PPC Managment Often Refered to as Pay Per Click Management.
For many businesses with an online dimension, Pay-Per-Click or PPC advertising is far and away the most cost-effective form of internet advertising. In the most basic sense of the term, it involves advertisers only paying their hosts only when their adverts are clicked by a visitor to the website in question. Content sites tend to charge a fixed rate per click, but when it comes to PPC advertising on search engines, advertisers will bid on the keyword phrases which are most relevant to the market they are hoping to tap. PPC advertising is available for all the top search engines and biggest network operators, including Google AdWords, Yahoo! Search Marketing and Microsoft adCenter.
Websites using PPC advertising will show an ad when a user's keyword query matches one on the advertiser's list of keywords or when relevant content is displayed on a standard content site. These ads are known as sponsored ads, or sponsored links, and can usually be found next to the standard results on a search engine page, or anywhere the designer wishes on a content site.
Determining the cost per click (cpc) depends on which model you are using – the flat rate or the bid-based system. Both of these systems require the potential advertiser to think about what the potential value of a click on their ad could be from different kinds of user. Factors informing this decision include detailed information on the target customer for the advertiser's project and what the likely revenue is going to be from such a market. An expert internet marketing company will help the client with such assessments to ensure that the right price level is reached.
When it comes to the flat rate pricing model, advertisers and publishers agree upon a fixed amount to be paid for every click gained. Many online publishers have a list of standard rates showing the PPC rates for the different parts of their site or their network, depending on what content is found on various pages – naturally pages that tend to attract higher rates of traffic will command a higher cost per click. Price comparison retail sites are well known for operating on this flat rate model.
For the bidding-based PPC advertising model, advertisers sign up to a contractual deal which allows them to compete with rival advertisers in a publisher's auction, or an auction held via an ads network. Each participant declares the maximum amount they are willing to pay for access to a keyword-based advertising spot and every time site visitors trigger a spot, automated processes conduct a mini-auction to see who gains the benefit of the click, and who is liable to pay for the advertising. This process is slightly different when it comes to bids for ads on search engine results pages, with the auction process occurring whenever the relevant keyword is searched for.
OMD offers PPC advertising management aimed at improving site traffic, reducing advertising costs while simultaneously improving conversion rates to help clients gain the maximum return on their advertising budget.
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