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