Summary of PPC Advertising
PPC advertising usually refers to the advertising system offered by search engines in which an advertiser pays for each click on his advert. Online comparison engines also run on a PPC basis, where advertisers provide a product feed for listings.
PPC advertising is keyword based. On search engines, the CPC is determined by an auction, known as a Generalised Second Price auction.
Search targeted advertising refers to PPC adverts displayed on the SERPs. These are listed above and alongside the organic search results, and are marked as Sponsored.
Content targeting refers to PPC adverts being displayed on content pages, such as blogs and other web sites.
The success of an advert may be determined by its CTR, but the success of a campaign will be determined by its conversion rate.
Click-through rate = clicks / impressions %
Conversion rate = conversions / clicks %
Elements for a successful campaign :
- Research your industry
- Define your goals
- Allocate budgets and target CPAs
- Keyword research
- Relevant adcopy with clear call to action
- Bidding so as to maximise ROI
- Measure, analyse, test, optimise!
