PPC ADVERTISING: EXPLANATION IMPORTANCE AND USES OF IT
The Internet acts as a resource to obtain answers to questions and solutions to problems. If someone wants to answer the queries then he needs to advertise to the web browsers and social sites.
With the advancement of technology, a single click has transformed to a new client, and this new client can become a referral source. A new referral becomes a new referral source. All this happens with a single click, thus a click values a lot.
Mainly there are two elementary forms of endorsement that use the Pay Per Click model. One of them being SEM (Search Engine Marketing) and the other one is Social Media advertisement.
WHAT EXACTLY IS PAY PER CLICK
Every individual understands how advertisement works. One has to pay a particular amount ( lump sum ) on a billboard, to run a TV ad or radio telecast, get an article published in the magazine. The amount remains the same whether 10 people or 1000 people contact the sponsor. PPC works following the exact opposite way – one has to pay for a single click that he receives. When someone comes across the commercials but does not click on it – one does not need to pay.
The fundamental forms of PPC are SEM and online media advertisements. Google Adwords and Bing Ads are mainly used in SEM to display commercials about one company on the search engines (browsers)
• Target Audiences
Ads can be displayed in a postal code, city, distance parameters of a city both locally and globally. Thus there are multiple options available.
• Relevant Keywords to be selected
A list containing hundreds of related words can be created that are based upon services offered by a company and when someone types in those words, the ads get displayed.
• Setting a budget
Payment is done based on how many people are bidding on the same words (there are other entities as well that is decided by Google and Bing).On can fix a budget based on a daily payout, the maximum price per click.
• Choosing ad type
Google offers multiple ad types. The cost per click depends upon the campaign type chosen by the sponsor.
• Decide where to direct the website visitors
As the leads click on Ad, the endorsement provider needs to send the somewhere-which is not the homepage of the website. The page that clearly provides information to the visitors based on the searches made by them is called the Landing Page.
The advertisement made on the social platform can take forms of text (2-3 lines), graphics and commercials. There can be an entire campaign focused on making phone calls, that forms mobile advertising.
There are similarities between SEM and Social media marketing. There are variations too. Online media commercials are based on (target) reach, works off a fixed budget, displays nad that is created. The variations and advantages of using Social media ads are:
1. Ads are visual on a media platform and may include texts, graphics, and videos.
2. Beyond a topology and a specific website Social Media platform display ads in front of an audience based on the info that people share on social sites.
3. Promotions on public networks can have employment options from direct newsfeed.
4. A click on the social sites will cost remarkably less than a click on a search engine, and there will be fewer variations in expenditures based on industries.
WHY ADVERTISEMENT BUDGET NEEDS TO BE MOSTLY ALLOCATED TO PAY PER CLICK ADVERTISING
• PPC IS MORE FOCUSED
SEM helps to attract audiences based on topographical locations, specific keywords, interests and more. With Social Media promotions the targeting criteria are unlimited – one can target by age, community, gender, income and much more.
• PPC IS FLEXIBLE
If someone wants then he can pause his PPC campaign, there is no specific contract or fees as such. Someone can increase or lower down budget. If one needs to show up ads in a different city and to a completely different audience one can do that. This can be done within a limited time span.
• FIXED BUDGET
With PPC one can determine how much to spend daily, per click. Immediate data on how much each click costs can be determined as well.
• JUSTIFIED ROI (RETURN ON INVESTMENT)
Advertising becomes specific to PPC. The can convey his message directly to the audiences and the message is not changed unless they are not interested.