| Conversions are your true determinant of | | | | with the simple method of placing sponsored |
| success, as far as PPC Advertising is | | | | links on SERPs. Here, your ad will be |
| concerned. Even though you might be able to | | | | displayed when a user searches for the |
| generate immense traffic for your website, | | | | particular keyword that you are catering to. |
| you will be at a huge loss if you are unable | | | | |
| to convert them into sales. This is mainly | | | | 3) Cost Per Impression - Advertisers pay a |
| because this form of advertising works on the | | | | predetermined amount for per thousand |
| principle of 'cost for every click' - you pay | | | | impressions. Also known as CPM, this Pay Per |
| for every visitor that clicks on your ad; and | | | | Click Advertising model is popular with |
| not earning sales will land you in trouble. | | | | products that command huge respect and |
| | | | 'impression' rates in the online marketplace. |
| PPC works on a variety of advertising models, | | | | |
| and you need to choose the one that is best | | | | 4) Flat Rate - Search engines get a fixed |
| suited to your business. The following are | | | | amount of money for running the whole |
| some of the most popular models followed in | | | | campaign on their sites. Advertisers pay a |
| this field: | | | | standard fee - which can be as meagre as $1 |
| | | | every month - to keep their campaign going, |
| 1) Cost Per Click - It literally means an | | | | irrespective of the number of clicks |
| advertiser pays the search engine for every | | | | generated. |
| click generated through the latter. The | | | | |
| amount of commission is a predetermined | | | | 5) Pay Per Call - This model is relatively |
| amount bid by the advertiser himself in lieu | | | | new and quite suitable to all sorts of |
| of getting his ad positioned on a search | | | | marketers. Here, the advertiser needs to make |
| engine result page. The minimum amount of bid | | | | payment only when a visitor actually takes |
| usually is $0.01, whereas the maximum can | | | | the first step towards a prospective sale by |
| even go up to $10 and more. Most search | | | | calling him up. Although this might reduce |
| engines also charge advertisers for opening | | | | the earnings of search engines, it will |
| an ad account with them. | | | | definitely improve the conversion rates of |
| | | | business owners' websites. |
| 2) Push Versus Pull - Known as Contextual | | | | |
| Advertising versus Search Advertising, this | | | | Almost all popular search engines offer the |
| model works on 'pushing' ads on third-party | | | | choice of the aforementioned Pay Per Click |
| sites, and 'pulling' users through sponsored | | | | Campaigns for advertising purposes. Devote |
| ad links. The former is a process wherein | | | | considerable amount of time on your budgeting |
| advertisements are randomly placed on web | | | | before finalising one for your online |
| pages that have relevant content to what is | | | | marketing plans. |
| stated in the ad copy. And, the latter deals | | | | |