Paid Placement & Pay Per Click
Pay Per Click is an internet advertising model in which you, as an advertiser, pay every time a potential customer clicks your ad. PPC is the most popular form of Search Engine Advertising. This means that every time an internet user conducts a search in Google, Bing or Yahoo, that includes your matching keywords, your ad will be displayed. In order for your ad to appear on those major search engine results pages, you must bid for keywords that accurately represent your business. As you win in this bidding process, your ad will begin ranking higher, giving your website maximum exposure.
Google AdWords is the most used PPC advertising system today. This platform enables advertisers to create ads that appear on Google’s search engine. Which advertisement will be displayed on a Google results page depends on many factors. Some of which are:
- quality and relevance of keywords
- the size of the bid
- fulfillment of editorial
- technical requirements, and many more
PPC has many advantages. It allows you to connect with potential customers at the very moment they search for the product or service you are offering. If your ad and keywords accurately describe your business PPC can have a major impact on your website traffic. Just prior to this writing, Google rolled out a huge change that removes ads from the right side of its desktop search results. Now they are only placing ads at the top and bottom of the page. There are now four paid search results at the top instead of three and nothing on the right side. This is a major change, because paid advertisements are more visible than ever, leaving organic search results with little or no above-the-fold visibility on most devices.