Adsense
- Achieving The Best Results
Pay-Per-Click Advertising
(PPC)
Continued
Websites
that make use of PPC ads will display an
advertisement when a keyword query coincides with one on an
advertiser's keyword
list, or when a content site displays corresponding content. These
advertisements will be termed sponsored links or sponsored ads. It is
usual for
them to appear on search engine results pages either next to or just
above the
organic results (which are
lists on
search engine results pages that can be viewed as a result of their
relevance
to the search terms, instead of their being adverts. Alternatively,
non-organic
search results may include pay per click advertising).
Although there
are many operators who offer PPC, the most noteworthy networks are:
Google AdWords - It provides pay-per-click
advertising, and site-targeted advertising for
text as well as banner ads
Yahoo! Search Marketing –
This is a keyword-linked
pay per click or Sponsored
search Internet advertising product
Microsoft adCenter - Microsoft was the last of the
major search engines (Microsoft, Google and
Yahoo!) to produce an in-house system for offering pay per click ads.
Each of these
networks operates on the basis of a bid system. On the other hand, cost
per
click (CPC) varies somewhat and is dependent on the particular search
engine
and the extent of the competition for a specific keyword.
Click fraud is a form
of Internet crime inherent in pay per click online advertising when an
individual,
pre-written script or computer programme falsely represents a bona-fide
user by
clicking on an ad with the intention of producing a charge per click
without
there being any form of interest in the subject of the ad's link.
Unfortunately,
the PPC advertising model is susceptible to this form of
abuse even
though Google and other networks have set in place automated systems to
minimise such practices by competitors or corrupt web developers.
Evaluating Cost Per Click
Cost
per click is calculated in one of two ways, viz.
flat-rate and bid-based. In either case, it is necessary for the
advertiser to
ascertain the potential value of a click from a specified source. This
is based
very much on: (1) the type of individual that the advertiser hopes to
receive
as a visitor to his website, and (2) what the advertiser expects to
gain from
the visit, in terms of revenue, not only in the short-term, but
long-term as
well.
As
is the case with other forms of advertising, the target
audience is the key. The factors to be considered in this respect
include:
The target’s interests –
This is often characterised by the
search term they have entered into the search engine, or the content of
the
page they are browsing
The target’s intention –
This may be defined simply as …..
to purchase or not to purchase ….
The target’s location - Geo targeting is the means of establishing the
geolocation
(actual location) of a website visitor and offering alternative content
to that
visitor based on their location
The moment –
Literally, the day and time that they are browsing
Adsense
– How To Succeed
Peter
Radford writes
Articles with Websites on a wide range of subjects. Adsense
Articles cover History, Versions, How It Works,
Income.
HisWebsite
contains
over 70 Adsense Articles.
View
his Website
at: adsense-how-to-succeed.com
This Article may be republished
so long as the
Resource Box and entire contents remain in tact.
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