E-Business
Issue No. 20 - December/January 2005
Pay for attention per click
by Ivana Giardi
Paid Search Advertising (also known as Pay-Per-Click, or PPC) has gained a significant market share in the search engine industry over the past couple of years.
Traditional search engine optimisation remains online marketing strategy number one, but more and more e-marketers are discovering the potential of online advertising campaigns.
Properly designed and managed, a PPC campaign can deliver highly qualified visitors to your online shop.
Keyword bidding
Pay-Per-Click (PPC) Search Engines are organised in much the same way as auctions. For PPC you bid on keywords — terms people use when they search for what interests them on the internet.
The concept of PPC bidding is rather simple: you buy (that is, bid on) keywords that relate to your product. The winning (highest) bidder gets placed at the top of the search results, the second highest bidder gets the next listing, and so on.
Every time someone clicks through to your website, you are billed for one instance of the amount you agreed to pay (your bid) on that particular search term.
Advertising with PPC search engines basically gives you some key advantages:
- Cheap and Highly Targeted Traffic By bidding on keywords that relate to your product or service, you actually pre-qualify the type of visitors you wish to attract. You determine how much you are willing to pay (bid) for the click and you only pay when someone clicks on your ad. This implies that PPC...
