What is Paid Search - PPC or CPC (Cost per click)
Definition
Paid Search, also known as ‘pay per click’ (PPC) or ‘cost per click’ advertising (CPC) is the name given to paying for an advertisement on a search engine results page.
The salient points to remember are:
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You select a keyword and description |
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You set a daily budget and a maximum cost per click you are willing to pay |
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When someone searches on that keyword your advertisment is shown on the search engine results page |
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This advertisement is placed in the PINK section of the page |
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The more you spend the better the position of your advert |
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Each time someone clicks on your advertisement you pay, but your cost will never exceed the maximum you have set |
(Pink area is the paid area) |
Paid Search is measureable and controllable. You select the keywords and your adverts only appear if someone searches for particular phrase. By doing this, you are only marketing to your chosen targeted audience and customers who click through from your advert are well qualified.
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Paid Search
The resons for investing in paid search are simple:
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Generate site visitors from an alternative source
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Prominent and high placement among advert listings
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Generate qualified customers for your website
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Build brand equity. More eyeballs looking at your site will help build brand awareness
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Typical scenarios where a paid search campaign makes sense are:
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You are launching a product which is time dependent
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Your natural search engine optimization programme has not had time to take effect on your site listings
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The market is large and there is just too much competition to appear top in the natural search engine listings
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Paid Search
Our process:
The essence of any good PPC campaign is the initial analysis and ongoing monitoring. We manage the entire process for you from analysis to setup and monitoring. From monitoring the campaigns we are able to make continual changes to maximise your return.
Our success is achieved through:
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Pre-campaign planning - keyword analysis, copy, organisation, bid management and selection or creation of landing pages
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Analytics, Tracking and Reporting - continuous measurement, test, measurement
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We look to:
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Reduce your PPC costs
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Increase your click through rates
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Increase conversions
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Ensure your campaign achieves your sales and marketing objectives
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PPC can be done by anyone, but without the experience, knowledge, expertise that comes from successfully managing PPC campaigns you may not be maximizing your campaign ROI.
Orchid Marketing's Google Adwords Qualified team spend a significant sum per year online in many different industries and have repeatedly demonstrated to clients the value of paid search.
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