Interested in pay-per-click ad campaigns, but nervous about taking the plunge? This article will give you a good overview of what's involved. It will lay out the benefits and introduce you to the top companies with which you can do PPC marketing. You will also learn what you need to know to make the most of your campaign.
PPC Overview
Pay per click marketing, with an estimated turnover of $1.1 billion per year and growing at 13 percent per quarter despite the economic downturn, has become vertically integrated into the Internet marketing arena.
Emerging from the banner ads and click through rankings of the early 2000s, pay per click saw initial innovation when Google introduced AdWords Select in early 2002. Google now controls about 50 percent of the PPC market share, followed by Yahoo at 25 percent. AdWords shows the selected ad near relevant search results, as well as on content and search sites within the Google Network.
Pay per click is an Internet-based advertising model used on search engines, content websites and advertising networks where advertising clients pay only when a consumer clicks though the ad to visit that client's website.
Typically the PPC ad is based on keywords to reach a designated target market. When the consumer enters a keyword or phrase into the search engine that matches the client's keyword list, the ad is displayed. The ads appear adjacent to or above the natural search engine results.
The largest PPC providers currently are Google AdWords, Yahoo! Search Marketing and Microsoft Ad Center. The minimum cost per click (CPC) varies based upon competition for the keywords and the search engine's standards.
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