Pay Per Click (PPC) Advertising

     Pay Per Click (PPC) is an advertising method used within search engine result pages, personal websites, blogs, news sources and many other online documents for advertisers to promote their products or services.

     The fees associated with these PPC ads will vary according to competition and preference of ad placement. Most PPC advertisers seek out the top of the search results placement without having to worry about search engine optimization. These top positions receive the most clicks within the paid ad area of the search results.

     PPC advertisers will want to pay for keywords and keyword phrases that are relevant to their target audience. When one PPC advertiser wants the top position for their ad, they must be willing to pay a premium price for this location. The problem is that when one advertiser bumps down another advertiser, a bidding war can begin, thus driving the ad placement price even higher.

     For example:  As of September 1, 2009, a PPC advertiser who owns a dental office in Chicago might want their Pay Per Click ads to appear when a user searches for “Chicago Cosmetic Dentist”. This keyword phrase is currently going to cost $19.27 every time it is clicked on.

     If you think that’s expensive, our local research tells us that “Chicago Cosmetic Dentist” is searched an average of 880-1000 times every month. If this Chicago dentist only wanted half of that traffic to their website, they would need to budget more than $8,000 each month for just one keyword phrase.

     The dentist may or may not receive quality visitors to their website and the dentist may or may not recover their advertising costs, but one thing will never change – The dentist’s website will not move up to the free, natural rankings found immediately below the advertisers.

     The natural rankings, or “organic” rankings, do not cost anything once clicked on. These top organic rankings are the most coveted areas of a search result. Read more about Organic Rankings

Continue reading about "What is Search Engine Optimization and Internet Marketing?"

Request your FREE Consultation!