Pay Per Click Management (PPC)
How Search Engine Marketing Works
Each type of listing — organic and paid — has a type of a marketing approach associated it.
Search engine optimization
Search engine optimization SEO involves a building new websites, or changing existing websites, so
theywill rank highly in a search engine’s organic listings when users search on terms that are
related to the site’s content.
Search engine marketing
Search engine marketing (SEM) is the process of promoting and marketing a websites through a paid
listing advertisements on the search engines.
In order to create an ad for the given search engine, you need to create a account with the
advertising products and branch of the search engine. For the Google this product is AdWords. After
creating a account, you then creates your ad and enter the list of user search queries called
keywords that will trigger your ad to be shown.
Ads on most search engines operate on a pay-per-click PPC model meaning is that you pay only
when a user clicks your ads and not for a ad impression the instance in which the ads will appears on
the page. The other common pricing model in online advertising is cost per thousand impressions
CPM is in which you pay per impression not for a click on your ads.
Sites owner often choose to advertise their sites instead of or in addition to optimizing the site
for placement in the organic search results. Although it’s necessary to pay for a click on your ad
receives advertising allows you to be proactive about where and where a listings for your sites
appear. Creating an AdWords account take minutes and ads can run almost immediately in the
response to keywords that you choose.
How Online Advertising Works
Although SEM refer to placing ads just on a search engines, online advertising as a whole is the much
broader. The possibilities of the online advertising includes placing ads on the nearly any type of websites or a
page user might browses such as reviews, online magazines, news, entertainment, blogs and
marketplaces. In AdWords these are other sites make up the Google Contents Network.
Ads on a Google Content Network can be in the number of formats, such as basic text ads,
graphical image ads in the variety of audio streams, sizes, or interactive and video ads. You can also
choose many different targeting options for your ads whether defining the users devices a computer or a mobile phone you’d like your ad to show on, or specifying the user’s location,
language, or demographic.
Online advertising offer so many options that it is useful to define your advertising goal before the
beginnings. This can help you determine where to place ads content pages, search engines, or
both and what format of ads to place and also helps to guide your budgeting decision.
Direct Response vs Branding in Online Advertising
Online advertising goals generally fall into one of the two categories: direct response and branding.
If your goal is direct responses you did like the user to perform a action after clicking through your ad
to your website made a purchase sign up to a newsletter, or request a quote for the instance. The
completion of your desired action by a user is called a conversion.
To manage the online advertising strategy and costs, it’s useful to define a cost per acquisition
CPA that you did like to achieve per conversion. You will then be able to monitor a performance of
your ads to ensure that they’re meeting your CPA goals.
If your advertising goals is branding with your main reason for advertising online is to raise awareness
and visibility of your service, product, or cause. To achieve this, you did wanted to aim to place your
ads in the front of as many people as possible with your target audiences.
Although just about anyone could us e online advertising for any reason, here are some of the best
An online retailer without the physical store location:
Uses online advertising to drive traffic to your website. Show ads both in response to the relevant
keywords on search engines and on the content webpages that your target customers would be likely
A small business that cannot afford expensive, traditional advertising method:
Uses online advertising to narrowly target your ads to the particular audience and to closely control
the costs and track your return on investment ROI.
A large business that would like to build brand awareness:
Show image ads or multimedia ads on content webpages that your target audience is likely to spend time on.
Thanks for reading…