At Capture Online Marketing Solutions we provide a complete suit of Pay Per Click services. While the internet has greatly surpasses the yellow book and yellow pages as consumers first choice when looking for, and researching new products and services, now more than ever it is critical for your business to be seen online.
The yellow pages provided for a condensed alphabetized listing of business in which a high premium was placed on larger ad space. Today the internet isn't alphabetized nor is your space limited. In the past it was cute to name your business AAA so it would show up first, Today you can never guarantee where you will show up. With so many competing search engines the only way to ensure your business gets seen first is employing an effective Pay Per Click advertising program.
Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
Cost per click (CPC) is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website.
Websites utilizing Pay Per Click advertisements display an ads when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. These advertisements are called sponsored links, and appear next to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.
Although many pay per click providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model. Cost per click (CPC) varies depending on the search engine and the level of competition for a particular keyword. Determining which keywords to purchase, and the time to employ the keywords is critical in determining the success of any business' keyword campaign.
Determining Cost Per Click
There are two primary models for determining cost per click: Flat Rate & Bid Based Pay Per Click, in both cases the advertiser must consider the potential return on investment of a click from a given source. This value is based on the type of prospect the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser can gain from that visit. In most cases advertisers are seeking revenue, both in the short and long term, but this is not always the case. Targeting is critical in determining which keywords should be employed in every pay per click campaign. Targeting should include the prospects interest, intent, location, and the time the prospect is browsing the internet just to name a few.
- Flat-rate Pay Per Click Advertising
In the flat-rate pay per click, the advertiser agrees to pay a fixed amount that will be paid for each click. In some cases the site will have a rate card that lists the cost per click within different areas of the website or network. Quite often lower rates can be negotiated, especially when committing to a long-term or high-value contract.
The flat-rate model is common to comparison shopping engines, which publish rate cards. However, these rates are sometimes minimal, and advertisers can pay more for greater visibility. These sites are usually organized into product or service categories, allowing advertisers to target more effectively. In many cases, the entire core content of these sites is paid ads.
2. Bid-based Pay Per Click Advertising
In the bid-based model the advertiser competes against other advertisers or competitors. Each advertiser bids on the maximum amount he or she is willing to pay for a given ad spot or keyword. The auction plays out in an automated fashion every time a visitor triggers the ad spot.
When the ad spot is part of a search engine results page, the automated auction begins whenever a search for the keyword that is being bid upon occurs. All bids for the keyword that target the searcher's geo-location, the day and time of the search, etc. are then compared and the winner determined. When there are multiple ad spots, a common occurrence on search engine result pages, there can be multiple winners whose positions on the page are influenced by the amount each has bid. The ad with the highest bid generally shows up first, though additional factors such as ad quality and relevance will come into play.
At Capture our pay per click advertising goes beyond traditional bid management, and extensive keyword portfolio strategies. We analyze your core customer's search and buying behavior. Working with you to identify the most likely candidates to purchase your goods or services online. Capture then leverages our expertise across industries to develop a search marketing campaign that will exceed your desired results giving you the best return on investment possible.
Our online marketing strategy incorporates both your businesses and your competitors market intelligence, and is able to expose weaknesses. By learning what what works and what does not we are able to provide you with the best return on your investment, and help you find opportunities for building more business while improving the results of your pay per click advertising investment.
- Pay per click marketing strategy consultation
- Competitive keyword research, discovery, development
- Ad copy creation
- Landing page and creative web design supporting ad campaigns
- Pay per click bid management solution and keyword management
- Ad copy and landing page analytics
- Custom monthly campaign reporting