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PPC management

What is Pay Per Click (PPC) Advertisement

Pay Per Click is a specific internet-based advertising campaign, which is used on search engines and web sites. When a user types in a ‘keyword’ or phrase in the search engine which matches one of the advertisers’ keywords, the relevancy search results appear below, and the predefined ads are placed as ‘sponsored results’, down the right hand side, or above the search results list.

When a user clicks on one of the advertisement links, the advertiser is charged an amount depending on what the advertiser bid, and user is directed to the advertiser’s website. 



Bid Options – CPC, CPM and CPA

Advertisers bid on keywords to define priority of the ad position. The ads position is determined by combination of cost-per-click (CPC) of the keyword and quality of the ad (Quality Score).  
Quality Score of the ad is computed based on the relevancy of the site to the keyword, link popularity of website, keyword density, The historical clickthrough rate (CTR) of the keyword and other SEO factors.


Cost-per-click (CPC) bidding means you pay only when someone clicks on your ad. You can set a maximum CPC bid, or opt for automatic bidding, wherein Adwords will determine CPC to be charged.

CPM : You can choose to bid for the number of times your ad appears, irrespective of whether user clicks ad or not. This option uses cost-per-thousand impressions (CPM) bidding, so you pay for every thousand times your ad appears. If you're mostly interested in getting ad visibility, we recommend choosing this option.

Cost-per-acquisition (CPA) : This advanced bidding option enables you to specify a maximum cost-per-acquisition (CPA) bid. Conversion is defined as an action by user such as purchase or sign-up. Using historical information about your campaign, the AdWords system then automatically finds the optimal cost-per-click (CPC) bid for your ad each time that it's eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your CPA goals.


 

 

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