Pay Per Click and Pay Per Impression
Pay Per Click (PPC) and Pay Per Impression (PPI) advertising is big business for the search engines, and for many web site owners who allow PPC and PPI advertising services to show ads on their web sites.
The most recognisable PPC advertising service is Google Adwords. Google generate a huge amount of revenue from this advertising channel. Google are not alone in monetising the traffic they gain from us all using them to search for things on the web. Yahoo and Bing run similar services to Adwords, as do a host of other players.
Search Engine Marketing
PPC and PPI fall under the general term of Search Engine Marketing (SEM), which is not to be confused with Search Engine Optimisation (SEO). SEM is about paying to have an ad shown to promote your web site, but only for specific search terms. SEM is a key Internet Marketing discipline.
Having an ad for your site seen on prime search engine pages can give exceptional returns for your marketing investment. In fact we firmly believe advertising online is investing in success because unlike so many traditional advertising channels online allows detailed monitoring of a campaigns performance. This means it's much easier to terminate poorly performing campaigns before they use up your valuable budget. At the same time it also allows you to give more focus to campaigns that are working well. In contrast, placing an ad in newspaper can prove a costly mistake.
Pay Per Click | Benefits and Pitfalls
PPC works like this. You decide what search terms you want to have ads shown for. You decide what you want to pay every time someone clicks on your ads. You only pay when someone has clicked on your ad. Sounds great so far.
What you have to get right is the selection of the search phrases you want to pay for and the writing of the ads. If you don't you may get no benefit from your campaign. Your campaign may cost you more than you expected.
We help clients get maximum return from their PPC campaigns. We do this by researching the best terms and setting the right costs per click. We create and test ads to measure the best for clicks and the best for conversion.
Pay Per Impression | The Difference
With PPI you pay a set amount each time your ad is shown, typically per thousand times it's seen. The cost per impression is lower than you would pay per click but ultimately the end outcome is the same, you will be paying to have your ads seen and for the traffic you gain.
Like PPC care must be exercised if good returns are to be achieved.
PPI is, in our opinion, an under utilised form of online advertising. It can be extremely effective if you know where to have your ads seen. Unlike PPC your ads don't appear on Search Engine Result Pages (SERP). Your ads will be seen on other web site pages and this is why PPI is a very useful advertising tool.
If you could avoid paying to advertise your business you would, but you know you have to do some level of marketing. Pay Per Click and Pay Per Impression are simply fantastic tools for the simple reason that you have an unprecedented level of control over what, when and where you spend your precious advertising budget.
Contact us today to discover how cost effective a campaign run by us for you can be.
We set up and run Search Marketing campaigns for small and medium sized businesses within and beyond our web design operational area of Liverpool, Wirral and Chester.