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PPC - The definition of the Pay-Per-Click Process and PPC Search Engines
Pay-per-click (PPC) search engines are those that offer the marketing option called "pay-per-click" also known as PPC to users. In Taiwan this form of internet marketing is relatively new. But Taiwan is learning fast, especially since Yahoo in Taiwan started to offer it recently.
PPC is defined as the guaranteed placement of a small "ad" on the search results page for a specific keyword or keywords in return for a specified payment, but ONLY when a visitor clicks on that PPC ad. The advertiser pays nothing to appear on the results page; they only pay the amount they have agreed to (or bid for) when someone actually clicks on their ad and is taken to their landing page; therefore, the term "pay per click".
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A PPC listing on a search engine results page typically consists of a title, which usually is your website's name or perhaps a short heading (around 50 characters maximum) and also a short (usually no more than 200 characters long) description of your service or some promotional wording. Some PPC search engines strictly control the text that can appear in the listing, while others are more open to using the advertiser's own text.
You have to'bid' on the keywords you want to use. Basically you state how much you are willing to pay each time somebody clicks on your text ad. If 2 companies bid on the same keyword, whomever bids the highest will show up first on the search page
Once you have decided upon which PPC search engine you are going to use, have put together your ad, and decided on the keywords you wish to have your ad appear under, register with the search engine, fill out the necessary information to open an account, and then begin the bidding process for the PPC keywords you have decided upon.
When you first register your keywords with the search engine you have chosen (and some large businesses will have upwards of thousands of keywords they use), you will also specify the maximum amount you are willing to bid for those keywords. The price of a keyword can range anywhere from 1 cent to $10 or more, depending upon its popularity as a search term and the search engine itself. (In Taiwan it is around 1-12 NT. Sometimes more)
Once you've mastered the basics of PPC and have learned more about the options, tools, and PPC search engines that offer this form of marketing, you will be in a position to fine tune your campaigns and perhaps try some of the niche-market PPC search engines, which offer lower keyword costs and may be more suited to your product/service.
Keep in mind that even companies that are experienced PPC users struggle with the intricacies of the techniques needed to judge which PPC search engine to use and how best to play the bidding game.
And so we come to the bottom line - PPC sounds like a great option, but what does it really cost and is it worth it for my specific business? Keep in mind each campaign is different, it all depends upon the bid amounts, number of actual click throughs and the Return on Investment (ROI) generated.
Note: AskMorris can naturally provide great help with internet marketing e.g. PPC, click here to contact us |
