Discount Advertising Campaigns
Pay Per Click (PPC) is an Internet advertising model used especially on
search engines where advertisers pay their host only when their ad is
clicked. You've seen them, they're called sponsored links or sponsored
ads, and they appear next to or at the top of search engine results.
Essentially advertisers bid on keyword phrases relevant to their target
market. Certain sites charge fixed prices per click rather than
The bottom line is: Other firms are reaching your target audience before
you because they're paying to do so.
Find below the two models of PPC :
- Flat-Rate PPC Model: In the flat-rate model, the advertiser and
publisher agree upon a fixed amount that will be paid for each
- Bid-Based PPC Model: In the bid-based model, the advertiser signs a
contract that allows them to compete against other advertisers in a
private auction hosted by a publisher or, more commonly, an
advertising network. Each advertiser informs the host of the
maximum amount that he or she is willing to pay for a given ad spot
(often based on a keyword), usually using online tools to do so.
The auction plays out in an automated fashion every time a visitor
triggers the ad spot. Although many PPC providers exist, Google
AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the
three largest network operators, and all three operate under a
- Google AdWords: AdWords is Google's flagship advertising product
and main source of revenue ($16.4 billion in 2007). AdWords
offers pay-per-click (PPC) advertising, and site-targeted
advertising for both text and banner ads. The AdWords program
includes local, national, and international distribution. Google's
text advertisements are short, consisting of one title line and two
content text lines. Image ads can be one of several different
Interactive Advertising Bureau (IAB) standard sizes.
- Yahoo! Search Marketing: Yahoo! Search Marketing is a keyword-based
“Pay per click” or “Sponsored search”
Internet advertising service provided by Yahoo!. Yahoo began
offering this service after acquiring Overture Services, Inc.
(formerly Goto.com). Goto.com was an Idealab spin off and was the
first company to successfully provide a pay-for-placement search
service following previous attempts that were not well received.
- Microsoft AdCenter: Microsoft adCenter (formerly MSN adCenter), is
the division of the Microsoft Network (MSN) responsible for MSN's
advertising services. Microsoft adCenter provides pay per click
How can I manage PPC?
PPC campaign management includes the devising of PPC affiliate
programs and creation of PPC banners ensuring increased click-through
rates and signups. A pay per click campaign is managed with a
- Search for right keywords: Using the various SEO tools, the search
engine optimizer prepares the list of keywords and related words
that help in promoting your business, products and services
- PPC bid management: Every business is unique and therefore requires
special attention. For this it is necessary to bid on keywords that
will help in accelerating the business activity.
- Making Ad copy: It is advisable to make a copy that attracts,
informs and coverts the visitor into a buyer.
- PPC ROI Tracking and Analysis: from time to time the project
delivery manager provides periodic reports that help in knowing the
success of a PPC campaign.