PPC search engines are search engines of the future. By saying this, we can safely conclude, that what we had yesterday in television, radio, and newspapers, we have it today in the PPC search engine. These engines, which deliver search results, outdo their predecessors. This is because; they deliver search relevant PPC paid listings. Do you recall your television or radio or newspaper ads, serving you content relevant advertisements? That has never happened. Search engines, thus have been more egalitarian and have valued people’s need for information; more over their business needs.
How do PPC Search Engines Work?
PPC search engines are based on pay-per-click advertisements. These advertisements generate revenue for them. Advertisers bid on keywords. These keywords are valued, according to the demand for them among advertisers. For instance, a keyword for books might have a minimum bid of $3.00 per click on a search engine, without a maximum bid amount; whereas, a bid for vacuum containers may have a minimum bid amount of $0.05 cents. Advertisers have to quote a budget for their advertising campaigns. A per day budget is also to be quoted. Every time, an advertisement appears in a search listing with the keywords in the query, the advertiser’s ads are shown on the top and side bars.
PPC Bidding System
User’s who click on PPC ads are redirected to the respective advertiser’s websites. The search engines track the clicks to this websites to record them in their click reports. As the clicks are registered with the PPC search engine, the bidding system is updated for the keywords. The keywords become more competitive and expensive to bid for; as demand for them increases. Advertisers with higher bids for a keyword outplace others with lesser ones, making them lose out on the search results. Hence, ad marketers have to constantly keep a watch on their ad reports to know if they have been outbid by others. This can help them increase their bids for the keywords or change the ad campaign budgets to other keywords.
PPC Search Engine Programs
PPC search engine programs are many in number. It can be difficult to assess, which search engine programs to subscribe to.
Google Adwords-This program is by far the most popular due to the amount of traffic volume it offers, quality of clicks and better reporting.
Yahoo! Search Marketing- It has volume and quality of sponsored listing. The listings are offered in monthly packages.
MSN AdCenter-This also offer quality search traffic. It has the MSN Live and the Bing search engine to support its search programs.
PPC Search Engine Advertising
Advertising on PPC search engines is less expensive compared to other media such as television, radio, or newspapers. This is because PPC search engines charge their advertiser’s for the clicks or visits and not for the number of times the ads appear in search listings also known as impressions. This keeps the program cheap and effective. PPC search engines are vulnerable to the phenomenon of Click Fraud. Click Fraud can seriously affect any genuine ad serving by producing false results. This is due to clicks generated by individuals or companies with the key intention of misleading PPC search engines by increasing the bid cost for their competitors. This can seriously affect ROI for advertisers.
Google’s Adwords program for paid search listings is known to be both popular and effective. Its popularity is largely due to the high number of search queries being run on its search engine everyday. The PPC search engine generates more than a million queries every single day from every part of the world. People find it user friendly, information rich and fast. Search results are also known to be very relevant to search keywords. The Adwords program has been highly successful for the search engine and has commanded respect among advertisers and users alike. One of the reasons for its popularity has been the relative relevance of its ad servings to the content of the search queries.
PPC Search Engine Management
Managing your PPC search engine programs can be both tedious, time consuming and misdirecting. Assigning your PPC search engine program to a professional ad serving agency is a way of handling your PPC search engine programs in a more efficient and orderly manner. Most merchants have a 10-20% budget assigned to PPC search engine advertising. Many see these programs as a form of improving profitability for their products and enterprises. Return on investment (ROI) is of key importance in developing a PPC search engine program for internet marketing of one’s products and solutions.
Programs such as Google’s Adwords Professional are setup with the intention of training people to become better PPC search engine managers. These professionals are well equipped to choose keywords and budgets for their clients. They are also trained to produce better ROI from PPC search engine programs.
Search Engine Optimization (SEO)
Search engine optimization strategies enable webmaster’s to optimize their websites for search engine results. As results are both organic search and paid listings, both of them have to be taken into account. By improving site content, Meta tags, anchor tags and regularly submitting to websites every 2-4 weeks, advertiser’s can improve search engine listings of their websites. This can eventually prove better than a PPC advertising strategy in the long run.
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