Pay Per Click Advertising

While the Internet has opened the field of marketing to all manner of creative advertising, Pay-Per-Click, or PPC, Advertising is one of the most singularly targeted advertising mediums in existence. Quite simply, you write an ad, select the keywords -- user search queries -- that you want to trigger your ad, and then you pay each time a user clicks on your ad and is linked to your web site. The amount you pay is dependent on a pre-set "maximum bid". Take this concept, apply it to thousands of keywords, hundreds of ads, and make changes based on a variety of data factors, and you have yourself a PPC campaign. Very easy to do, very hard to do well. Because PPC advertising is not as straightforward as it seems, our experts at Wpromote have the skills necessary to optimize your website and your campaign to maximum efficiency.

Pay Per Click advertising ensures that your ads - otherwise known as sponsored links - will show up on the search results pages of basically every major search engine, including Google, Yahoo!, MSN, AOL, Ask, and many others. On the search results pages in all of these search engines, there are two sets of links: the "sponsored links", which show up in the top of the page as well as down the right side of the page, and the "organic results", which are listed down the main body of the page, and are chosen and ordered by the search engines complex algorithms. While managing sponsored link campaigns is known as PPC Management and/or Advertising, improving results in the organic links is known as Search Engine Optimization. Wpromote, a full-service integrated search firm, offers both of these types of services.

Google, Yahoo! and MSN all take into consideration a variety of factors to determine your ad's positioning in the search results. In all three advertising platforms, the two primary factors is the maximum you are willing to pay for each click (the "cost per click" or "cpc") and the past performance of the keyword in general, as is primarily measured by the click-thru rate (or CTR), which is the percentage of people that click on your ad versus the total impressions of your ad.

In terms of overall cost, PPC campaigns are exactly as expensive as you want them to be; you set your budget. If you choose to hire a company like Wpromote, which specializes in PPC Management, your budget will be spent, spread over a month, with the goal of maximizing your results. The more you spend, the more results you will get, but this can be at the expense of higher cost per conversion. Ideally, you spend up until the point that the next dollar of spending would result in a negative ROI. Unfortunately, this exact point is very hard to identify. Most successful campaigns begin with a comfortable test budget, and then expand based on Keyword Research & Analysis, Custom Conversion & RIO Tracking, and Ad Copy Analysis & Testing, which provide crucial results to justify allocating more budget to your PPC campaigns.

The bottom line is that PPC advertising is the most revolutionary, targeted, and powerful advertising medium in existence. By definition, you only show ads to people who have already expressed interest in what you sell, and you only pay when they choose to learn more. It is a completely fluid marketplace and with Wpromote's expertise and technology, we are able to "turn on a dime", optimizing your campaign in real-time based on ongoing analysis of volumes of data. Simply put, PPC advertising is enormously powerful and extremely profitable when executed with precision and efficiency.