Pay Per Click Advertising (also known as PPC, Pay Per Ranking, Pay Per Placement, Pay Per Position or Cost Per Click) is a term used to describe online advertising programmes, where the advertiser (site owner) pays the publishing site/engine each time a prospect clicks on his advert. The two major programmes are Google Adwords and Yahoo! Search Marketing.
PPC enables you to list your site at the top of search engine results by advertising on keywords that best describe your product or service.
How much does Pay-Per-Click Advertising PPC cost?
The higher you bid, the higher your advertisement will be displayed in the list of sites using PPC. You pay only when a searcher clicks on your listing and connects to your site. You don’t pay to show your advert, you only pay for clicks or click-throughs. This way you only pay for the traffic to your site, there are no other hidden costs.
Where do Pay-Per-Click adverts show up?
Pay-Per-Click advertisements usually appear on the search engines results pages as Sponsored Links or Listings. However, Pay Per Click is not only available on search engines. Publishers and other web site owners can also include PPC advertisements on their sites.
The position of the ad, whether on the top of the page or the bottom, first on the right of the page or third, depends upon how much you are ready to bid for a particular position. Using a system of bidding, the advertiser can choose to have his ad listed higher or lower, depending upon how many clicks he can get on each position and how much it costs. The more you are ready to pay, the higher would your ad will be placed on the search results page. Thus, the position of the ad is dependent on the bid amount and hence the other bidders. Depending upon the other bids, your ad would be placed first (if you are the highest bidder), second or third etc.
SEO vs PPC
There can be several reasons for using PPC as well as, or instead of, Search Engine Optimisation (SEO).
- It can take many weeks/months to get well ranked in the natural listings and PPC can bridge the gap by bringing visitors within days of the site going live.
- You can be found for a wider range of keywords than you can normally achieve with SEO.
- You will get some visitors through PPC who, for whatever reason, would not have clicked on the natural listing.
PPC programmes let you choose the keywords you want to advertise on, the amount you want to spend per click, the position you want to rank on and you only pay if you get traffic!
How can Red Rhino help
To run a successful Pay Per Click campaign requires considerable research, setup, maintenance, and performance measurement put in place. It’s a lot of work if you aren’t familiar with Pay Per Click and it takes some expertise to get results. If the PPC campaign isn’t properly set-up and managed, it will cost you money. That’s where we can help.
PPC is the fastest way to send targeted traffic to a new web site, as other methods require time to get results. However, PPC may not be right for everyone, but we will honestly advise you if you ask us about Pay-Per-Click Advertising for your new site.