Currently the largest and most popular form of Online Advertising is PPC Search Marketing. It is a great way to get traffic for your website by getting placed at a higher rank in search engine result page. It is very important to note that PPC Marketing refers to advertising on search engine results page as well as ads on content network site, whereas PPC Search Marketing refers to advertising on only search engine results page. PPC Search Marketing only refers to pay search engines to get placed at high ranks. In this post and guide, we will only discuss about PPC Search Marketing, also popularly called as PPC SEM.
Each time a web user clicks on the advertisement, the advertiser has to pay a certain amount to the search engines which display your ads. Hence the name “pay per click ”. PPC SEM ads are very effective form of online advertising. On one side, PPC SEM advertising gets you high traffic, while on the other side, other organic SEO techniques try to place you at high ranks, organically. With effective implementation of these two processes, you can become the king of search engine traffic.
Major search engines like Google and Bing enables business owners to buy listings in their search results. These lists appear on the result page along with non-paid search results. The placement of these listings is sold in an auction. You bid what you can pay for a click on the ad. If no one bids higher than you, then you get a chance to be at number 1 in result page. Now, when someone clicks on your ad and reaches your website, you are charged with the amount you have bid. PPC Search marketing is extremely beneficial for small business owners who want quick results. This is the basic process of how PPC Search marketing works. There are more complexities which involve bidding process and other sub parts are discussed in the later part of this guide.
Whenever a web user enters the keyword (the same keyword for which you want your ad to be displayed), your ad is displayed on the result page. The ads can also be displayed on websites that relates to the inputted keyword. The content of such websites matches with the products and services that are offered in the advertisements. Such types of ads are called as content match PPC ads. Therefore, Content Match PPC + PPC SEM = PPC Advertising.
To differentiate PPC SEM ads from normal organic search engine result listings, search engines place them under “Sponsored links” or “Sponsored ads” which make them easier to notice in a crowded website. PPC ads are beneficial for advertisers as well as for web users.
There is a number of pay per click management services available online, but the most popular amongst those are:
The amount that that advertisers have to pay for a click depends on the popularity of the keywords. The more popular a keyword is, the more price advertiser has to pay for a click. Let’s say for an example, if you want to rank for “American sports shoes”, then you will have to pay a less price in comparison to word “Sports shoes”. “American sports shoes” are less popular than “sports shoes”. Hence there will be less competition amongst the advertisers for “American sports shoes”. It all rounds up to the supply and demand for the keywords and phrases that advertisers wish to target.
PPC SEM advertising has also levelled the playing field for all types of companies and business owners. A small and a new company can effectively use their budget to rank higher in comparison to a large company that belongs to the same niche. One who pays higher will get high ranks. But proper money management is also required if you are targeting more than one keyword. You would not want to waste all your money on a single bidding for a single keyword. Therefore proper analysis and management is required.
Content Match PPC Advertising
Pay per click advertising consists of two parts,paid search marketing + Content Match PPC . In search matching, ads are displayed on the top of search engine results for the related keywords and key phrases. In content matching, ads are displayed on sites containing related content. Content matching is a PPC Advertising option that places paid listings on web pages containing relevant content. Rather than search engine result page, these ads are listed on the site whose content is relevant to the products offered in the ads.
Content matching is a bit different to PPC Advertising. Sites sign up to have advertisements related to their content. In content matching, your ad containing site is displayed when a searcher types in designated keywords and phrases. Once an ad is clicked, these ads displaying sites receive a portion of the ad revenue. Search Engines examine the content of each page of the website to find the most relevant place where ads can be displayed. For example, you have a laptop company name “ABC” and you want to display ads. For this, you tell search engines that “I want to display ads. Find me a site”. Now, an electronics site sign up in search engines. This means that the electronics site says to search engines that “I want ads to be displayed on my site. Please register me”. Once the site is accepted, search engines examine each and every page of that site. A laptop page is present on the electronics site. Search engines find this place suitable to display “ABC” company ads. The place on the sites where these ads are displayed is chosen by the website designer.
Make search engines your market place with the ultimate guide to Search Engine Marketing. A detailed analytic approach along with a bunch of sureshot tips and tricks is provided in this guide.