Pay-Per-Click (PPC) Management Campaigns

August 16, 2011
Topic: Blog

Pay Per Click Management (PPC) campaigns from Top Marketing Agency allow your company to purchase superior positioning in online search results through bidding on relevant keywords and phrases or buying ads within relevant websites.

Search Engine PPC

Advertisers select words that trigger a search result for their “sponsored links.” They appear on the right side of the search results screen or above the organic results. A maximum of 12 sponsored links are returned for each search.

Click Through Rates (CTR)

CTR is the number of times a link is clicked through to the sponsored website. Google maintains that the CTR for the first sponsored link in a search is ≈ 8%; meaning that about 8 of every 100 searches will click through to the advertiser’s website. That CTR drops to ≈ 5% for the second place result and ≈ 2.5% for the third.

Price for Clicks

Search engine companies have established bidding systems to determine the Cost-Per-Click (CPC) for a given keyword or keyword phrase related to an advertiser’s desired position in search results. Multiple parameters are considered when determining the value of a click including competitor’s bids and the quality score for all ads related to a given searched keyword.

An advertisement’s quality score is determined by:

  • historical data for CTRs
  • relevance of advertisement’s text and keywords
  • advertiser’s account history
  • other factors determined by Google
This score is calculated and used to determine the minimum value of a keyword. The exact logarithm used to determine the minimum bid is proprietary but this calculation considers the landing page’s quality regarding:
  • relevancy
  • originality
  • navigability
  • business transparency
Understanding the Process

PPC advertising can net an amazing return on investment. Launch a PPC Management program with Top Marketing Agency. For more information, contact us at 888-843-9840.

 

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