Most large search engines offer a paid advertising service, also known as pay per click advertising. A large portion of their income comes from this advertising, and the search engines are constantly working on improving their PPC advertising. The advertisers, in return, get their ads displayed to highly targeted users who are looking for a particular keyword or phrase. This allows the website to appear on search results where it normally wouldn’t appear due to the competition or lack of content.
This means your website will be exposed to a high number of searches, which means targeted traffic. You will be at the top of search results, providing you with alot of visitors. As the name suggests, you pay only for the amount of visitors your website gets through your PPC ads, i.e., how many people click on your ad when it appears in the search results. This method is highly effective and more preferable than, for example, the pay per impression method where advertisers are charged every time the ad gets displayed on their site, regardless whether the user clicks on the link or not. By using PPC, you pay only for each visitor the PPC service provider sends to your website, effectively providing you with a highly targeted lead that you can turn into a sale.
However, brand-related strategies are advised to use pay per thousand impressions in order to increase awareness and brand visibility. This is the most effective method in reaching millions of people in a very short time.
The pay per click world has two distinct categories. The very first and most important is the Search PPC. These types of ads are shown at the top and right hand side of search engine results pages. Results are calculated in far more complicated manner which includes an auction-based pricing versus traditional ranking. The top search spots are not easy to score with high bids alone.
The second category is Content PPC, which shows up on webpages which are part of Google Display Network. Generally there is a small tag under the ads which states “Ads by Google” to distinguish them. There are several techniques to use this type of advertising strategy. For example, you could buy space on pages relevent to your keywords to get your ads closer to the targeted audience. Once you specify your keywords in your account and opt in to use this technique, the search engine tries to match the content of the webpages to your keyword. Content PPC can cost less, since visitors are not actively searching, they may be less likely to click through.
Google AdWords also offers the possibility of a targeting technique called topic targeting. Search engines categorize webpages according to certain topics, such as sports or finance. Once you choose a category to advertise to, the search engine automatically starts showing your ad text to webpages which fall under the category you have chosen.
Pay Per Click – When To Use Instead Of SEO