Pay per advertisements (or PPC ads) are Internet based, online advertising campaigns where the PPC ads with the highest bids are placed in a prominent location on a content related website or, more commonly with search engines, displayed at the top of the organic search results as “sponsored” or “paid” listings.

PPC advertising does not involve long design processes or waiting periods and can be implemented instantly.

These advertisements show up at the top of the page or next to the organic listing results, which are displayed for the searcher after a search query. These campaigns include monitoring programs that make post click tracking easy.

Value for the Money

Large and small companies can make use of PPC engines and it is often used to test the consumer’s reaction to a new product or service.

One of the great benefits of PPC is that it is so easily measurable, making an accurate return on investment calculation simple. The return on investment (ROI) of these campaigns is usually great as the targeted audience can easily convert to sales.

Because the cost of PPC advertising is not fixed it was traditionally considered risky and very expensive. Modern PPC engines bridged this problem by offering the option to set budget limits. You can easily and almost instantly change these limits should your budget change and thus have complete control of how much is spent.

Traditional forms of advertising have a fixed cost regardless of how many potential customers look at it.
With PPC advertising you only pay for the amount of people that actually click on the advertisement.
With many web-based companies their sales are directly related to the traffic they receive on the website. These types of companies benefit greatly from PPC engines and campaigns can dramatically increase profits.

How the Internet User Benefits

Internet users will only receive PPC advertisements that include the keywords that they searched for. The Internet users get an accurate search result as the ads are delivered immediately and show up either beside or above the organic search results.

Many of the PPC ads are from smaller companies as well since PPC advertising tends to put everyone on an equal footing. As long as the advertiser can sustain the PPC advertising budget, it really doesn’t matter how large or small the company is.

By clicking on a advertisement the user is directed to the website where they are most likely to find what they were searching for. PPC advertisements are subtler than flashy banner adverts that may annoy potential customers.

How Your Company Can Benefit

Making use of PPC search engines is considered to be much more effective than banner advertising as PPC search engines tend to deliver more traffic to your website and increase brand awareness.

Because the audience receiving these ads searched the very keywords your ads are built around, they are a more targeted audience and you are more likely to receive a better conversion rate.

Advertisements are easily modified and changes are instantly applied giving you the opportunity to immediately adapt and respond to a changing market.

PPC engines often have post click tracking programs with real-time data that can monitor and analyze the performance of your different campaigns by adding tracking codes to a website.

Post click tracking makes it easy to identify poor performing keywords and modify them to include more effective keywords, putting you in complete control of your PPC advertising campaign.