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Pay Per Click (PPC) advertising is "pay for performance advertising" that guarantees you "search engine visibility." This mean when someone types in keyword searches related to your product or service, your ad will appear. Your actual position on the page depends on how much you bid (and in the case of Google, how often your ad is clicked). PPC advertising is highly effective because you only pay when your ad is actually clicked on.
The primary vendors of PPC advertising are Google and Yahoo Search Marketing, formerly Overture. Using Pay Per Click on just these two sites will populate your ads on Google, Yahoo!, MSN and AOL, which account for over 90% of all search engine traffic. Additionally, these networks syndicate their advertising to a large number of sites. Your ads can appear on third party websites with content related to your offering.
Implementing a PPC campaign involves the following:
- Developing a list of relevant target keyword phrases
- Formulating a PPC strategy (i.e. determining traffic goals, average cost per click target and budget)
- Writing ads
- Setting up accounts with Google and Yahoo Search Marketing
- Implementing ads and setting initial bids
On an ongoing basis, you will need monitor the PPC campaign, adjust bids, write and test new ads, if required, and analyze your traffic.
You can set up Google or Yahoo Search Marketing campaigns yourself, or hire a search engine marketing firm to help you. In addition to any consulting charges you incur setting up and monitor your campaigns, you will have additional ongoing fees which you will pay directly to Google or Yahoo Search Marketing.
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