Pay Per Click or PPC?has proven itself to be one of the?most revolutionary ideas in internet?marketing?and advertising in the past 14 years.
When Jeffrey Brewer of Goto.com presented this concept in February of 1998 to the TED conference in California, he probably didn?t foresee such immense success.
Although, credit for the concept model is generally given to Goto.com?s founder Bill Gross, it was the adaptation of PPC by Google Adwords in 2002 that would ultimately change the online and traditional advertising landscape forever.? 96% of Google?s 37.9 billion 2011 revenues came from ads, that?s money year after year taken from the traditional ad world.
There is such a huge market for online search now that search marketing and PPC management agencies are the new ad companies of today.
So What is PPC?
Simply put, every time someone clicks on an ad posted by an advertiser within a PPC platform, then that advertiser pays for that click. If there are no clicks, no one pays- true pay for performance advertising.
PPC gives incredibly abundant data that you can analyse, then make decisions that increase your return on investment (ROI).
It became very obvious very quickly that PPC was not only more cost-effective, but simply made more sense than traditional advertising mediums.
What Are Some Top PPC Options?
Google Adwords
Having the distinct advantage of being the most widespread in the world of PPC- 66.2% of US Search as of Jan2012.? Google?s dominance over search gives them the audience base on which their PPC platform stands on.
Google AdWords sponsored listings can be found in the top 3 listings above the organic search listings, and on the right hand column of Google?s search results, and now sometimes also displaying a couple of listings below the last organic spot on a search engine results page (SERPs).
Also, Google Adsense ads are also displayed on tens of thousands of websites who share click revenue with Google by displaying ads to their website visitors.
Facebook is swiftly proven itself to be a contender in the quest for PPC supremacy because of its wealth of data on it?s over 800 million participants- taking a demographic based approached as opposed to being strictly?keyword driven.
Which means an advertiser can more accurately pin point advertisements shown to their desired market by use of geographic location, age, sex, keywords, education level, occupation, relationship, language and Facebook Groups.
Not only that but, Facebook?also gives the advertiser a tally of how many people on Facebook meet their demographic based on the criteria they have?set. Oh? did I also mention that you are able to add images to your ads? Which in turn gives the targeting aspect of the advertisement more of a Billboard format.
Yahoo!
I know what you?re thinking, is anyone even still on Yahoo! ? And, the answer to that would be a resounding YES! As a matter of fact Yahoo still attracts?a user volume of 686 million hits on a regular basis and now their PPC Platform is powered by Bing.
Although it is cheaper to advertise on Yahoo! because there is less competition, there may be less search volume for many industries.
A lot of savvy PPC Management Agencies perfect high ROI campaigns in Google Adwords, then clone those campaigns out onto Yahoo! & Bing.
Bing
A huge plus for using Bing as a platform is that it is considerably cheaper than Google.
Though it is still in third place behind Google and Yahoo!, users will?encounter less competition?than that found at Google, but may experience less volume of impressions.
Although a business may not attract as much traffic on Bing, Microsoft has added the additional perk of advertising through their network and other Microsoft properties, including the MSN home page and Hotmail.
Chitika
Chitika ?is a search- targeted advertising network that works with or as an alternative to Google Adsense on website partners. Although their advertising tend to appear on lesser known websites this may prove to be a good thing in its potential to attract an audience which other PPC networks tend to overlook.
At The End of The Day?
? Where should you start off?? First, decide on a monthly PPC marketing budget that you can commit to for at least 12-36 months.? You cannot work on incremental improvements that compound over time if you are not willing to invest that time and money into your business.
If you want to get targeted traffic immediately, then you have to begin with proper keyword research.
We would recommend working in Google Adwords to get the most traffic, since they have the most eyeballs.
Then keep refining your campaigns until you are happy with the return on investment of paying for professional PPC management + paying for the clicks to Google, then clone out those campaigns onto Bing/Yahoo! to tap into the other 33% of all searchers.
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Source: http://www.smallbusinessonlinecoach.com/blog/tips/guide-ppc-platforms/
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