Pay-per-click advertising is the fastest growing component of search engine marketing. Using PPC advertising, your company can by-pass the arduous task of organic search engine placement and get listed on page one of the keyword search results under the sponsored listings. But pay-per-click advertising will cost you - PPC marketing is getting more expensive!

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Growth of Pay-Per-Click Advertising

The take-up of PPC or pay-per-click advertising has dramatically increased in the past year alone. Once dominated by Overture (now owned by Yahoo!), Google AdWords quickly became the PPC market leader when it was introduced four years ago and more recently, MSN adCenter is now challenging for its own share of this lucrative market.

PPC search engine advertising works on a "bid for position" basis - just like an auction. It is often used both as an interim measure until organic placement can be achieved, and for providing the possibility of a wider keyword spread than website optimisation can feasibly allow.
 

Kieron Lyons        ". . . Pay per click advertising is effective and almost

Serious Internet Marketing                immediate - but it will cost you!"

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PPC Advertising Campaigns

Two fundamental forms of PPC advertising exist; keyword-targeted PPC campaigns and Site-targeted PPC campaigns. PPC works on the basis of “bidding” for position against a particular keyword. PPC advertisements are typically displayed along the right-hand side of the search results screen as “sponsored listings”. In special circumstances, selected advertisements are also displayed in background-highlight form on the top and bottom of the results page. These are the most lucrative positions and placement there is both a science and an art!
 

Keyword-Targeted PPC Campaigns

This is where your paid advertisement is shown when a user searches on the keyword you have bid against. Google monitors the number of times your advertisement was displayed (impressions) and the number of times a user actually clicked on your advertisement. By dividing the former by the later, Google calculates a “click-through rate” for your advertisement which is a measure of how successful you advertisement is. The more successful you are, the more amenable Google is to improve your “position” in the sponsored listings – despite that fact that someone else may be paying more!
 

Site-Targeted PPC Campaigns

Google runs a programme called “AdSense” where web sites can display Google sponsored listings and receive a royalty each time one of their visitors clicks on the sponsored advertisement. Your PPC advertisement can be displayed in these AdSense listings based on identified web sites in your target industry. You pay Google on a “CPM” basis; cost per thousand impressions. For some markets, this is an extremely effective form of pay per click advertising. In others, it’s outright dangerous!
 

Why Pay-Per-Click Marketing is So Popular

Clearly, since you only pay for click-throughs, PPC marketing delivers a tangible visitor for you money (can be as low as €0.01 or as high as €100+! How qualified that visitor is, is a function of how well you have chosen your keywords – so you can see once again that early stage keyword choice is everything! Used intelligently, PPC marketing is an extremely powerful tool and should be a component of every internet marketing strategy.

Kieron Lyons and Your Pay per Click Marketing Programme

Kieron Lyons can undertake the keyword research that will determine your PPC keyword marketing spread (significantly wider than you can target using organic search engine listings). Once selected, we can design and set-up your keyword campaign, write your advertising copy, monitor click-through rates (adapting accordingly) and manage your campaign for your on an on-going basis.
 

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