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Online pay-per-click advertising, also known as PPC advertising, is one of the most popular ways to get traffic to your website that are used today. With PPC advertising website owners can get targeted visitor traffic to their websites without having to stretch their budgets too far.

PPC advertising works on the following premise: that you only pay when the advertising has done its job. Essentially, you bid on certain strategic keywords or key phrases with search engines such as Google, Yahoo or MSN. If you win the bid for that term your website ad will come up high on the list of advertisers when those keywords are looked for in any online search.

The benefit of using PPC advertising is that you only pay your bid on a key word or key phrase if customers click on the link to your ad in the search engine results. The more your ad is clicked on, the more you pay. The overall goal with any PPC advertising campaign is to get website traffic and if you are paying more, you are getting more visitors to your website.

There are some important things to know as you begin to consider any pay-per-click advertising campaign. First, it is very important that you choose the keywords that are best suited to your particular web site. Your advertising dollar will do you little good if the people who find you through your PPC ads are not looking for whatever it is you are selling.

PPC advertising can be a very successful marketing tool when used correctly, but you must maximize the efficiency of your ads in order for it to work well for your business. Pay-per-click advertising can be used as your only method of online advertising, or it can be used in conjunction with various other forms of advertising.

PPC advertising can typically take one of two forms. First are the ads you see spread throughout the Internet. These may be obvious or can be more effectively merged into the site construction – they offer a short blurb describing your business and a link to your website. The second common form of PPC advertising is paid search engine rankings. This strategy allows customers searching for your particular keywords to find you at the top of the search engine listing, even if your site ranking wouldn’t normally place you there otherwise.

There are many different ways to get your web site seen online. This type of advertising makes sense to people who want to make sure that they are only paying for results, and not pre-paying for something that may or may not prove beneficial. This is where pay-per-click advertising works best for website owners; you only pay when someone clicks on your website through the search engine.

As an owner of several online business websites myself, I’ve learned that using PPC advertising can be beneficial in several ways. When I completed my first business web site and was ready to launch it, I wasn’t really sure how I was going to attract new customers. A friend of mine was using PPC advertising with her own website, and explained the process to me.

Generally speaking, you bid for key words and key phrases that are targeted to your websites audience and if you win one of the top bids the search engines will rank your website on or close to the top of the list when people look for those keywords. Tip: you basically want to be seen in one of the top three ads if possible, for best exposure.

The great thing about PPC advertising is that you only pay a certain amount when someone clicks on your ad link when it comes up in the search engine. To me, PPC advertising is a win-win situation, and though it isn’t the only form of advertising I use, it is definitely one that I will frequently use.

If you are trying to get more exposure for your website you really should take a serious look at PPC advertising. It has proven over the last couple of years to be one of the most effective marketing tools in the business. It has been estimated that millions of dollars are paid out per year for PPC advertising, proving that it really has a place in online advertising. PPC advertising works because people respond to it.

Whether you are into PPC advertising to make money or you need exposure for your website you will find this type of marketing very lucrative. Google has really made a name for itself with pay per click advertising with its AdSense program and there are many programs that have followed on its heels.

Web publishers like the idea of PPC advertising because the links are relevant and they get paid for each web visitor that clicks on the link. Advertisers like the pay-per-click advertising method because their ad is placed on relevant web pages. Because the idea is to make the web page and the advertisement relevant to one another more people will click, benefiting both parties.

PPC is most popular form of advertising on net? Is this a myth or truth? Let a PPC Master Guru explain you.

There are many justifications for PPC advertising, some are being revealed here:

1- This is the only quickest way to start getting (drive) value traffic (value traffic in this sense your aspired audience are moved to visit by clicking on your ad / advert) to your site and have people that have actual interest in your services / products!

2- Through PPC search network the keywords that you’d chosen display / trigger your ad / advert to only those searcher those search terms (in the search boxes) matched and thus served the message / service / product you’re offering in your ads / adverts.

3- Through PPC display network your image ad that you design (or get designed from any professional) is displayed / triggered on those websites that match (specific match or broad match) your selected keywords / contextual targeting. This PPC is still focused on your target audience.

4- Through PPC you’d market your services / products to your target audience in any desired location. Say, you’d reach your audience in any specific territory, city of any country you choose.

5- The best part of PPC advertising is that you’d start it with a marginal amount ($10) and have complete control over you PPC spending through setting most competitive bid that you’d offer. The PPC system gathers all the bids of PPC advertiser and select the number of highest bids in competition and arrange their ads /adverts on the basis of their bids for the available ad rank. Usually the highest ranked ad / advert appeals / moves the net searcher most to click and visit the site that ad / advert is intended to drive (each direct results in value traffic to the site / website / destination url).

6- You pay (as PPC stand for: pay per click) when your focus audience click on the ad / advert. Another option that is popular for branding is called CPM. Through CPM advertising you pay for 1000 impressions of your ad /advert on your desired / auto selected placements (websites).

7- You have control on scheduling your advertisement. It means you’d choose any desired period; start date and end date. Also you’d select all days or desired day of the week. So much so you’d choose separate timings for each day within 24 hours.

