Pay Per Click Advertising
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Pay per click (PPC) is an Internet advertising model used on search engines, advertising
networks, and content websites, such as blogs, where advertisers only pay when a user
actually clicks on an advertisement to visit the advertisers' website. With search engines,
advertisers typically bid on keyword phrases relevant to their target market. When a user
types a keyword query matching an advertiser's keyword list, or views a webpage with
relevant content, the advertisements may be displayed. Such advertisements are called
sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic
results on search engine results pages, or anywhere a webmaster or blogger chooses on a
content page. Content websites commonly charge a fixed price for a click rather than use a
bidding mechanism.
Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and
Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click,
often referred to as costs per click (CPC), vary depending on the search engine and the
level of competition for a particular phrase or keyword list—with some CPCs as low as
US$0.01. Very popular search terms can cost much more on popular search engines. The
PPC advertising model is open to abuse through click fraud, although Google and other
search engines have implemented automated systems to guard against abusive clicks by
competitors or corrupt webmasters.
networks, and content websites, such as blogs, where advertisers only pay when a user
actually clicks on an advertisement to visit the advertisers' website. With search engines,
advertisers typically bid on keyword phrases relevant to their target market. When a user
types a keyword query matching an advertiser's keyword list, or views a webpage with
relevant content, the advertisements may be displayed. Such advertisements are called
sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic
results on search engine results pages, or anywhere a webmaster or blogger chooses on a
content page. Content websites commonly charge a fixed price for a click rather than use a
bidding mechanism.
Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and
Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click,
often referred to as costs per click (CPC), vary depending on the search engine and the
level of competition for a particular phrase or keyword list—with some CPCs as low as
US$0.01. Very popular search terms can cost much more on popular search engines. The
PPC advertising model is open to abuse through click fraud, although Google and other
search engines have implemented automated systems to guard against abusive clicks by
competitors or corrupt webmasters.
Keyword-based pay per click advertisers bid on search terms—keywords consisting of words
or phrases, and possibly product model numbers. Sponsored search engine placement is
an online marketing system whereby advertisers may bid for advertisements that appear
bidder for each keyword will be listed at the top of the search engine listings page. However
in recent years the quality and relevance of the landing page (the page to which the
sponsored result links to) have been added to the algorithm to determine placement.[citation
needed] Keywords are the very heart of PPC advertising, and are guarded as highly-valued
trade secrets by the advertisers. Many advertising firms offer software or services to help
advertisers develop keyword strategies. Content Match, a service offered by Yahoo!,
distributes the keyword ad to the search engine's partner sites and/or publishers that have
distribution agreements with the search engine company.
As of 2007, the following are notable PPC keyword search engines:
* Ask.com
* Baidu
* Google AdWords
* LookSmart
* Microsoft adCenter
* MIVA
* Yahoo! Search Marketing
* Yandex
or phrases, and possibly product model numbers. Sponsored search engine placement is
an online marketing system whereby advertisers may bid for advertisements that appear
bidder for each keyword will be listed at the top of the search engine listings page. However
in recent years the quality and relevance of the landing page (the page to which the
sponsored result links to) have been added to the algorithm to determine placement.[citation
needed] Keywords are the very heart of PPC advertising, and are guarded as highly-valued
trade secrets by the advertisers. Many advertising firms offer software or services to help
advertisers develop keyword strategies. Content Match, a service offered by Yahoo!,
distributes the keyword ad to the search engine's partner sites and/or publishers that have
distribution agreements with the search engine company.
As of 2007, the following are notable PPC keyword search engines:
* Ask.com
* Baidu
* Google AdWords
* LookSmart
* Microsoft adCenter
* MIVA
* Yahoo! Search Marketing
* Yandex
Why is link PPC important?
