PPC(pay-per-click)

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PPC (Pay Per Click)
PPC stands for pay-per-click, a model of internet
marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially,
its a way of buying visits to your site, rather
than attempting to earn those visits
organically. However, websites can offer PPC
ads. Websites that utilize PPC ads will display
an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site
displays relevant content. Such advertisements
are called sponsored links or sponsored ads, and
appear adjacent to, above, or beneath organic
results on search engine results pages, or
anywhere a web developer chooses on a content
site.
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Ultimately, pay-per-click marketing is good for
everyone
1.Its good for searchers 2.Its good for
advertisers 3.Its good for search engines
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1. Its good for searchers
Research indicates that searchers click on paid
search ads more often than any other form of
digital advertising. This means that people
really dont mind being advertised to, provided
that the products and services advertised
actually fit the searchers needs. And because we
use search engines when were looking for
products and services, the results, including the
ads, are generally highly relevant to what were
looking for. Plus, Google has developed an
excellent formula for ensuring that PPC ads meet
the users needs.
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2.Its good for advertisers
Advertisers are offered a unique means of putting
their message in front of an audience who is
actively and specifically seeking out their
product. Because searchers reveal their intent
through their search query, advertisers are able
to measure the quality of traffic that results
from search engine clicks.
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3.Its good for search engines
PPC enables search engines to cater to searchers
and advertisers simultaneously. The searchers
comprise their user-base, while the advertisers
provide them with their revenue stream. The
engines want to provide relevant results, first
and foremost, while offering a highly targeted,
revenue-driving advertising channel. The unique
advantage of PPC marketing is that Google (and
other ad networks) dont just reward the highest
bidders for that ad space, they reward the
highest-quality ads (meaning the ads that are
most popular with users). Essentially, Google
rewards good performance. The better your ads,
the greater your click-through rates and the
lower your costs.
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Google AdWords for Pay-Per-Click Marketing
Google AdWords is the single most popular PPC
advertising system in the world. The AdWords
platform enables businesses to create ads that
appear on Googles search engine and other Google
properties.  Every time a search is initiated,
Google digs into the pool of bidding AdWords
advertisers and chooses a set of winners to
appear in the ad space on its search results
page. The winners are chosen based on a
combination of factors, including the quality and
relevance of their keywords and ad text, as well
as the size of their keyword bids. For example,
if Word Stream bid on the keyword PPC software,
our ad might show up in the very top spot on the
Google results page. More specifically, who gets
to appear on the page is based on an advertisers
Ad Rank, a metric calculated by multiplying two
key factors CPC Bid (the highest amount an
advertiser is willing to spend) and Quality
Score (a value that takes into account your
click-through rate, relevance, and landing page
quality). This system allows winning advertisers
to reach potential customers at a cost that fits
their budget. Its essentially a kind of auction.
The below info graphic illustrates how this
auction system works.
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Use the AdWords Performance Grader to Grade Your
PPC
Once youve established your AdWords campaign,
you can use Word Streams AdWords Performance
Grader to check your progress. The Performance
Grader is a comprehensive free tool that helps
you evaluate how your AdWords pay-per-click
campaigns are performing in key areas such
as Quality Score Text Ad Optimization Impression
Share Click-Through Rate Use of Negative
Keywords The AdWords Performance Graders expert
analysis shows you where and how to make
improvements to your AdWords campaign that will
improve your performance and save you money.
Following PPC best practices have never been
easier its fast, secure, and free. Get your
free performance report now.
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PPC Keyword Research
Keyword research for PPC can be incredibly
time-consuming, but it is also incredibly
important. Your entire PPC campaign is built
around keywords, and the most successful AdWords
advertisers continuously grow and refine their
PPC keyword list.
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An effective PPC keyword list should be
1.Relevant 2.Exhaustive 3.Expansive
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Relevant
Of course, you don't want to be paying for Web
traffic that has nothing to do with your
business. You want to find targeted keywords that
will lead to a higher PPC click-through rate,
effective cost per click, and increased profits.
That means the keywords you bid on should be
closely related to the offerings you sell.
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Exhaustive
Your keyword research should include not only the
most popular and frequently searched terms in
your niche, but also to the long tail of search.
Long-tail keywords are more specific and less
common, but they add up to account for the
majority of search-driven traffic. In addition,
they are less competitive, and therefore less
expensive.
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Expansive
PPC is iterative. You want to constantly refine
and expand your campaigns, and create an
environment in which your keyword list is
constantly growing and adapting.
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Conclusion
Pay per click marketing is not about blindly
paying Google to drive click to your site. It is
about knowing how much to pay for each click and
understanding which type of consumer you ought to
be paying to attract. It is also about listening
to singnals provided by click that result in both
bounces AND your desired conversion goals to make
the necessary changes to your keywords lists, ads
and landing pages.