Pay-Per-Click marketing (PPC), also known as Cost-Per-Click marketing (CPC), directly drives internet users to a website who have chosen to click on an associated online advertisement. It is a modern and highly trackable form of direct online advertising suitable for all types of online marketing purposes.
Pay-per-click marketing is named so because advertisers literally pay per click for internet traffic delivered to a specific URL. It provides a wide spectrum of tools for online advertising, such as:
- text-based link ads,
- display advertisements,
- rich media,
- video advertising,
- just to name a few.
PPC advertisements are displayed on search engine result pages (SERP) and display network websites in the form of banners or text ads.
Online advertisement placing
Another popular advertisement placing option available through pay-per-click marketing platforms is instead of an online advertiser paying per click, the advertiser chooses to pay per thousand impressions instead, called Pay-Per-Thousand Impressions (PPM).
It is commonly used for branding efforts or marketing campaigns where the number of clicks, leads or sales is unimportant or less important and the end-goal is to create brand or product awareness.
Industry professionals commonly refer to PPC as Search-Engine-Marketing (SEM). However, there is a difference between PPC and SEM.
SEM includes PPC account optimization, marketing, testing, tracking and much more. While PPC marketing is much narrower in that the focus is on specific advertising platforms, such as Google AdWords and MSN Bing.
Today, both SEM and PPC have revolutionized the ability of advertisers to target highly qualified internet traffic with their marketing messages, but it is SEM that really takes the prize!
An advanced SEM strategy takes pay-per-click marketing efforts to the next level and maximizes returns on investment (ROI).
Search Marketing Services
Advanced tools in the SEM tool box include:
- landing pages,
- remarketing strategies,
- increased calls-to-action,
- site usability,
- account optimization for efficiency,
- keyword selection strategy,
- advanced ad copy writing practices,
- advanced tracking technologies, and
- much more.
Our online marketing strategists at CHEGO work with clients to make the most of their online marketing budgets, either in a full service role or as internet consultants approach that allows site owners to select specific pay-per-click marketing services as needed.