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 website. 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. This is very easy to do, very hard to do well. Paid search 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.

The Basics Of PPC.

Pay-per-click advertising ensures that your ads – otherwise known as sponsored links – will show up on the search results pages of the major search engines, including Google, Yahoo, and Bing. On all search results pages, there are two sets of links, the "sponsored links" and “organic results”. Sponsored links are the paid ads that show up in the top of the page as well as down the right side of the page. Organic results are listed down the main body of the page, and are chosen and ranked by the search engines complex algorithms. While managing sponsored link campaigns is known as paid search management, improving results in the organic rankings is known as search engine optimization. Wpromote, a full-service integrated search firm, offers both of these types of services.

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

Extremely Profitable Advertising.

In terms of overall cost, paid search campaigns are exactly as expensive as you want them to be: you set your budget. If you choose to hire a company like Wpromote your budget will be 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 and analysis, custom conversion and ROI tracking, and ad copy analysis and testing, which provide crucial results needed to justify allocating more budget to your paid search campaigns.

Seventy percent increased PPC spend this year and nearly three quarters (72 percent) of respondents plan to increase PPC spend in 2014. (

The bottom line is that paid search 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, paid search advertising is enormously powerful and extremely profitable when executed with precision and efficiency.

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