The Ultimate Guide to Search Engine Marketing by Bruce C. Brown

Author:Bruce C. Brown
Language: eng
Format: epub
Publisher: Atlantic Publishing
Published: 2014-01-08T00:00:00+00:00

PPC Advertising Briefly

PPC is a paid inclusion model used by some search-engine companies that usually requires you to bid on words (keywords) or phrases (keyphrases) that your target market might use when performing searches.

The highest bidder gets the top ranking in the search results, with the next highest bid below and so on. Each time a listing is clicked on, the bid amount is subtracted from the advertisers’ deposits.

Some companies charge a flat rate per click, so there is no actual bidding. In this model, ranking is determined by the perceived quality of the page as calculated by a ranking algorithm. When this model is used, it then becomes particularly important to ensure that landing pages are optimized for search engines. In fact, regardless of the PPC model, considering the investment you are making, you should ensure your site is as close to perfect as possible in every aspect to achieve maximum conversions.

PPC is an excellent marketing strategy as it can send targeted clients to your site; but it can also be a budget black hole. Before you launch a PPC campaign, you will first need to perform some calculations for projected ROI (Return on Investment).

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