Pay Per Click

Introduction

 For any business seeking to advertise itself on the internet, there are a variety of methods in which a business can get its name out there and seek to draw traffic back to its own website. One method which is very common on many parts of the internet is the concept of Pay per Click (PPC)

 What is Pay per Click?

 The concept of Pay per Click is relatively simple. Your advert appears on a variety of websites, usually chosen by the hosting provider of your advert, and based on the keywords of your advert and the text of the website. For example, if you are a technology company, then your advert is more likely to appear on websites which share that technological bias (for example, a technology blog) than it is on a website devoted to flower arranging. It is called Pay per Click because you only pay for the advert on the basis of how many times the advert is clicked by interested parties, not by how many times it is viewed (which was the old model of internet advertising).

  Why is Pay per Click so important?

  Pay per Click is important to your website because it is a common and well-accepted form of internet advertising. Whereas as pop-up or pop-under advertisements are often seen to be intrusive and annoying by regular internet users, PPC adverts, integrated into websites are often viewed as less intrusive for the user experience, but because of their keyword-targeted nature, often more appropriate.

  To use the example mentioned above, a technology advert on a technology-based website is more likely to appeal to the average internet user than a flower-arranging advert on a technology website.

  It is this targeted advertising which is so appealing to many internet marketers, rather than just a random method. This makes PPC advertising a relatively cost effective method of advertising.

  How do I use Pay per Click to improve my website?

  The three main market leaders on this issue are Google (with AdWords), Yahoo (with Search Marketing) and Microsoft (with AdCenter), but many others exist as well. Signing up with one of these providers is easy, and much of the background work is done by them.

 As with many other forms of advertising, a budget can be set (e.g., $50 per month). Once $50 worth of clicks has taken place, then the advert will not be shown again until the next month. This makes Pay per Click a cost-effective and manageable means of advertising for even the smallest business.

  Clarence A. Grasty
302-740-9289

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