| The
pay-per-click
model
is
the
reason
why
search
engine
advertising
is
so
successful.
PPC(pay-per-click)
offers
the
following
advantages
over
most
other
forms
of
advertising: |
| Advertisers
can
start
with
a
minimal
investment.
You
only
pay
when
someone
clicks
on
your
ad
and
visits
your
site,
so
there
is
less
waste
than
with
CPM
campaigns,
and
you
have
absolute
control
over
cost/visitor. |
Flexible
|
| No
long-term
contracts
or
commitments.
You
can
change
your
bids
nearly
instantaneously
and
can
increase,
decrease,
or
stop
your
spending
at
any
time.
Keywords
are
easily
added
and
deleted,
and
listings
(ads)
modified.
|
Immediate
Results
|
| Unlike
search
engine
optimization
efforts,
which
can
take
months
to
deliver
notable
improvements,
paid
advertising
can
deliver
top
placement
and
Web
site
visitors
immediately.
|
Easy
and
fast
to
implement
|
| A
simple
Google
Ad
Words
campaign
can
be
up
and
running
in
five
minutes.
Even
large
pay-per-click
campaigns
running
across
many
search
sites
take
only
a
few
days
to
launch.
|
Can
accomodate
Any
Budget
|
| If
your
goal
is
to
minimize
cost,
this
can
be
accomplished
by
selecting
keywords
that
are
less
popular
and
less
expensive
(but
still
relevant
to
your
business),
and
by
running
your
campaign
with
the
lower
cost
ad
providers.
If,
however,
your
goal
is
to
maximize
visibility,
position
and
visitors
(and
your
budget
accommodates
this),
this
can
be
accomplished
by
selecting
the
most
popular
terms
and
bidding
for
a
top
position
with
the
top
providers.
|
Fast
Campaign
Optimization
|
Advertisers
start
measuring
results
immediately
after
a
campaign
is
launched.
Based
on
this
data,
various
campaign
elements
are
modified
and
results
are
measured
again.
This
cycle
takes
days
with
keyword
advertising,
versus
three
to
six
weeks
with
optimization.
|
| Measurable
Pay-Per-Click
Campaigns |
you
are
able
to
track
exactly
how
many
people
visited
your
site
as
a
direct
result
of
a
specific
ad,
for
a
specific
keyword,
on
a
specific
search
site,
and
you
know
exactly
what
you
paid
to
get
them
there!
Hopefully,
you
also
know
what
actions
search
visitors
took
on
your
site
after
they
arrived.
This
allows
you
to
quickly
determine
which
sites,
keywords
and
ads
are
delivering
the
best
value
for
your
money.
|
| Ability
to
control
costs |
| Precise
tracking
allows
you
to
optimize
your
campaign
around
the
most
effective
sites,
words
and
listings,
thus
controlling
cost/visitor.
Based
on
your
site
conversion
rate,
you
can
predict
and
ultimately
limit
your
online
customer
acquisition
cost,
as
well
as
customer
visits.
|
| |
Search
advertising
delivers
best
ROI
for
online
advertising
methods.
Respondents
who
track
performance
say
that
they
received
the
highest
return
on
investment
(ROI)
from
pay
for
placement
search. |
|
Source:
Jupiter
Media
Metrix,
Paid
Search
Engine
Placement
Study
&
Online
Advertising
Effectiveness
Study,
July
2001
Search
listings
are
better
than
banners
at
driving
brand
awareness
&
purchase.
Search
listings
drive
the
highest
awareness
for
a
site.
Consumers
are
five
times
more
likely
to
purchase
products
after
seeing
search
listings
versus
banners.
|
|
| |
| |
|
| |
| Source:
A
study
conducted
in
January
2001
by
NPD
Group,
a
research
group
specializing
in
consumer
purchasing
and
behavior. |
