What Is Pay-per-click Advertising

By Author: shivam seo
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Pay-per-click advertising is, quite possibly, the answer to all your advertising needs. It involves placing your ads on popular search engines and relevant websites in places of prominence. With search engines like Google or Yahoo, your pay-per-click campaign would involve you bidding on a certain set of keywords which you believe are the most relevant to your ads. The ad with the highest bid on the above mentioned keywords gets placed at the top of the ad ladder which is commonly found on the right hand side of many search engine result pages. With content sites that you believe your potential customers frequent, like an online newspaper for example, chances are you pay a fixed price per-click rather than adhere to the bidding rules that dominate search engine related advertising.

How Pay-Per-Click Advertising Works

Pay-per-click advertising works based on the number of times a user clicks on your ad. As mentioned earlier, all online advertisers bid for the best spots on a search engine results page. These bids are also referred to as click-through rates. What this means is that each time a user clicks on your ...
... ad, you are charged the amount you bid, otherwise known as the click-through rate. For example, if your bid of $ .10 was the highest for a keyword like ‘jewellery' and this resulted in 200 potential customers clicking on your ad, then the search engine in question would charge you $20 dollars for those hits.

How to Improve Your Pay-Per-Click Management Skills

There are quite a few methods by which you can improve your pay-per-click management skills.
The most significant among these methods, by far, is relevance. When making the decision as to which keywords you want to bid on and which category of search engine results you want your ad to feature in, it is important that you always weigh the relevance of these keywords and these categories to your ad and more importantly, to your business.
For example, if your online business website helps people plan vacations to Italy at reasonable prices, bidding high amounts on keywords or phrases like ‘Italian Cooking' will result in a lot of irrelevant users clicking on your ad in the hopes of finding the recipe for Pizza and leaving your website the minute they get there.
Bear in mind that search engines like Google do not discriminate between relevant and irrelevant users and subsequent clicks on your ad. This means that even though the chances of that user actually converting into a sale for your business were minimal, you still pay Google for the fact that they clicked on your ad.
If you, like most online businesses have an advertising budget to work within, you cannot afford to host irrelevant users. This is why knowing how to choose relevant keywords and categories should be a major part of your pay-per-click management repertoire.

Things You can do to Help Your Pay-Per-Click Campaign

It is imperative that the content on your website is strongly linked to the claims made in your ad as to the product or service you offer. If this is not the case, search engines will notice and you can rest assured your website ranking will drop down a few notches.
It is also a good idea to increase the number of pages you have on your website. Do remember to place relevant content on these pages. This is another way you can help your pay-per-click campaign along and increase your page rankings as well. However, it is not advisable to fill these pages with irrelevant content and insert keywords that have nothing in common with the content but do match the ads that are a part of your campaign. Search engines are aware of such manoeuvres and can penalise you for it.
Finally, the popularity of your website among other websites that are in the same product category or attract the same users goes a long way to increase your page ranking and positioning of your pay-per-click advertising. Getting websites that believe your content is relevant to their users to place links to your website on their own can go a long way to improve your page rankings with search engines and polish your pay-per-click management skills.

Shivam Technologies is internet marketing Australia based company which provide search engine optimisation, search engine marketing and ppc management with different seo packages to get High Rank in Search Engine.