8- In display network advertising, that refers to websites in diversified categories, most of these websites manage their members according to their age. This demographic feature is available to focus or skip any particular age group to meet advertising objective.

9- In display network advertising, advertisers can control their ads frequency to a single user. It means you’d fix any number of ad / adverts impression to a single viewer to make sure ad are viewed by majority of the selected audience.

1. The most attractive feature is bidding option. Advertiser can opt for automatic bidding feature or manual to limit maximum bid to each prospective click.

Having read above PPC advertising salient features, I hope all type of businesses in any vertical would find PPC adverting highly productive to their sales & marketing objectives.

The most effective PPC advertising that cover almost 80% of the net resources is covered by Google Adwords. The rest 20% share is somehow shared between many PPC networks, like, AdCenter by MSN and YSM by Yahoo. Other PPC advertising share is covered by social media networks, like, Facebook, LinkedIn, Yahoo Answers, Twitter, etc.

Now then all said, all tentative PPC advertisers are advised to Seek Professional SEM help to get maximum benefit out of their PPC advertising adventure! Good Luck!

Wouldn’t it be great, if there were a quick and easy way to generate high-quality leads? And better yet, what if it were inexpensive or at least cost efficient? That way, you only pay for what you need.

Actually, this ideal marketing solution exists. It’s called pay per click (PPC) advertising. PPC ads can help start-ups and small business generate qualified leads and quickly boost sales.

If you’re not using PPC, then it’s time to reconsider you marketing strategy. Here are three compelling reasons you should start advertising with PPC.

1: PPC Generates High Quality Leads – The major search engines, Google, Bing, and Yahoo feature PPC ads, also known as paid search. Google dominates the search market, so obviously, it has the most popular PPC program – Google AdWords.

But, Bing and Yahoo also supply more than ample search traffic, so you shouldn’t ignore PPC advertising on these search engines.

In any case, the universe of searches for your products or services are vast. PPC advertising allows you to write ads that target your message to prospects who need and want your product or service. Namely, your ads target a specific demographic. That automatically increases your lead quality.

You accomplish that by writing relevant ads. And that’s done by selecting the keywords your prospects use to find your product or service.

Besides targeting a specific market segment, you can also target specific locations: locally, regionally, nationally or internationally. And you can even target specific times you want your PPC ads to run. They can run selected days of the week and certain times of the day.

This further ensures you advertise to the right segment or group of prospects. You’re no longer advertising to the masses. The more targeted your ads, the more click-throughs you’ll get, reducing your costs. With PPC, you’re now advertising more efficiently, but more on that below.

2: PPC Ads are Highly Measurable – When you want to know which PPC ads work and which don’t it helps that you can run split tests on your ads. Also known as A/B testing, you can run one ad and check its performance. Then run another ad to see how it compares. After selecting a winner in a comparison test, eliminate the loser and write another ad. Then run that against the winner.

Using this deliberate process, you can improve marketing over time. To get the best results, it’s best to run no more than two ads at a time. Use Google’s free tool, website optimizer, to run your split tests.

You can test for click-throughs (CTRs), which is a good starting point. As testing becomes more advanced, you can test for conversion rate as well as cost per conversion.

The bottom line: testing allows you to improve your CTRs and lower your costs.

3: Control Costs with PPC Advertising – As you know, most advertising isn’t cheap. Start-ups and small businesses alike appreciate this and keep a close eye on their marketing spend. That makes advertising with PPC ads even more valuable.

Looking at Google’s AdWords, businesses can bid for keywords while staying within budget. Some keywords are more expensive than others, but as more prospects click on your PPC ads, the lower the cost of future bids.

Google rewards you for writing relevant ads that generate high CTRs. So as you test and improve you ads over time, you’ll also benefit from reduced bid rates.

Additionally, as mentioned above, you can run your ads at times when it’s most effective to do so. If running an ad is better in the mornings, you can advertise, say, between 9:00 a.m. and 11:00 a.m. Similarly, if your prospects are online in the evening hours, you’d shift your run times to the evening.

Another way to reduce cost is by selecting certain geographical locations – those locations where your prospects are located. If you run an overnight delivery business and you’re located in the Northwest then you’d want to target your city and your region.

It doesn’t make sense to target customers in the south or east, if you only do business in the Pacific Northwest.

Pay Per Click (PPC) advertising is the fastest growing segment of online advertising. According to Forbes Magazine, by the year 2012, companies will spend $15 billion a year on PPC advertising. The beauty of this marketing model is that the advertiser pays only when a consumer actually clicks on the ad and, thus, through to his or her business’s Web site. In this respect, the customer can be considered a pre-qualified lead, since he or she has already shown interest in the product, first, by typing in the search term and, second, by clicking on the advertising link. Because of its proven effectiveness, the benefits of Pay Per Click advertisements is rapidly growing in popularity among businesses both large and small. It is projected to make up nearly half of total spending on digital advertising over the next few years.

