Pay-Per-Click (PPC) Advertising
What it is
Pay-Per-Click (PPC) advertising refers to the practice of "bidding" for placement, by keyword, in the search results at many leading Search Engines and Directories. PPC clients pay only for each click on their link they actually receive, providing a cost-effective way to increase awareness and drive pre-qualified traffic to their Web site.
"Rudix - Search Engine Optimization Company" recommends PPC advertising to clients who want additional site traffic, in-store traffic, e-mail registrants, business leads and online transactions.
Why it's important to you
Pay-Per-Click (PPC) advertising works exactly as its name implies: you're charged a fee for your advertisement only when someone clicks on your link. If no-one clicks on the ad, then there is no cost to you. This is in contrast to other types of online advertising that have a set fee for a certain number of "impressions," which is called CPM (Cost-Per-Thousand). These "impressions," of course, do not have any direct correlation to demonstrated interest in your site on the part of the person viewing those ads, so this "untargeted" advertising is typically more expensive and less effective than PPC links for most Web sites.
PPC is just one of four paid advertising methods offered by "Rudix - Search Engine Optimization Company", the other three being Paid Search Engine Placement, Site Submit and CPM. For most Web sites PPC is an extremely cost-effective addition to the online marketing mix.
What "Rudix - Search Engine Optimization Company" does about it
"Rudix - Search Engine Optimization Company" offers a comprehensive PPC service; we manage our clients' Pay-Per-Click advertising campaigns from start to finish, creation through reporting. "Rudix - Search Engine Optimization Company" continually searches for ways to improve PPC advertising campaign performance while the Pay-Per-Click campaign is running, saving you time and money. We generally refer to this process as "PPC campaign optimization." It is "Rudix - Search Engine Optimization Company"'s goal to "optimize" your return on every dollar spent in your PPC campaign.
Here are some of the benefits of using "Rudix - Search Engine Optimization Company" to manage your PPC advertising campaigns:
Purchasing PPC advertising enables you to get top listing placement for your Web site at many of the leading Search Engines and Directories. Overture and Google, to name two of the largest, are amongst the many PPC Search Engines that syndicate paid listings to maximize exposure for your product or service. Syndication means that your Web site PPC listing will not only appear on Overture and Google, but on the many other sites that use Overture and Google as a basis for their search functionality, such as Yahoo!, AOL and MSN.
Each PPC click delivers a qualified visitor to your Web site, someone who has searched for your product or service and has responded to your text ad by clicking on the listing to learn more.
Clients no longer have to pay to display their ads all over the Internet without receiving anything in return. In a PPC program, you will on only be charged for the traffic your site actually receives. All other PPC advertising impressions not resulting in clicks to your Web site translate into free branding and exposure for your company, products and services.
"Rudix - Search Engine Optimization Company" is able to calculate the Return On Investment (ROI) for each search term, when unique tracking URLs are used, to determine the acquisition cost of each newsletter subscriber, business lead, or online transaction. Leveraging this information to continually optimize each campaign ensures campaign success and a strong ROI.
With our deep understand of the Pay-Per-Click environment, our clients reap the benefits of having an "extra team member" with expertise in managing and optimizing Pay-Per-Click advertising campaigns. "Rudix - Search Engine Optimization Company" continually searches for ways to improve PPC advertising campaign performance while the Pay-Per-Click campaign is running, saving you time and money.
"Rudix - Search Engine Optimization Company" researches the most popular search terms relative to your Web site and sends you a recommendation of search terms to purchase at Overture and/or Google. These are the search terms that online consumers use to locate what they're looking for.
Say, for example, that your site sells quilt sewing materials, including quilt patterns. In May 2004 there were 27,599 searches at Overture for "quilt pattern". Note that Overture includes Yahoo, MSN, AltaVista, Lycos and InfoSpace in its search network. At the time, Overture listings could be shown at all of these partner sites using the "quilt pattern" keyword phrase for $0.10/click. This means that an advertiser (Web site owner) would only pay $0.10 for each now-qualified visitor delivered to their Web site. In other words, there's no fee for just showing the site listing in the search results; a fee is only incurred when a click on that ad actually happens. As a general rule, we often recommend that a client try both Overture and Google (which includes AOL and Earthlink), but each network can be purchased individually as well.
Note that the basic PPC service has five components, all of which are included in our basic management fee:
- Keyword Research and Consulting
- Setup and Implementation
- Bid Management
- Performance Analysis
Being number one helps in PPC
Being number one helps in PPC
Atlas DMT released research demonstrating the impact of paid search listings rank on traffic, and how marketers can better model and forecast paid search campaigns.
"What does being number one in search really mean to your business?" asks Young-Bean Song, director of analytics and the Atlas Institute, Atlas DMT. "Just like any other marketing channel, success for search is about balancing cost and volume. Understanding those trade-offs is the focus of this research."
The research conducted by Atlas DMT provides traffic forecasting benchmarks by quantifying the trade-offs between the top 10 ranks in paid search.
The insights will be used to inform strategic decisions for search marketing campaigns and advise tactical executions for specific keywords.
In addition to paid search, the principles of the study also apply to paid inclusion and natural search. To view the complete Atlas Institute Digital Marketing Insight on "How Search Engine Rank Impacts Traffic," go to: http://atlasdmt.com/insights/.
"Paying for the number one ranking may not be the best strategy for all advertisers," commented Song. "For some marketers the cost of traffic associated with the top ranking may be too high.
On the other hand, some marketers are forgoing the top spot, without really knowing how many customers they are losing to their competitors. Most advertisers don't know whether they are paying too much, or needlessly missing out on sales."
The research found that overall, advertisers should expect about a 10 times difference in potential traffic between the top and 10th rankings.
The research further revealed significant differences across the two leading search providers. One major insight included the strength of Google's number one ranking.
The amount of potential traffic drops more than 40 percent between the number one ranking on Google and the search engine's number two ranking. This statistic highlights Google's reward to advertisers willing to pay for the top position.
At Yahoo's Overture, the drop is more gradual, as it delivers to advertisers increased traffic potential for rankings one through four compared to its rival.
Utilizing data from Atlas Search, the industry's first integrated search marketing and online campaign management system, the performance of hundreds of millions of impressions and clicks for tens of thousands of keywords were analyzed.
To learn more about Atlas DMT's search offerings including Atlas Search for agencies and large advertisers, and Atlas OnePoint for small and mid-tier advertisers, go to: http://www.atlasdmt.com.
Source: Atlas DMT