Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser’s keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.
Find below the two models of PPC :
- Bid-Based PPC Model – In the bid-based model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot. Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model.
How can I manage PPC?
PPC campaign management includes the devising of PPC affiliate programs and creation of PPC banners ensuring increased click-through rates and signups. A pay per click campaign is managed with a four-fold method:
Search for right keywords: Using the various SEO tools, the search engine optimizer prepares the list of keywords and related words that help in promoting your business, products and services Management of PPC bid management: Every business is unique and therefore requires special attention. For this it is necessary to bid on keywords that will help in accelerating the business activity. Making Ad copy: It is advisable to make a copy that attracts, informs and coverts the visitor into a buyer. PPC ROI Tracking and Analysis: from time to time the project delivery manger provides periodic reports that help in knowing the success of PPC campaign.