The Role of PPC Advertising in Business Today:

In today’s increasingly Web-centric world, a well-managed and optimized PPC campaign can be the most cost-effective form of advertising. Many people see the opportunities of benefits of Pay Per Click advertisements. Indeed, search marketing is the fastest-growing segment of the advertising industry, accounting for roughly $20 billion per year, or more than 40 percent of all online advertising dollars.

Ironically, part of the reason for this is the global recession. In an effort to cut costs, many corporations are reallocating their marketing budgets away from television and direct marketing campaigns to methods that are more readily measurable. The statistical programs available make PPC advertising absolutely accountable and transparent in terms of tracing the actual return on investment (ROI) per ad.

The Benefits of Pay Per Click Advertising:
The benefits of PPC advertising make it arguably the ideal form of advertising in today’s environment. Despite the network or search engine used, PPC brings certain specific benefits for businesses small and large:

• You Get What You Pay For:
  With PPC marketing you only pay for every time someone actually clicks on an advertisement. This differs from traditional online advertising where you would pay for the number of times your ad is viewed. Because of this you get a much higher percentage of targeted visitors to your website for each dollar spent.
• Immediate Results:
  When you set up a PPC campaign through a site such as Google you can immediately get results as you will start showing up in searches in a very short amount of time. This is often the fastest way to get seen on search engines as it can sometimes take weeks to show up in the organic search results (normal search engine results).
• Target Your Customers:
  By choosing which keywords and types of websites your advertisements are shown on you can specifically target your customers. You can also customize your campaigns to show certain ads or certain wording variations based on the site or search keywords.
• Specify a Budget:
  Custom budgets can be created so that you can choose how much you want to spend on certain days or months. If you sell Christmas decorations you can choose to ramp up your advertising during the busy fall months leading up to Christmas time and spend less during the summer months.
• Track Your Results:
  Your PPC campaign will include a result tracking service that shows you which keywords are being the most effective for each ad. You can even get more in depth and track if a product was bought from a click.
• Advertise 24/7:
  Your ads will be shown to potential customers all day. This means that even if you are a brick and mortar store visitors can still be sent to your website when your shop is closed.
• Change on the Fly:
  Finding that an ad is not generating results? See a word spelled incorrectly? No problem. Simply login and either delete that advertisement or make small wording changes and try again. You can compare with try asking your local newspaper to change some wording in the middle of a print!

After reading the benefits of PPC advertising you will see just how important a properly executed pay per click strategy can be to boosting your online sales. PPC can serve as an important market research tool, as it highlights precisely the keywords and phrases that attract the best prospects and sales. It also enables advertisers to easily identify new market trends.

Having only been in existence for a few years, PPC advertising has taken the online world by storm and has become a fundamental part of online marketing for businesses all over the world. Basically, the concept of ‘paid search marketing’ is a process by which companies can drive traffic to their website, by paying for adverts on internet search engines. This technique is also known as CPC (cost-per-click) advertising or PPC (pay-per-click) advertising, as the majority of search engine advertisements are sold on a CPC / PPC (Source: socialmediatoday.com).

However, although PPC may have stamped its authority on online marketing, there is now visible evidence to suggest, that as a lone marketing tool, its purpose has become ineffective. For instance, recent research carried out by ‘YouGov’, highlighted that only around 18% of SMEs that utilise Google AdWords will actually see a return on money invested into PPC advertising campaigns.

Time to ditch PPC advertising?

Despite evidence showing that PPC is a failing marketing technique when used on its own, businesses still continue to use it even though they do not stand to gain any new business by doing so. On the face of things, PPC looks like a very attractive and simple way to generate new leads. Let’s face it, it’s fairly easy to implement and you can even utilise the services of PPC agencies that will do the hard work for you.

PPC is often put in the same category as the ‘get rich quick schemes’, which have been a prominent feature of the internet during its surging growth over the last 10 years or so. In no way is it being said that PPC has become completely ineffective and lacking in value, however, the best way to explain it is that it’s being misused across a number of businesses.

The fundamental problem with PPC usage at present is that it only provides a short term solution. In a short space of time, a highly targeted PPC campaign can provide hugely effective results. However, as a long-term strategy it can become extremely costly as many web users have swiftly adapted in order to sift out internet advertising. These factors all amount to the conclusion that PPC now delivers fewer returns when compared with SEO or content marketing. To summarise, PPC as a lone entity proves to be less cost effective when compared to other advertising solutions.

The fundamental flaws of PPC advertising

Some PPC analysts (Source: YouGov) suggest that there are two key factors as to why PPC is failing businesses these are:

It’s a short term solution – The purpose of PPC is simply to catch the eye of potential consumers. Beyond that there is no strategy for building a lasting rapport. It’s all about attraction and fails to incorporate any form of nurture, so when implemented as a lone marketing strategy it will only ever provide small-scale returns.

It doesn’t generate brand awareness – PPC revolves entirely around the advert, creating an advert that will hook consumers who are just ‘window shopping’. Without a brand element to support the advert, a PPC campaign only serves to stimulate window shoppers whose primary concern is that of cost and not quality.