Many online businesses are choosing Sponsored Search as the basis of their advertising programs. Based on the belief that surfers are more likely to click on the first one to three results on a search results page, sponsored search, or PPC allows advertisers to bid for top placement. In Google Searches, these are the yellow shaded listings at the top; there are additional paid ads along the right hand side of the page. Ads are tied to specific keywords or search terms. Sponsored Search offers an enormous amount of flexibility by allowing advertisers to choose a budget, determine the time of day they wish their ads to appear and tailor the advertisements to fit targeted searchers.
Many advertisers are attracted to Sponsored Search for more than just the flexibility. In fact, PPC offers multiple benefits for almost any business.
- Geo-Targeting – PPC and paid search campaigns make it simple to target potential clients within a specific geographical region. For brick and mortar businesses, this is typically an area located near their physical location. For online businesses, geo-targeting can mean targeting specific regions based on regional popularity, shipping costs or interest. The ability to geo-target makes PPC especially attractive.
- Budgets and Estimates – PPC campaigns rely on an intricate system of software that analyzes performance. Because of this, it is easy to estimate the number of impressions or clicks a particular ad is likely to receive. This information can be used to more accurately budget for bidding purposes. These features make PPC ads cost effective for many business owners.
- Related Content – In many cases, surfers read eZines, articles or visit social media sites for information related to a particular product or service. Content Networks allow advertisers to place ads alongside this information. This helps capitalize on the need for ‘immediate gratification’ many surfers experience because once they have decided to make a purchase, your ad is right there, making them relatively easy conversions.
- Testing – Most PPC providers allow for a degree of testing. This allows advertisers to test multiple advertisements to determine which one works best for their particular needs.
- Results – Because PPC only requires payment for a ‘click,’ advertisers are only paying for those that show enough interest to learn more. Unlike traditional ads, under which advertisers pay for their ad to appear, PPC advertisers only pay for surfers who actually click through to a website or landing page.
- Data – PPC programs provide a large amount of analytical data that allows advertisers to understand where their viewers are coming from and what they do once they reach the website. This information can be used to improve ads, select keywords and search terms and optimize landing pages – all useful and accountable stats necessary for online marketing. Analytics is a must when doing PPC Advertisements.
- Targeted Leads – Because surfers arrive at your sponsored search ad through a specific search, the result is targeted leads or potential clients that are actively seeking your service or product. This clearly optimizes the potential of this type of marketing effort
Pay per Click advertising is a popular method for advertising online businesses. Though it can be a challenge to manage, sponsored search campaigns are some of the most effective for instant results.
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December 14, 2009
