What is Pay per Click Advertising (PPC)?

PPC is a form of internet advertising used on search engines and content networks. Each time the advertisement is clicked on, the host charges the account a click amount. The click amount can either be fixed or variable depending on internet site. Most search engines charge a variable rate, which is based on a competitive bidding system where advertisers compete on keyword phrases. Content networks normally charge a flat rate for each time an ad is clicked on.

The largest search engine Pay per Click Advertisers are Google, Yahoo and Microsoft. Content networks will place banner ads at the top of their sites or in sections labeled as “Sponsored Results”.

Example 1:  Search Engine Advertising

You are looking for a flight on Google and you type “flights” into the search field and the following results come up. Google will showcase the PPC ads first on both the top left side and the right side.

Example 2: Content Network Advertising

You are looking for a flight and you find yourself on a website which offers flight information, you will see the following paid advertisement search results.

Why would a business use PPC?

PPC has many advantages:

• Short Term Solution – before launching an Organic SEO strategy, many businesses will set up a PPC campaign to determine which keywords their clients are searching for so they can better maximize their target keywords in the future
• Full Control – PPC gives the user full control over which keywords or phrases they wish to advertise for. By narrowly focusing your efforts on keywords which lead to conversions, like a phone call, email or purchase, the business can boost their Online Marketing Return on Investment (ROI).

Why UWS?

Umbrella Web Solutions has extensive experience in marketing clients sites through the major search engines and its affiliates sites – Google Adwords, Yahoo Marketing, Microsoft Ad. UWS caters to all size PPC marketing budgets. The goal of UWS is to maximize your Return on Investment by focusing on specific keywords and phrases, which demonstrate results and avoid those that do not lead to a particular goal.

PPC Methodology

Step 1: Set Up

• account is created
• keywords are selected
• conversion tracking code is installed in the website

Step 2: Campaign Creation

• campaigns are separated according to keywords
• targeted ad content is written for each keyword

Step 3: Refine Campaign

• continued testing for ad copy – recycling for optimal copy
• reduction of cost per click
• improve quality score

Please let us know how we can assist you grow your online presence. Contact UWS.