P P C - stands for Pay Per Click - a popular advertising
technique on the Internet. Found on websites,
advertising networks, and especially on search engines,
Pay Per Click advertising involves sponsored links that are typically
in the form of text ads.

These are usually placed close to search results, where an
advertiser pays a particular amount to visitors who click
on these links or banners and land on the advertiser's web page.

In essence,Pay Per Click advertising is all about bidding for the top
or leading position on search engine results and listings.
Advertisers do this by buying or bidding on keyword phrases
that are relevant to their products or services -
the higher the bid, the higher the spot on the search results,
the more the people will find the ad (and click on it) to go to
their websites (this is why some people call it "keyword auctioning").

Advertisers would
then pay the bidding price every time a visitor clicks through
the website.

Pay Per Click advertising is also known under the following names/variations:

Pay per placement
Pay per performance
Pay per ranking
Pay per position
Cost per click

Pay Per Click advertising is usually done with the following standard procedures:

1. Setting up an account and/or deposit funds.

2. Creating a keyword list.

3. Choosing (and setting up) an account with a Pay Per Click search engine.

4. Bidding on the ad placement, including the search result words or phrases.

5. Writing out an ad copy.

6. Setting up the 'landing pages' for your ads.

7. Placing the advertisement in the search engine.

There are many benefits to Pay Per Click advertising, making it an effective
way of promoting a business 'online'. Some of them are listed below:

Get launched immediately. Pay Per Click advertisements are implemented very quickly -
they can go 'online' within an hour after winning the bid and paying for it.

Obtain specific, qualified, and quality traffic. Pay Per Click provides you
with a quality or a well-targeted traffic.

Visitors are narrowed down into 'qualified' people who are actually
looking for specific products and/or services that you offer -
those who are more likely to become a 'lead' (a convert) and complete a
transaction (either by buying your product or subscribing to the service
that you are offering.

Widen your reach. Pay Per Click
advertising provides additional traffic to your site,
aside from the natural or "organic" search engines.

Track your investment. Pay Per Click advertising makes use of a tracking system
that will determine exactly who comes to the website and what they do
once they arrive - the length of their stay on the site and the number
of pages (including the actual pages) that they view.

These are valuable tools in determining statistics such as return on
investment (ROI), acquisition cost-per-visitor, and conversion rates
(the percentage of visitors who are converted into customers or leads).

Below are some important things to consider when planning on a pay
per click campaign:

1. Know your product. Take an inventory of the product and/or services
that you have to offer (before anything else).

2. Stay within the budget. Determine your daily or monthly budget;
and stay with it. This means keeping your budget in mind, avoiding
bidding wars if possible.

3. Bid just right. Know how to bid right - a bid that is too high
can exhaust all of your money, while a bid that is too low can make
you lose that spot.

4. Watch the bottom line. Measure your profit margin against your
spending or expenses. Know when to stop and terminate your Pay Per Click program -
if you spend more on advertising but have little or no sales at all.

5. Find the right keywords. Decide which keyword phrases to opt and bid
for. Do some keyword research, either by actually looking at existing
search terms or with the use of online keyword suggestion tools,

to know which terms are mostly used when searching for items that are
related to your business. Focus on specific keywords, not on general ones.

6. Write effective ads. A good Pay Per Click ad is that which can persuade and move
a searcher. There are several approaches to this:

Discount offers
Testimonials
Celebrity/famous endorsers
Money-back guarantees
Free trials or sample offers
Freebies
Reverse psychology
Major benefits ("Lose weight")
Direct instructions ("Click here")

7. Maintain a professional-looking site. Your web content should be
regularly updated and checked for spelling and grammatical errors.
There should be no broken links or images.

The website should be simple - designed in such a way that it will
be easy for visitors to navigate and load. Include contact details to
create a good impression among potential customers.

Done properly, Pay Per Click advertising can be an effective marketing tool that will maximize the return on your investment.

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