Product In Marketing Mix

Pay per click (PPC) is the hottest and perhaps most effective way for many Internet advertisers to reach their target audience. It is a marketing device that should be included in the tool box of any company which has or plans to have a presence on the network. The keys to pay per click are deciding what type of clicks to use and how to make sure that each click targets the audience a company wants to achieve.

PPC advertising falls into two categories: Pay for engines and search ads that potential customers can click click (selectable ads so named). Search engines based on the PPC model charge an advertiser a fee for the ranking it receives when a particular term (keyword) is searched. The more popular a keyword is the higher the price an advertiser's website to appear on the returned search list. Advertisers who pay the most will have their products and services appear at the head of the given back to the person who initiated the search list. Selectable ads appear on websites that look similar to the ads content. A customer perusing the website will see advertisements of interest and perhaps click on them. The advertiser pays only when a potential customer clicks on the ad of the advertiser. Some PPC advertising companies also experhymenting with ads where you can click the advertiser pays only if a customer clicks on the ad and makes a purchase as well. Both styles of PPC advertising have advantages. An astute Internet advertiser will examine each type to determine which is best for your business. It is often possible that a combination of the two models will give a company the most of its money from advertising.

How can a company continue comparing many platforms pay per click and decide which is best suited for your needs? A company must first research the PPC search engines and ad selectable programs available; then it is wise to make a small investment to test those programs which seem viable. When choosing a program, biggest may not always be better. Some companies will benefit from casting a wide net with a large company. Other businesses may be better served by working with smaller advertising entities that specialize in niche markets. Remember too that a company does not have to pay the highest to be placed on a PPC search engine return page price. Companies are placed on the page in order from the highest to the lowest bidder descending. Holding a place in the first or second search page may produce significant return at a lower cost.

Once an advertiser has decided to use a pay per click search engine or to a series of clickable ads, a test is advisable. Like all advertising companies, PPC advertising is based on a tight budget. A company establishes an account and each time a customer clicks likely in the keyword or ad, an amount is deducted from the advertiser's account until exhausted. A company should set up small accounts with several PPC companies which seem appropriate to their needs. After setting up the accounts the advertiser then needs to devise something on its website to track the number of visitors it receives from each company. PPC companies themselves will offer the advertiser a list of visitors who clicked through its advertising but these lists may not provide a firm enough to make an informed decision about the success of your advertising information. A company wants to know not only who received visitors but that the visitors were likely to real customers, not just idle surfers.

However, PPC advertising represents a viable and cost effective form of advertising. Most companies will find that either the PPC search engines or clickable ads or a clever combination of the two traffic to their sites will increase. So resolve today to make a small investment of time and money to find the PPC solution that will enable your company to enhance its Internet presence.