Web Marketing 101 Series: Intro to Pay-Per-Click (PPC)

Pay-per-click (PPC) search marketing is a form of web advertising where advertisers pay publishers (sites that display the ads) when an ad is clicked.
When you view the search results pages in Google, Yahoo! Search or Microsoft Live Search, you almost always see two types of results: sponsored links and natural search results. At Google, for example, sponsored links can be found at the top and the right side, while the natural (or organic) search results can be found in the main section pages. At the bottom of the page, you usually will see that the page is one of the many, many pages of results.

 Yahoo! Search Result Page

            Microsoft Live Search Results Page

 

 

Ways in which advertisers (you!) Go to page sponsored links section is through a bidding process. Each of the three major players - Google, Yahoo! and Microsoft - have their own bid management platform, which is similar but which also have their own unique way to get the same result: the link is paid on the relevant search engine results pages.
So: what is "relevant search engine results page" mean?
Because the search is usually based on the intention - that is, someone will enter one or more words into the search box to find something they're looking for - advertisers want to ensure their ads appear on pages where the searcher's intent is very suitable product advertisers or services. This is why the term "keyword" is very important to search marketing and PPC campaign management in particular.
Knowing what keywords searchers will tend to hire and the most frequent contact with your company's products is important. Sometimes this is easy. If you sell red Converse shoes, for example, it is good bet that the key word "Converse" is good for you, but so was "shoes" and perhaps even "red." Over time, advertisers become very knowledgeable about what the best performing keywords for their PPC campaigns and what not. As a result, most advertisers keyword list to treat them as a "state secret" and keep them well guarded.
Very often, the main purpose of the management of PPC campaigns is to get as much height on the page most relevant search results possible. While the highest bidder is usually the best way to get to number one position, there are other variables at work.
Wikipedia offers some insight:

    Usually the highest bidder for each keyword will be listed at the top of the page search engine listings. But in recent years the quality and relevance of the landing page (the page that sponsored results link) has been added to the algorithms to determine placement.
Pay-per-click campaigns have many, many other variables that can be entered, but at this high-level basis. So, in summary, the three most important things to do PPC advertising campaign is: have a good idea what keywords are best for you, understand your budget and what would normally cost to bid on your keywords, and make sure the place Where you complete your link - landing page or pages - use keywords that you bid, and relevant to the searcher's desires.
Increasingly, businesses and organizations that are their main traffic - and revenue - from click on links in search engine results pages. More and more why business owners look for ways to advertise products and services through search marketing. For those who are already involved in search marketing, many are looking how they can manage processes more effectively and efficiently. And all the businesses are very interested in how they can get their ads placed as high as possible on the first page of results.
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