Pay Per Click Advertising (PPC)/Remarketing Management
Pay Per Click (PPC) is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
PPC advertising is the fastest way to drive traffic to your website. PPC advertising is especially useful for direct response campaigns where instant and direct action is desired from target customers. This scenario also allows for the cost-per-click to be measured against conversions or sales to determine ROI.
PPC is very effective when you are NOT on the first page of Google, and you only pay when people click on your ad. It is also a great strategy when you are launching a new product or service, or need to fill and empty sales pipeline, or during a limited sales season, or when there are time-sensitive promotions.
Unlike search engine optimization (SEO), which can take time to build rankings, PPC immediately establishes an online presence, requires no build up time, and generates ROI much more quickly when done correctly.
Find below the two models of PPC :
- Flat-Rate PPC Model – In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click.
- Bid-Based PPC Model – In the bid-based model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot. Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model.
- Remarketing – It’s an online marketing technique that enables advertisers to reach out to visitors who already visited a website. For example… a car buyer lands on a car dealer website and clicks on the ‘TRUCKS” menu and looks at different trucks. He eventually leaves the car dealer’s website, but not before the car dealer’s website leaves a “pixel” on the car buyer’s PC. This pixel enables the car dealer to buy/target the car buyer with truck ads for the dealership when the car buyer surfs the internet. The ads will show up on other websites, “following” the car buyer around and reminding him of the trucks he/she is interest in buying or leasing. Remarketing enables advertisers to capture far more sales then with just regular advertising alone.
Here the most popular PPC ad networks:
- Google AdWords – AdWords is Google’s flagship advertising product and main source of revenue ($67.39 billion in 2014). AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
- Facebook – Facebook ads are purchased on an auction basis, where advertisers are charged based on either clicks, impressions or actions. Facebook ads are becoming more popular due to the millions of people profiles with targeted demographics Facebook maintains. Facebook has also become a very popular remarketing advertiser.
- Twitter – Like facebook, twitter ads are also purchased on an auction basis. Twitter also has a targeted demographics. We have the expertise to create successful twitter campaigns for you.
- Yahoo! Search Marketing – Yahoo! Search Marketing is a keyword-based “Pay per click” or “Sponsored search” Internet advertising service provided by Yahoo!. Yahoo began offering this service after acquiring Overture Services, Inc. (formerly Goto.com).
- Microsoft AdCenter – Microsoft adCenter (formerly MSN adCenter), is the division of the Microsoft Network (MSN) responsible for MSN’s advertising services. Microsoft adCenter provides pay per click advertisements.
How can I manage PPC?
PPC campaign management includes finding the right keywords then monitoring and reporting the results. A pay per click campaign is managed with a four-fold method:
This is where we come in, and develop successful PPC campaigns for you!
Search for right keywords: Using the proprietary PPC tools, our PPC optimizer prepares the list of keywords and related words that help in promoting your business, products and services.
Management of PPC bid management: Every business is unique and therefore requires special attention. It is necessary to bid on keywords that will help in accelerating business activity.
Making Ad copy: We will make ad copy that attracts, informs and converts the visitor into a buyer.
PPC ROI Tracking and Analysis: We will provide you with periodic reports on the success of your PPC campaign(s).
Call us at 201-654-0650 to get started.