Pay Per Click (PPC) advertising is a form of advertising available on search engines such as Google, Yahoo and Bing. These search engines give you the option of creating custom Ad’s that are displayed when a specific set of words known as keywords are searched for. The most popular form PPC advertising is done using Google Ad Words, an affiliate of the most commonly used search engine platform – Google.
PPC involves the advertiser paying if the Ad is clicked on by a user of a search engine or website that the Ad is displayed on. This form of advertising allows you to target a specific profile of people using a set of keywords as well as by targeting specific locations.
PPC advertising is usually broken into two segments Search Network and Display Network Ads. The Search network ads are the ones that appear above and to the right side of the ‘organic’ Google search results and the display network ads are the ones that appear on partner websites (websites that allow Google advertising).
The Google PPC advertising tool Google Ad Words provides a large variety of features and tools to help with preparing and tracking your Google Ad. Some of the tools include ones to study trends in keywords and select the most effective set for your Ad, as well as features to help you analyse the progress and success of your Ad. Google Ad Words allows connecting with your Google Analytics account – another tool which helps to track and monitor your website data.
PPC advertising gives a business an opportunity to directly start marketing their product or service online and an immediate assessable return on investment. If used properly PPC and Google Ad Words can be a powerful and effective tool to reach your target market. The key to successful Pay Per Click advertising is a well thought out and carefully planned Google Ad Words Campaign.
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