Wednesday, July 16, 2008

Advantages of PPC advertising

PPC is an acronym for Pay Per Click. PPC advertisement is a form of advertising where advertisers pay for visitors on cost per click basis.

Advertisers can also place PPC ads on search engines. PPC ads are also popularly known as sponsored listing. Note that the payment plan for sponsored listing may or may not be based on cost per click while PPC ads only follow cost per click payment model.

PPC ads appear at the top, right or bottom of SERPs of search engines that display organic rankings also.
Features of PPC Advertisement »
PPC ads can immediately generate visibility for your website by getting you placed on SERPs of the desired keywords. Distinctively, PPC advertising is:

* Definite
* Flexible
* Low Risk

Because of these features PPC enjoys certain advantages over the other forms of online advertising. Some of these features are listed and discussed below.
PPC ads appear when you want »
Instant Results
The results of PPC campaigns are instant. The ads go live immediately and can be modified, added or deleted at any time.
Easy implementation
PPC advertisement is an effective model and is easily implemented. PPC ads don’t require any modifications on the website and hence are an effective search engine marketing model for sites which are architecturally difficult to modify for SEO. For example even if you are site is in Frames, you can run a PPC campaign for the site and the ads would appear.
Pay per click
You only pay when some one clicks on the ad.
Advertisers have control over who the PPC ads are visible to »
Keyword selection
PPC advertisers can decide what keywords they want to bid on.
Language Specification
PPC advertisers can choose the language in which they want the ads
to appear. The following options are given to the advertiser: Take options from Google.
Location Specification
PPC advertisers can choose the exact geographic location for the display of their PPC ads.
Advertisers decide how much they want to spend on PPC ads »
PPC advertisers can adjust the maximum bid limit based on the profitability of the campaign. The position of the PPC ad in SERPs is decided accordingly. So if you feel that beyond 15¢ a click your profitability goes down, then you need not bid any more on the same.
Measure the effectiveness of your campaign »
Accurate Stats can be obtained and the effectiveness of the campaign can be measured. For example you can get details like:
The maximum bid rate, the number of clicks and impressions, average cost per click, cost incurred and the conversion rate for each keyword.

Advertisers can calculate the acquisition cost and ROI using these statistics. Based on the results of the calculation of the effectiveness of the PPC campaigns, the campaigns can be modified instantly.

Click Fraud: How To Avoid Click Fraud

Click fraud is becoming a major problem for online advertisers. If you advertise your web site on pay per click search engines such as Overture or Google AdWords, chances are that you pay way too much for your clicks.
What is click fraud?

Click fraud is the practice of artificially inflating the number of clicks in a pay per click online campaign.

Overture defines click fraud as clicks arising for reasons other than the good-faith intention of an Internet user to visit a web site to purchase goods or services or to obtain information.

Google defines click fraud, or invalid clicks, as any method used to artificially and/or maliciously generate clicks or page impressions.

No matter how you define it, click fraud means that someone is cheating you and that you pay too much for your pay per click campaigns.
Who are these people?

There are three main groups that click on pay per click ads without real interest in the offered goods:

* People who joined Google AdSense or other per click affiliate programs click on the ads on their own web site to make a little income. Often, these people cooperate with other webmasters to click on each other's ads.

* Some unethical companies click on the pay per click ads of competitors to drive up their advertising costs.

* Companies (often in India, Russia and China) hire people who are paid to click on ads. (Intentionally broken sample link: [,curpg-1.cms] )

Is click fraud really a big problem?

No pay per click company denies that pay per click fraud exists. According to some web analytics companies, as much as 50% of all click activity is fraudulent.

This means that your pay per click marketing activities are half effective as they could be because of click fraud.
What can you do to save money?

The best way to lower your pay per click advertising costs is to optimize your current ads so that they deliver a better return-on-investment.

There are many things you can do to improve the effectiveness of your pay per click ads. Details can be found in our Google AdWords eBook.

In addition to useful information that helps you to lower your advertising costs while increasing your profits, the eBook contains a list of keywords that attract click fraudsters and information on how to avoid click fraud.