posted on 15 January 2012 | posted in Uncategorised
An internet banner is a shotgun approach to advertising. The banner usually contains a catchphrase, a logo and maybe an animated photo for a product being sold. Advertisers then pay websites to host these banners and pay either when an internet surfer clicks on on the banner or when a predetermined amount of unique visitors view the website. The ad that is usually displayed, is not always tailored to the websites content, or even the webpage content that is being displayed. This is a shotgun approach, because the audience being targeted is massive and is not very specific. This is where, Pay Per Click, (PPC) comes into the picture. PPC is a very targeted and a very specific way for advertisers to reach the desired, individual user.
PPC is pretty simple adcenter management. When a user clicks on a PPC link, the advertising agency will pay the website, or search engine, that the ad is displayed a range from one pennies to several dollars. The price of the PPC depends and varies greatly on many variable factors. Some of these factors are: common words, popular search terms, highly desired words, bidding, etc. PPC offers a direct way to advertise a product and a simple way to get paid for the website or search engine hosting the banner. Most, if not all PPC banners are text based and advertise on a search engine or a webpage with specific terms that are found within that PPC banner. Search engines, like Google, sell keywords and phrases to advertiser for their PPC text based banners. Once the advertiser bids and buys a particular keyword, they are then required to pay a fee for all of the clicks that a user makes on that particular PPC ad banner. This allows advertisers to target particular search terms and custom tailer their banners to the each user's search terms.
In the short run, a PPC ad campaign may cost the advertiser more money up front. But the results from the very targeted campaign will yield a higher quality click. This kind of advertising leads to better results for both, the end user and the advertiser.