How To Get Started with PPC

If you're interested in Internet marketing, you have several options to choose between. First, there's of course the prospect of advertising on regular search engines like Google and Yahoo by ranking high in the result list according to certain keywords. But the search engines promise nothing, and would send SEO's packing if they could. Their focus is on relevant search result, not on the success of your search marketing. If this isn't your cup of tea you might want to consider a more controllable online marketing strategy, called PPC!

“Search engines focus is on relevant search result, not on the success of your search marketing. If this isn't your cup of tea you might want to consider a more controllable marketing online strategy, called PPC!”

Pay - Per - Click Search Engines - Devoted to Advertisements

Emerging in the late 1990s Pay-Per-Click has grown to become a force to be reckoned with in Internet marketing industry. Search Engines like Google, Yahoo, MSN and Altavista all offer PPC ads on their sites, often appearing above, below and next to the result in the SERP. When deciding to advertise using PPC you're allowed to create you own ads, implementing desired keywords and then bid on how much you are willing to pay per click. But first you have to decide which PPC search engine to advertise on!

Remember, you are never charged by the PPC search engines whenever your ad appears, only when it's clicked on!

5 Easy Steps to Get Started with PPC

1. Choose Your Pay-Per-Click Search Engine
There are several regular search engines allowing sponsored links on their result pages. Google Ads, Yahoo SM are leading the market. MSN KeyWords are expected to join them shortly!

2. Apply Your Keywords
PPC ads are connected to the keyword used in the search engine. The ad is thus only visible when the search engine displays the result of a sought keyword. As you would search optimize your website, choose you keywords and phrases and implement them into the title and body text of the ad.

3. Bid for Position
Since the ads are displayed from top to bottom the advertisement in the highest position will naturally get most attention. This is where the bidding enters the picture. By bidding on how much you are willing to pay per click you bid on the position of your ad in relation to certain keywords. The more you're willing to pay the higher you will get! While the top positions often get most attention by visitors, this is not the only factor to consider when bidding. Your ad's click value is determined on conversion ratio and how much money your product actually will generate. Let's say your conversion ratio is 1:100, one sale per hundred clicks, and your product cost $10. To break even you shouldn't pay more than 10 cents per click. Now if the bid on highest position is 20 cents you'll loose $10 on every sale. And the purpose of PPC ads is in the end to make money, right?

Nowadays you're not promised the highest position even if you made the highest bid, the ranking is primarily affected by an ads popularity factor. The ad generating most clicks according to a certain keyword will always have the highest position.

4. Create a Clean and Call-to-Action Landing Page for Your Ad
It is not enough that a visitor is clicking on your ad. If the landing page is messy or confusing your visitor will leave. Make sure that the purchase of your product can be made directly off the landing page and have detailed information available if the visitor wants to know more. You have to do everything in your power to increase the level of Call-to-Action. Without a relatively high conversion ratio your PPC ad can easily end up costing more money than it generates.

5. Control Your Ads
As a PPC advertiser you are a paying customer and that comes with benefits. With the bidding system you have complete control of your ads ranking, immediate updates and access to stats on how your ads are doing.

Advantages with Pay-Per-Click Advertisment

• PPC is widely considered to generate strong ROI.
• Pay - Per - Click ads are found to be more reliable and relevant.
• In the end they're the only type of advertisement allowed at the search engine sites. And that is a strong position to hold.
• PPC ads are often seen as search result, thus free from the bad reputation of commercial advertisements.

Wind of Changes Lyrics - Scorpions

I follow the Moskva
Down to Gorky Park
Listening to the wind of change
An August summer night
Soldiers passing by
Listening to the wind of change

The world closing in
Did you ever think
That we could be so close,like brothers
The future’s in the air
I can feel it everywhere
Blowing with the wind of change

Chorus:
Take me to the magic of the moment
On a glory night
Where the children of tomorrow dream away
In the wind of change

Walking down the street
Distant memories
Are buried in the past forever

I fallow the Moskva
Down to Gorky Park
Listening to the wind of change

Take me to the magic of the moment
On a glory night
Where the children of tomorrow share their dreams
With you and me

Take me to the magic of the moment
On a glory night
Where the children of tomorrow dream away
In the wind of change

The wind of change blows straight
Into the face of time
Like a stormwind that will ring
The freedom bell for peace of mind
Let your balalaika sing
What my guitar wants to say

Take me to the magic of the moment
On a glory night
Where the children of tomorrow share their dreams
With you and me

Take me to the magic of the moment
On a glory night
Where the children of tomorrow dream away
In the wind of change

Day-part Targeting when Working with Internet Marketing

Prime time is a concept that has been understood by television advertisers for years. There are simply times of day (or night) where more people are tuning in, and advertisers covet those times since their ads will reach more people if they are aired during those times. Furthermore, advertisers also know that different types of consumers are watching at different times. People watching at 3 a.m. are better candidates for sleep aid and mattress ads. Those watching at noon may respond better to ads for vocational schools. Advertisers try to find time-slots on the television schedule appropriate for the products they are selling.

“While prime time for television is in the evening, prime time for the Internet is during the day, when people may be surfing at work.”

Day-part Targeting for Internet Advertisers

What time-slot placement is to television advertisers, day-part targeting is to Internet advertisers. The idea here is that a website will have different ads on its pages depending on what time of day it is. This is a boon for both advertiser and hosting site. The hosting site can have more ads on its pages, while the advertiser doesn't need to pay for having its ad on the site at a time when no motivated consumers will be browsing. The hosting site may also gain some consumers across time periods who come back to see the new ads that appear later in the day, which benefits both the host site and the advertiser.

How Day-part Targeting Works

Just as with television, there are certain prime times for Internet advertising and certain times that are appropriate for specific products or targeted demographics. While prime time for television is in the evening, prime time for the Internet is during the day, when people may be surfing at work.

Day-part Targeting Issues

Since the idea of day-part targeting is relatively new, a good cost-model has not yet been generated. Those prime daytime hours may at some point need to generate a higher cost per click than ads posted at a less favorable time. As day-part targeting becomes more popular, advertisers and web hosts are likely to try out a number of cost-models until the most effective one is found.

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