Managed Pay Per Click Advertising Services Explained
Search engines like Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid 'organic' search results.
These ads are sold in an auction. You bid what you want to pay for a click on the ad. Bid the most and you have a chance of ranking number 1 in the sponsored results. There’s also something called quality score that can impact your ranking.
If someone clicks on your PPC listing, they arrive at your website, and you are charged the amount you bid. So, if you bid £0.50p per click on ‘widgets’, and that’s the highest bid, you’ll probably show up first in line. If 100 people click on your PPC listing, then the search engine or PPC service will charge you £50.00. However it gets more complicated. Google uses a number of criteria to determine how it ranks your Ad and how much a click will cost in addition to the maximum cost per click you're prepared to pay.
Quality score is a combination of factors including:-
Click through rate (CTR) - the number of time times your Ad is displayed divided by the number of actual clicks.
The relevance of the Ad to the search query that triggered the Ad impression.
The relevance of the landing page that the Ad click takes the visitor to.
A properly structured and optimised campaign will ensure high click through rates and highly targeted Ads and landing pages which in turn reduce the overall cost per click that you pay. In this way it is possible to have your Ads ranking above your competitors Ads while paying less for each click. This makes Google AdWords a very level playing field as even small companies can compete with larger budgets by having a clearly targeted and optimised search campaign.
Making Managed Pay Per Click Advertising Work...