PPC Advertising and Your Business

January 26th, 2008 |

Author: admin

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Pay Per Click (PPC) is a form of advertising that many new businesses shy away from, mostly due to lack of understanding. What is it and how can it help your business?

That’s a question that deserves a solid answer.

Pay Per Click (PPC) is a technique used in search engine marketing that requires one to pay a fee every time someone clicks an ad link on your website. Usually this placement is done through a bidding process. If you are a top bidder for your keywords/phrases, you are sure to be on the number one spot on the search engines.

Let’s break it down.

Search engines index millions of new pages every single day. Each of them are competing for the top position of a user-based search. When Mary types: Make Money Online she gets a results page with the highest ranked webpages. There are hundreds of millions of pages that are in the index, each ranked by their content and keywords, link density and other factors. Does this mean that the first pages shown to Mary are the best? Not necessarily!

New businesses are at a distinct disadvantage in this type of search, having fewer incoming links and less search engine savvy when it comes to web page optimization. This is where Pay Per Click Advertising levels the playing field.

If you have the winning bid for a keyword, you agree to pay the search engine each time someone who comes to your website from one of their searches and clicks on a link inside your page, bypassing the page ranking system. For short advertising campaigns, PPC Advertising allows newer, smaller companies to compete with larger and more established companies. Targeted traffic is sent directly to your sales page and you only pay if they click on one of your links.

As an advertiser, you have effectively selected your targeted audience and determined how much you are willing to pay for each click. Your advertisement reaches far more people and you don’t have to wait to work you way up the page ranking system. Most PPC Advertising networks even allow you to select your targeted audience by geographic setting, topic and industry, meaning that the traffic you get will be less random and much more likely to buy, giving you a good ROI (Return on Investment).

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