Search Engine Optimization (SEO)’s goal is to rank higher in search engines for free.In contrast, Pay Per Click (PPC) is paying for a text ad on a specific search results page. It becomes a bidding war where advertisers offer the best bid for a keyword or phrase. They compete for the highest ad ranking in the sponsored results. For bigger companies, they would spend a lot of money for these sponsorships because the Website and the brand look more credible which results to an increase in traffic, and eventually a higher return on investment (“What is PPC?”).
The advertiser pays when a customer clicks on the link in the ad. When PPC is efficient, the visit becomes more worth than the fee you pay for. It becomes a profit when you pay $0.50 for a click and the visitor ended up buying a $100 product (Jones, 188).
Pay Per Click engines allow you to customize when / where / how you want to target your ads. You can use geo-targeting that display PPC ads in selected locations. You can tell the search engine what days and what times you want to activate your PPC ads if you know that your customers tend visit / buy your products and services in specific days and hours (Jones, xxi).
Keyword matching plays an important part because they tell the search engine how wide or narrow you want to advertise based on the keywords.
Write ad > enter URL > choose keywords > set budget limit per click > set monthly limit > DONE!
Google AdWords is the largest PPC ad and claiming that it reaches more than 80% of all Internet users. To use it, you simply pay a one-time fee of $5. The rest are charged for the cost-per-click. AdWords let you put a budget where you can choose a daily limit of $0.01 to $100.
Yahoo Search Marketing
AdWords’ competitor and offers similar features. The first Pay Per Click search engine in 1998 was launched by GoTo.com which became Overture and eventually acquired by Yahoo. Many Web users ave been accustomed to Yahoo since its creation of PPC and have not switched to Google.
The MSN live search toolbar is installed in many Microsoft Windows’ computers and browsers (at home or business), which makes MSN search engine increasingly accessible.
Quick and Easy way to start:
- Pick your PPC platform
- Choose keywords
- Exactly how you would use for Search Engine Optimization. If you already have your SEO keywords selected, you can use the same keywords for the PPC.
- Set a budget cost per click
- Essential to know how much a click is worth paying for.
- Here is a great resource on how to determine your CPC: http://www.wordstream.com/cost-per-click
- Write your ad!
- A PPC ad is about three lines of text. You have to write an effective ad copy that will target quality customers to your website.
Searchengineland.com offers the best PPC health check to maintain a consistent effective campaign. Doing a PPC assessment three or four times a year is vital to seek improvements and stay competitive. Advertising platforms change constantly so you don’t want to miss any opportunities when it comes to improving your ROI. As always, you have to pick the right features for your needs because you don’t want to waste it on resources that are not a good fit.
“What Is PPC? Learn the Basics of Pay-Per-Click (PPC) Marketing.” (n.d.) Retrieved
from March 26, 2014, from http://www.wordstream.com/ppc
Jones, K. (2008). Search Engine Optimization. Indianapolis: Wiley Publishing, Inc.