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Pay Per Click Advertising (PPC)

Pay per Click Advertising
is a relatively new form of promotion that allows companies to bid for top placement in the search engines for specific keywords or phrases. Rather than paying a set fee, the advertiser only pays when someone actually clicks on the sponsored link and goes to their site.

Like most other forms of advertising, its success is determined by its ROI. Typically, the more general and competitive the search term, the lower the ROI. However, with thorough research and a proper bid management program, PPC advertising can offer excellent results.

The primary PPC programs are Google AdWords although MSN has announced plans to roll out their own and is currently testing outside of the US. Conceptually similar, Overture and Adwords actually work quite differently and allow the advertiser varying amounts of control in regards to search terms and costs per click.

Primary benefits of Pay Per Click Advertising

• Top positions on the page are typically reserved for PPC sponsors.
• Traffic can be easily sent to any relevant page in your web site.
• Low start up costs.
• Quick processing time allows it to be used for promotions and time sensitive campaigns.
• Allows one to target lower search volume phrases inexpensively.

Despite their implied simplicity, PPC advertising programs can actually be very complex to run effectively. This has become more evident as the number of companies bidding on terms has increased and advertisers have had to take a closer look at the ROI of these campaigns.

Pay Per Click Management
At RedRank, we offer a number of services to help maximize the ROI of your PPC campaigns:

• Comprehensive Keyword Review
• Keyword Targeting
• Ad Development
• Landing Page Design
• Bid Management
• Conversion Tracking

The Programs
Not only do the major PPC programs allow an advertiser to get top rankings with the search engines, but they also provide for a significant amount of coverage on the entire web. This page details the networks of the major programs.

Google AdWords
Due to the immense popularity of Google's search engine, Adwords is the only other pay per click advertising program that has established itself with a major presence.