PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, ‘pay per click.’

Two types of PPC

• Flat Rate PPC

• Bid Based PPC

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that need to be paid for each click. In most of the cases, s the publisher has a rate card that lists the PPC within different areas of their network or website. These various amounts are often related to the content on pages, with content that generally attracts more valuable visitors having a higher Pay Per Click than content that attracts less valuable visitors

Bid Based PPC

Bid Based PPC The advertiser signs a contract that

allows them to compete against other advertisers in a private auction hosted by a publisher. Each advertiser informs the host of the maximum amount that he is willing to pay for a given ad spot ( based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot.

History of PPC

In 1996, the first known and documented version of a PPC was included in a web directory called Planet Oasis. This was a desktop application featuring links to informational and commercial web sites, and it was developed by Ark Interface II, a division of Packard Bell NEC Computers

The bidding management strategy or solution should be chosen essentially on the basis of one’s needs, budget and scale.

Tip 1 : Do not take too much dependence on Google Quality Score Ratings

Advertisers need not taken the Google Quality score rating for evaluating the bid. Even the lowest quality score rating ad with specific title and long tails had shown higher percentage of conversion in many cases.

Tip 2:Regularly monitor and adjust the automation strategy

Strategies and goals should be adjusted as per the need.  One either could prefer increasing volumes in terms of impressions or clicks or could prefer to work on improving the return of investment through either lowering CPA or increasing conversion rate etc. To achieve all these bid rules should be adjusted regularly but not frequently.

Tip 3 :Do not go for the top position

It is important not exceed your budget while bidding for top position rather than bid on lower positions to make better fortune in the long run and strengthen your campaign.

Tip 4 : Do not try to make changes in bidding strategy daily

A keyword had to gather enough data about its performance before one can make a good decision.  One has keep patience and should have abundant data before making any changes in campaigns.

Tip 5 : Analytical advantages need to be taken

Weekly and monthly reports would help in determining the clicks and impression relation to the conversion rate achieved. It will help us to reach targeted markets and audience for introducing new products.

PPC Process

– Need to know your Business Objectives– Create your personal strategy– Structuring your account– Developing a bid strategy– Tracking your results– Testing and Optimizing

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