Pay-Per-Click (PPC) Advertising FAQ
1) What is PPC advertising?
2) What's the difference between Pay Per Click and Organic Search Engine Optimization?
3) What are the three major pay per click services?
4) What are some other pay per click engines?
5) Does it pay to be #1?
6) Are results measurable?
7) How do I choose keywords?
8) What is a Landing Page?
9) Do I need a Landing Page?
10) What is the Google Content Network?
11) What is the Yahoo Content Network?
12) Can you set budgets?
13) What is the Google Quality Score?
14) Is there a minimum amount I have to pay per click?
15) What is Site Match Advertising?
16) How do I get better results from my PPC campaigns?
17) Would outside PPC Management and Optimization services benefit me?
1) What is PPC advertising?
PPC, or Pay Per Click advertising, is a service provided by Search Engines allowing you to design an ad and bid for placement to the right, bottom, or side of the natural Search Engine results. You are only charged when your ad is clicked on.
2) What's the difference between Pay Per Click and Organic Search Engine Optimization?
Pay Per Click are paid ads. Organic Search Engine Optimization strives to generate top natural search positions where the majority of searchers click. Natural SEO gains positions from content and links.
3) What are the three major pay per click services?
4) What are some other pay per click engines?
5) Does it pay to be #1?
Not necessarily. Sometimes having the number one position brings in a lot of window shoppers but no results. If you are measuring your results you should be able to tell which positions are performing better for you. Maybe positions 3 or 4 would better suit your campaign.
6) Are results measurable?
All three of the major PPC engines offer conversion tracking along with a plethora of other reporting features. E-Power Marketing also recommends using 3rd party reporting software as well.
7) How do I choose keywords?
Several paid services such as Wordtracker and NicheBot allow for keyword research. There are also several free tools that will aid in keyword selection including the Yahoo Keyword Selector Tool and the in-house traffic estimator at Google. Finding the right keywords is probably the most important step of any PPC program.
8) What is a Landing Page?
A Landing Page is a specific Web page designed as the user destination after clicking on your Pay Per Click ad.
9) Do I need a Landing Page?
A well designed Landing Page will continue from where the ad left off and will lead to better ROI.
10) What is the Google Content Network?
The Google Content Network is made up of thousands of sites ranging from the New York Times to small sites that exist only to display Google AdWords. The Content Network usually offers a lower ROI than the Search Network.
11) What is the Yahoo Content Network?
The Yahoo Content Network is also made up of thousands sites ranging from CNN to small sites that exist only to display and share revenue from Yahoo Search Marketing Ads. The Content Network usually offers a lower ROI than the Search Network.
12) Can you set budgets?
All three major PPC engines allow you to set budgets. You can set daily budgets, budgets at the campaign or AdGroup level, or you can set an account wide budget. Currently on the Google AdWords, Yahoo Search Marketing and MSN AdCenter there is no minimum budget.
13) What is the Google Quality Score?
It is the basis for measuring the relevance and quality of your Pay Per Click ads. It determines your minimum bid.
Quality Score = (click through rate) x (text ad relevance) x (keyword relevance) x (Landing Page)
If you optimize your ad response, you will boost your Quality Score and achieve a higher ad position at a lower cost than your competitor.
14) Is there a minimum amount I have to pay per click?
Google Minimum Bid = $0.01
Yahoo Search Marketing Minimum Bid = $0.10
MSN AdCenter = $0.05
15) What is Site Match Advertising?
Site Match Advertising is CPM (cost per thousand) advertising option under Google AdWords. This allows you to pick a site where you want to advertise on and set a CPM bid of $0.25 or higher. You are charged for every thousand impressions (every time your ad appears).
16) How do I get better results from my PPC campaigns?
There is no simple or standard approach as all campaigns are different. However here are some questions to ask yourself.
- Are you targeting the right key phrases?
- Are you targeting the right regions?
- Do you have compelling ad copy?
- Do you have a well designed Landing Page?
17) Would outside PPC Management and Optimization services benefit me?
PPC Management and Optimization can help improve your ROI. If you are lost in the lingo, don't have the time, or are not seeing the results you hoped for, then consult a Pay Per Click management firm to help deliver better ROI.
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