Pay per click

PAY PER CLICK
An Overview

OUTLINE
 Meaning and definition
 PPC Service providers
 PPC Process
 Benefits of PPC Advertising
 Factors effecting PPC Advertising
 PPC campaign management
 Seven Ways to Increase Pay-Per-Click ROI
 PPC Copywriting

WHAT IS PAY PER CLICK
 Pay Per Click (PPC) is an internet advertising program used
on search engines, blogs for which advertisers are paid on a
click done by users.

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Definition:
 Online advertising payment model in which payment is
based solely on qualifying click-through.

 In a PPC agreement, the advertiser only pays for qualifying
clicks to the destination site based on a prearranged per-click
rate. Popular PPC advertising options include per-click
advertising networks, search engines, and affiliate programs.

ALSO CALLED AS…..
 Pay Per Click (PPC) is also named in many other
terms but the method and program is the same.

 Cost Per Click (CPC)
 Cost Per Action (CPA)
 Cost Per Impression (CPI)
 Pay for Placement (P4P)
 Cost Per Engagement (CPE)
 Performance Based Advertising
 Cost Per Thousand (CPT)
 Pay for Search Engine Ranking

PPC MAJOR PLAYERS
There are many PPC service providers as

 Google Adwords

 MSN Adcenter
 Yahoo Search Marketing
 Find what
 Ask Jeeves/Teoma

Above are the largest network operators till date. Along
with these major PPC campaign service providers
Ask.com, Baidu, Looksmart, MIVA, NexTag, shopzilla, Pr
iceGrabber, yandex also provide sponsored links or
sponsored ads based on the keyword target with target
country by advertiser.

PPC PROCESS

Planning

Tracking
Results Research
(ROI)

Executing Implementing

PPC PROCESS IN DETAIL

BENEFITS OF PPC ADVERTISING
Out of all marketing strategies and advertising methods, PPC
campaign is the quickest method to be listed on the top pages
of search engines with end number of benefits.

 Instant result within the next second of PPC advertising activation
 Complete Control over budget
 Provides facility to target your audience in any Country, Region or
City
 Changing of advertisement content anytime with instant reflect
 Editing of Budget settings anytime
 Bidding amount can be changed anytime
 Anytime can pause, delete or add your advertisement
 Daily budget can be fixed so that no more amount will be
deducted from your account
 Unlimited key phrases can be added in PPC advertising with
instant result

FACTORS EFFECTING PPC ADVERTISING
 Creating a catchy Ad Copy (Title, Text, URL is very
important)

 Keyword Specific Landing Pages

 Continuous Tracking of overall campaign

PPC ADVERTISING CAN BE BEST SUITED FOR
THE FOLLOWING OPTIONS

 Product Purchase through online
 Form Completion (signup)

 White Paper/ eBook Download

 Event Registration

 Service Enquiry

PAY PER CLICK CAMPAIGN

MANAGEMENT

PPC CAMPAIGN MANAGEMENT
 To start a PPC campaign is easy but what can be
quite hard is to get the results you want whenever

you start a new campaign.
 Generally there are three processes that need to be
successfully completed:

Research Implementation Optimization

 Each of these three phases is divided into several
categories and I will try to explain them in turn.

Objectives
Set the objective to attract the unique visitor
through PPC.


Targeted traffic
Set right target at right time.


Keyword
Research
Use appropriate key word to
reach more visitors.

Campaign Structure
Build the campaign with strong keywords.

Make your ads
Design your Ads against your competitor.


Landing page
Take out the visitor to your target product.


Campaign Settings
Apply your research technique to attract the
visitors.


Refinement
Track your campaign performance


Cost Management
Plan your cost on valid conversion.

SEVEN WAYS TO INCREASE
PAY PER CLICK ROI

Track on a
macro-action basis
Track every keyword/key phrase to
conversion on a macro-action basis. A poor

result for a particular keyword or key phrase
doesn't mean you should drop it. It means
your Web site should better accommodate it.

Track on a
micro-action basis
Track every keyword/key phrase to conversion on a micro-action
basis. This clarifies how your visitors interact with your Web site's
persuasive dialogue.


Select keywords based on
buying process
Choose your keywords/key phrases based on an understanding of the
buying process for your product or service.


Use visitor latency
Some terms won't immediately convert well
in a campaign, so track macro-actions and
micro-action factoring in latency.


Define metrics clearly
Calculate return on investment (ROI) correctly.
Divide the amount you spend per keyword/key
phrase by your gross margin (gross profit minus cost
of goods sold) on products or services bought from
that keyword/key phrase. If you want to generate

leads, establish a base amount every lead is worth.
Divide the amount you spend per keyword/key
phrase by your value per lead.

Go broad
Focus on those keywords/key phrases with the greatest ROI before
those with the most traffic or gross sales.


Engage visitors in
persuasive dialogue
Use commonly accepted architecture to anticipate visitors' frame of
mind, plan the action you want them to take, and tell them what they
need to know before they can take that action. Match ad copy closely

with keywords so the visitor perceives the relevance.

PPC COPYWRITING

PPC COPYWRITING
 PPC (Pay Per Click) Copywriting is advertising text
that accompanies a web-based

advertisement, costing the advertising company
money only when a user clicks on the
advertisement's graphic. The advertisement is
hyperlinked to a "landing page," which the company
hopes will generate a sale.

STEPS TO IMPROVE COPY WRITING
 Become a product expert
 Figure out the essence of your product
 If you can’t get love, at least earn respect

your product
 Know your customer
 Speak with the customer language
 Identify the strong need
 Set the prospect
 Only once you understand the product, the
market, the customer, and the need should
you start writing.
 All pages elements have one meaning
 Create synchronization
 Fall towards desired action
 Create curiosity towards your product
 Test and re test content
 Steal – Borrow some ideas.

THANK YOU FOR YOUR TIME….!
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Pay per click

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