Peter Frank
Pay per click is a search engine marketing technique in which the advertiser’s site is listed on the Results page of a Search Engine, when users search for a specified keyword. Payment is based on the number of times the website is selected (clicked) from the results list. It is also known as pay-per-click listings (PPC). The two biggest players in the PPC arena are Google and Yahoo Sponsored Search (Previously Overture).
On the one hand Search Engines are the most popular landing points for most Internet users looking for services on the web. Yet, research shows that 75% of the Search Engine users do not look beyond the first page of the results of their search. In this environment, ensuring that your site is visible and accessed by your target audience through organic search is a difficult proposition.
Advertising on Search Engines is far more targeted than other forms of advertising since you control what keywords your site appears on. Even in organic search, one doesn’t really have control over what keywords your site ultimately gets listed under. In fact, with Google AdWords, one can even target net users geographically.
Since one only pays for the click-throughs from the advertisements, there is no wastage of impressions. The campaign is therefore far more cost effective and measurable.
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