon which there is a bid, the ad copy which is the wording that appears with the result, and the page on the advertiser's web site where users are directed once they click on a PPC ad. PPC advertising is one of the most targeted forms of advertising available. Ads appear for those individuals who are specifically searching for something that is relevant and frequently have an intention to purchase.
What is a Pay-Per-Click Keyword?
A keyword is the search term on which an advertiser bids for the opportunity to display their ad whenever an end user searches on that term. Keywords can be individual words or strings of words and are used to target the advertising to only those users who are searching for your product or service.
Why should I make Pay-Per-Click advertising part of my online stategy?
Use a pay-per-click campaign when you need quick results. Pay-per-click campaigns are ideal when you need to run short seasonal promotions and need to able to turn campaigns on and off quickly. A Google AdWords campaign can be up and running immediately after the keywords and campaign data has been submitted.
What are the limits to Pay-Per-Click advertising?
PPC advertising is extremely effective but very challenging to manage. Large advertisers may have hundreds of thousands of individual keywords and the challenge in managing the prices and positions for large numbers of keywords makes it difficult to get the most from the advertising dollar without solutions designed to manage it and maximize the results.
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