PPC (Pay-Per-Click) promoting is online advertising, shown to the specific target audience.
PPC advertising can be: Context — dependent: it is shown in the context of the page contents on thematic websites (site subject coincides / is closely related to the subject of the advertised goods).
SERP (Search-Engine-Result-Page) advertising: it is shown to the user in response to the request in search engines or as a result of search other websites.The advantage and the specifics of this type of online advertising is the speed of getting the effect.
Search engine optimization requires more than two-three months to feel the effect whereas the results of ppc advertising are evident within a few days. Search engine advertising is perfect for raising direct sales for a specific target audience.
The cost of the prospect customer from the search engine advertising is often higher than the cost of the customer from other kinds of advertising,
but if the advertising campaign is organized properly, then this is compensated by the high quality of the prospects.
Efficiency of search engine advertising
It is much easier to assess the result of the ppc advertising than many other kinds of Internet advertising.
Engines offer reports, which enable to perform the analysis and immediately calculate the payback and return on investment under each advertising campaign.
Advantages of search engine advertising
Ideally tuned search engine advertising campaign allows for increasing the target traffic flow and considerably raise the number of conversions. Therewith, unlike outdoor advertising, payment is only result- oriented, since you pay not for showing the advert, but for the user’s clicks and visits to the site.
Besides, opportunities of the search engine advertising, unlike search promotion, are not limited to result pages only. The target traffic may be obtained from relevant resources with high visit rates, placing there both text and banner adverts.
There are also possibilities to aim campaigns at the users who have already visited your resource, and, consequently, are more interested in conversions than new visitors.
At present the most popular advertising system is Google Adwords, advantages and disadvantages are shown below.
Google Adwords - Advantages of use:
+ the most popular search network worldwide
+ a vast network of partner sites placing media and contextual advertising
+ lower click price than most of other ppc systems
+ a large number of connectable extensions
+ fast moderation of new campaigns
Disadvantages:
- the click price is influenced by a number of factors;
- requires specific knowledge to manage campaign
PPC services agency - advantages of working with an agency
A well-tuned advertising campaign of any type, including collection of the most comprehensive list of key words, for the complete target audience coverage, and creating relevant and attractive advertisements;
Increase of the target traffic and consequently higher sales;
Accurate and flexible assessment of the efficiency of an advertising campaign, including the assessment of the efficiency of each key word;
Maximum campaign transparency and assessment of its performance by special tools.