PPC Campaign Management

What is PPC?
Pay Per Click (PPC) is an advertising system offered by Search Engines in which an advertiser pays for each click on their advert. PPC adverts may be displayed on Search Engine results pages (search targeted) and content sites (content targeted).

o Search targeted refers to search engine results pages (SERPs), where a user has hunted for a specific keyword e.g. "car" and is delivered a page listing applicable PPC adverts that sit alongside the Organic Search results
o Content targeting refers to PPC adverts being shown on content pages e.g. "auto for sale" adverts being displayed on a site that features content about automobiles

PPC adverts are usually exhibited at the top, bottom and right-hand side of the SERPs. A bidding system determines the position of the advert on the page.

Command Wars
Some Search Engines consider several factors in the ranking of adverts although bidding higher amounts of money will usually result in a higher place. Google, for example uses a "Quality Score" which considers the click-through rate (CTR) of your advert and also the relevance of your ad text to both the key words as well as your site's landing page. The "Quality Score" also helps Google determine your cost per click (CPC). The less relevant landing page and your advert are, the further you'll have to pay to display that advert in a high position.

The bidding price for the keyword is also variable. General key words like "car rental" are more expensive and will generate more impressions than a specific keyword phrase like "cheap rental car in cape town". Key word bidding prices are raising, as more and more businesses embrace PPC advertising and advert placement is becoming more competitive. It is therefore essential to focus your financial plan on attracting the right sort of folks to your site by outlining a clear PPC strategy.