Synergy in Search Engine Marketing - The Individual Pay-per-Click Process
(Page 2 of 4 )
In comparison to SEO, Pay-per-Click (PPC) search engine marketing does not rely on spiders or specialized HTML coding. PPC is important in getting guaranteed exposure on industry specific Web sites. It is derived from an auction-based model where advertisers determine the value of each visitor by placing a cost per click for a specific keyword. An advertiser can determine the ranking of their listing depending on bid amount. The higher the bid, generally the higher up a Web site's listing will appear within a set of search results.
Online advertisers benefit from PPC because it is a cost-effective way to receive Internet visitors almost immediately, and it allows the specific targeting of select keywords or visitor interest. It also provides an alternative search engine marketing strategy for Web sites with different advertising budget levels. By gaining greater control over a campaign, advertisers generally receive highly targeted leads that convert more often into sales. Web sites that partner with PPCs integrate sponsored results into their search function, ultimately increasing user satisfaction and improve visitor retention.
But, PPC marketing also has its drawbacks. As PPC becomes more popular, and more Web sites bid for top placement within search results, cost per click is steadily on the rise. Additionally, since placement is based on revenue, it's important to work with a PPC provider that places a strong emphasis on maintaining high traffic quality and a concern for its advertisers.
Next: Using Synergy - A Semi-Optimization Process >>
More Website Marketing Articles
More By Tiffany Guarnaccia
