A Simple Guide to Pay Per Click Advertising
What is Pay Per Click?
Pay-per-click is an Internet advertising model
used to drive traffic to websites, where advertisers pay publishers when their
ads are clicked. Pay per click is usually associated with the top search
engines.
How does Pay per click advertising works?
The PPC works based on keywords. For example,
online advertisements will appear in search engines only when a keyword related
to the advertised product or service is searched. That's why companies that
rely on pay-per-click advertising models research and analyze the keywords that
best fit their products and services. By investing in relevant keywords, you
can get more clicks and ultimately more profit.
For advertisers, this model is beneficial as it
provides an opportunity to promote their products and services to specific
audiences who are actively searching for relevant content.
Additionally, the well-designed PPC advertising
campaigns can save advertisers a significant amount of money as the value of
each visit by a prospect exceeds the cost of a click paid to the
publisher.
For publishers, the pay-per-click model is
their primary source of income. Think of Google and Facebook offering free
services to their customers. Online businesses can monetize their free products
using online advertising, especially the PPC model.
How Keywords Work in Pay-Per-Click Advertising?
Ad auction is a bidding method as the name
suggests. The advertisers must bid on the terms they want their ad to
"trigger" or show. These terms are called keywords
Each ad in an ad group targets a set of related
keywords or key phrases. These keywords tell search engines which terms or
search queries you want your ads to appear next in the SERPs. Once you've
determined which keywords work best, you can set micro-CPCs specifically for
the keywords in your ads.
The moment a user submits a search query,
search engines perform complex algorithmic calculations that underlie ad auctions.
This determines which ads are shown, in which order, and by which advertisers.
Pay-Per-Click Models
1. Flat-rate model
In a flat pay-per-click model, the advertiser
pays the publisher a fixed fee for each click. The site operator usually
maintains a list of various her PPC rates that apply to different areas of the
site. Note that publishers are generally open to price negotiations. Publishers
are more likely to lower fixed prices when advertisers offer long-term or
high-value contracts.
2. Bid-based model
In a bid-based model, each advertiser submits a
bid for the maximum amount they are willing to pay for the commercial.
Publishers then use automated tools to conduct auctions. An auction runs
whenever a visitor triggers a commercial.
Best PPC Platforms
There are many places online where you can
spend your coveted advertising dollars. The best way to see them is to take a
closer look at the potential ROI on each platform.
The most popular advertising platforms are
effective because they are easy to use and most importantly, they get a lot of
traffic. However, if you're on a tighter budget, you may want to consider
lesser-known alternatives to these major players.
1. Google Ads
Google
Ads allows you to
create online advertisements to reach precisely the people who are interested
in the products and services you offer.
2. Bing Ads
Bing Ads is
a pay-per-click (PPC) advertising model. It works with a bidding system that
Google advertisers are familiar with.
3. Facebook Ads
Facebook ads are targeted to users based on their location,
demographic, and profile information.
4. AdRoll
AdRoll provides e-commerce brands with a
single platform to easily launch display
advertising, social media advertising and emails that engage existing
customers, attract new customers and increase sales.
5. RevContent
Revcontent
is the leading content marketing and native advertising platform that uses
lightweight, customizable technology to help leading web publishers and
marketers meet and exceed their revenue, engagement and growth goals. make it
possible.
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