The dawn of pay per click advertising was an important time for the internet as it represented a new stage in the evolution of how people marketed their products and websites on the World Wide Web.
Pay per click – What is it and where did it all begin?
Pay per click is an advertising model that is found on search engines, content websites/blogs and advertising networks. The way in which pay per click (PPC) operates is that advertisers bid on keywords that they believe their target market will use as search terms when looking for a product or service. The advertisements that appear are called ‘sponsored ads' and appear alongside the ‘natural' listings. The birth of pay per click advertising is thought to have occurred towards the end of the 1990's and is generally attributed to Bill Gross. The major search engine Google started search engine advertising in 1999 but it wasn't until 2002 that Google's adverts officially became pay per click. Whereas Yahoo's advertising was pay per click from their outset in 1998.
How To Succeed With Pay Per Click Advertising
Most major companies hoping to make real returns with their pay per click advertising campaign will employ the use of SEO experts to manage their PPC schedule and ensure it is being optimised to yield the maximum results. However, there are a few basic principles that can be adhered to make the most of a PPC campaign. These include:
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Send Visitors To The Relevant Part Of Your Website – It's all well and good getting the customer to click on your advert but if it doesn't direct them to the product they are looking for straight away, the will just as quickly click out of the site again.
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Build Unique Ads For Each Search Term – This is why most companies tend to leave their PPC campaign to SEO experts who know what it takes to formulate a successful campaign and will optimise the content to ensure the customer finds exactly what they are looking for.
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Track Your Results – Another primary reason that SEO experts are relied upon. Most companies won't know how to track the results of their PPC campaign successfully and, in doing so, ensuring it is being used to the best of its ability. By understanding which aspects of a PPC campaign have been successful allow a company to increase profits by refocusing their attention to profitable search terms.
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Advertise On A Large Number Of Relevant Search Phrases – SEO experts will be able to study the market and internet trends to ensure that the right keywords are focused upon and enough of them are used to ensure that a profitable conversion rate is achieved.