Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings
What is Pay Per Click PPC?
Pay Per Click PPC is an internet advertising model implemented to bring traffic directly to your website. Essentially, its main purpose is to bring more visitors to your website each time a visitor clicks on your ad from another website.
Why is Pay Per Click PPC Needed?
With the growing trend of people using the internet as a source for information, shopping, and advertising, more and more companies are beginning to rely on internet search engines to be recognized.
Who needs Pay Per Click PPC?
Anyone and everyone who operates an online business and looking to expand their customer base or gain more exposure.
How Does Pay Per Click PPC Work?
As the advertiser, you must ask yourself three questions when considering PPC to gain exposure.
- Who are you trying to target?
- Always keep the audience in mind.
- Understand the keywords your audience tend to use when searching.
- What are you hoping to achieve?
- Know what you want your audience to see when they click on your ad text.
- Maximize repeat visitors and organic growth by keeping your landing page simple and relevant
- How will you measure success?
- Ensure you have proper tools implemented into your website to analyze traffic and potential trends. Example: Google Analytics
Pay Per Click PPC works by you (the advertiser) paying a fee to the publisher (website owner such as Google AdWords, Bing Ads) to gain exposure and recognition.
Depending on the advertiser’s preference, PPC can be accomplished by selecting one of the two models.
1. Flat-rate PPC
The advertiser and publisher agree on a fixed cost prior to implementing the PPC.
2. Bid-based PPC
The advertiser would compete with other advertisers in an auction hosted by the publisher for ad placement. The winner of the auction will have preference for ad placements and keyword results.