PPC advertsing is the most popular form of online advertsising. Search engines play a vital role in PPC advertising. The businesses which want to go for PPC advertising have an understanding with a particular search engine/s. The listing on the agreed search engine page generally has a suitable title, a short heading and a promotional wording text. Whether the advertiser can amend the text, depends upon the policy of the particular search engine. The advertiser's ads get directed to related websites depending upon the website content, keywords and the advertisements text and keywords. The advertiser does not pay for the display of the ads, but pays only when a visitor clicks the ad.
So the PPC advertising has the following steps:
(1) The advertiser bids for keywords and prepares the advertisements in the required format.
(2) The advertisements are directed by the search engine to be displayed on related websites depending upon keywords and the content of the website. This is in other words called Contextual advertising. At this point the advertiser does not pay for the display of the advertisement.
(3) When a visitor enters the keywords in the Search engine, he is directed to the relevant websites. When he clicks on the ad links displayed in the website, the advertiser pays for it. If the click transforms into a business deal, then the advertiser gains. The search engine usually gets commission when the visitor clicks on the link.
Though PPC advertising is popular and at one point of time made huge profits, currently advertisers are skeptical about using it. But as of now it is still the most favored form of advertising.
The most vital element of PPC advertising is "keywords"
The content of the advertisers website should be written with reference to the particular keyword or set of keywords. Only then the advertiser can expect that the visitor to a particular search engine will get directed to the ads placed by him. This is much easier than
aiming for top search engine rankings. Achieving top search engine rankings make a number of weeks where as directing the visitor to the ads is dependent mainly upon keywords which can be changed easily.
Currently Google's Adwords and Yahoo's Overture are active partners in PPC campaign. There are several other small players too in this arena.
The difficult part of the PPC advertising is writing the content and optimizing the website to make it search engine friendly. The services of an Search Engine Optimizer are sometimes used to make a website search engine friendly. But the optimization can be done by the webmaster if has the right knowledge about the content of his site and the PPC program. If the web page is designed to catch the attention of the customer then PPC advertising is the most effective, choosing the right phrases and bidding on the right keywords is the secret behind success in PPC adverting.
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