Pay Per Click Advertising
|Just what is "pay per click"?
Pay per click advertising, also referred to as "Adwords",
PPC, cost per click, CPC, paid placement, sponsored listings,
and a few other terms, is an advertising method used on the
Internet. PPC advertising is most commonly found on search engines
such as Google, Yahoo, MSN and the like but can also be found
on web sites other than major search engines.
The basic premise behind pay per click advertising is that specific,
highly-relevant ads are displayed to a web surfer in direct
response to the keywords they entered into a search engine.
The idea is that advertisements directly related to certain
keywords would be of more interest to the prospect and as such
are more likely to be read and, more importantly, clicked on.
The advertiser is only charged a fee when their ad is actually
clicked on which causes the surfer to arrive at the advertiser's
web site. If done correctly, the advertiser ends up with a very
In most cases pay per click ads are simple text ads placed above
or beside the "regular" search results and consist of a title,
a line or two of description and the web address of the website
the ad is for.
PPC advertising is unlike any other form of advertising in many
ways and if done correctly can generate unprecedented results
and return on investment. However, there is no question that
pay per click campaigns can be colossal failures if mismanaged.
The concepts and fundamental principles of this powerful, dynamic
and multi-faceted marketing method is not understood by many
business people. This makes sense when you consider that it
really is a new medium and is nothing like traditional advertising
Although there are many search engines and other web properties
that offer some form PPC advertising the clear leader in the
field is the search engine Google. Google's pay per click advertising
system is known as "Adwords".
The Google Adwords system is extremely powerful, flexible and
Google, in an effort to ensure that advertisers get the best
possible value out of the Adwords system, has created a training
program and official designation for those who wish to become
proficient in developing and managing Google Adwords advertising
campaigns. Web marketing experts that complete the training
and meet the stringent requirements set out by Google are awarded
the status of "Qualified Google Advertising Professional".
A Qualified Google Advertising Professional has undergone extensive
training, passed an intensive examination with a mark of at
least 80% and has demonstrated proficiency in actually managing
live campaigns. Only after an individual has met these and other
requirements are they awarded the title of Qualified Google
If you are considering exploring PPC as part of your web marketing
strategy you would be well advised to consult with a Qualified
Google Advertising Professional. Surely the improved return
you will realize on your PPC investment will far outweigh any
costs associated with seeking expertise. If you do decide to
engage someone to assist you with your pay per click strategy
it is highly recommended that you find a proven expert with
the respected Qualified Google Advertising Professional credentials.
Find a Google Advertising Expert
|Click to enlarge -
P.P.C. Ad example