The concept of advertisement on the Internet through the PPC model was first conceived by Mr. Jeffrey Brewer in the year 1998. Later this search engine mechanism based on PPC was started by other service providers also.
Meaning of PPC:
This is a mode of payment for advertisements made on the Internet wherein the advertisers pay the hosts or service providers based on the number of visitors to their advertisement. The number of visitors is determined by the number of clicks made on the advertisement. Basically, this is a search engine technique. The more the search, the more prominent position the company gains in terms of advertisement.
Purpose:
The main intention of every advertisement is to draw the attention of more viewers or possible buyers. At the same time, the effectiveness of the advertisement has to be properly evaluated from time to time. Whether the targeted viewers have been contacted and the reactions from these viewers will have to be assessed. This could be achieved when the advertisement is rolled through some of the renowned service providers. By advertising through these service providers, the advertiser can ensure more traffic for his web. It is here that the need for PPC arises, because each time a person visits the site, the service provider will have to be paid on the basis of clicks made for his advertisement.
How to decide the 'click rate'?
Click rate is based on two models viz. flat rate and bid rate. In either case, the value is determined by the category of persons
the advertiser is trying to reach (target Internet), the place where it is generally viewed (geo targeting), and the purpose of advertisement (intent). Insofar as advertisers are concerned, they bid on the keyword phrases basis and the target of their advertisement. In the flat rate model, the rate per click is fixed as per the rate card of the service provider. But, this rate card speaks of the minimum rate and if the advertiser wants better visibility, he may have to pay more. On the other hand, the bid pattern is based on the bid placed by the advertiser.
How to make the viewing popular?
Use proper search phrases: Do not stick to one particular phrase. The search should be based on the product; the name of the product and product code. The FAQ should be carefully laid out with crisp and clear answers.
Be specific: If the advertisement is linked to the online store, then it is appropriate that the person who has visited the site is directly connected to the product that he has clicked. That will encourage the prospective buyer to stay online and the click may result in a purchase.
Evaluate the results: This is a very important part of business. Evaluate the results of the clicking. Many of the service providers have a mechanism for evaluation; use that mechanism. Without proper evaluation, the very purpose of the advertisement may be defeated. The amount payable for the clicks should be commensurate with the sales and the number of people who visited the site.
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