Pay per click advertising is a vital component of search engine marketing used on websites and search engine result pages (SERPs) in which advertisers pay a small fee when their advert is clicked. When using an advertising platform such as Google AdWords, advertisers usually bid on certain keyword phrases relevant to their target audience. The cost per click (CPC) amount affects the ranking of an advert, however, rankings are also affected by the quality of the advertisement copy/text. This is why planning your advertising campaign using a PPC model is critically important. Many advertisers have large budgets and PPC is used to not only increase revenues and website visitors, but also for brand awareness. For smaller advertisers, PPC is valuable tool to gain immediate traction for new products and services.
Various types of advertising collateral can be used for PPC advertising such as text links and banner advertisements. Contextual advertising is a key ingredient to the effectiveness of PPC advertising and by hosting your advertisements on third-party websites you can achieve large amounts of pre-qualified traffic. Such advertisements are often called sponsored links and appear adjacent or above natural search results on search engine result pages. There are many PPC platforms on the web however the main players are Google AdWords, Yahoo! Search Marketing, and Microsoft AdCenter. All three companies offer a bid-based advertising system that allows for testing different advertisements and landing pages.
If you feel your website is under-performing then I can help you maximize your conversion rates and boost your website traffic. There are many routes to success and also many pitfalls, so please get in touch if you need help or advice.