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Pay-per-click (PPC) advertising is when an advertiser pays for each qualified click that sends a search engine user to the advertised web page. PPC requires daily management of bidding on key words or key phrases chosen by our client and AQABA. There are many PPC advertising services available to choose from. Google AdWords and Overture are probably the two most popular in use today.

Search engines allow you to buy or “sponsor” a top position in the search engine results for the particular keyword or phrase you choose. The search engines can deliver targeted and qualified visitors to your web page at an economical advertising cost when managed properly with a clear objective. PPC provides our clients with assurance that their ad is being delivered to the targeted audience.

PPC advertising uses a bidding process where the highest bidder or highest activity value, depending on the search engine, for a particular keyword or phrase will receive the top placement on the search engine results page. The targeted search engine will place your ad text in a special location on the results page when a user searches on your PPC keyword or phrase search term.

As an example, Google AdWords appear on the right side of the search results page while the organic (i.e., organic) search results appear on the left side of the page. In the case of Yahoo! Search, the sponsored ads appear on both the left and right side of the search results page. The top 2-3 sponsored ads appear in the top positions on the left side above the natural search results and the next 3 sponsored ads appear at the bottom of the left side and on the right side of the search results page along with other sponsored ads.

PPC advertising is a good way to obtain web page visitors when you don’t have a top ranking web page to get you the necessary natural search engine placement. Search engines deliver a huge amount of visitor traffic to the sponsored advertisers especially in the competitive keyword markets.

PPC can be an excellent method for getting visitor traffic to your web site but it can also cost you a lot of money. You need to be extremely careful and monitor your cost of using PPC versus the revenue generated. As the old saying goes, do the math. Calculate your return on investment (ROI) on a continuous basis to determine if you are making a profit on your PPC campaign.

As an example, assume your bid for a particular keyword is $0.10 and the product you sell has a profit margin of $15 after product costs (excluding PPC costs). If your conversion rate (the number of visitors that buy your product) is 1.0%, only 1 of your visitors will buy your product out of 100 visitors. Your net profit for every 100 visitors from your PPC campaign will be $5 ($15 profit margin less $10 for PPC).

It is a good idea to experiment with the different PPC search engines to find the one that works best for you. In addition, you need to spend the necessary time and effort to select the keyword or keyword phrase that has a profitable conversion rate for your specific web page. A higher conversion rate implies more profits to you.

AQABA evaluates the performance of your PPC campaigns on a daily basis. Are you leaving money on the table by not adjusting your PPC bid to a lower level? Should you increase the bid price to get more traffic? Is your conversion rate changing? What are your competitors doing? Should you be considering different keywords in your campaign? PPC advertising is a great way to get traffic but at a definite price. PPC requires a thorough knowledge of the search engines that we use and constant monitoring and evaluation of your campaigns.



Internal SEM Process
Discovery » Development » Implementation » Launch » Management » ROI
Visibility »Creditability » Profitability

     

I wanted to take a moment to write and let you know just how pleased and happy I am with the great results AQABA Search Engine Marketing has done for us here at MaxPCSecure.com.

-- Rachna Pradhan
  President

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