Traffic Generation Ideas: Pay-per-Click (PPC) Advertising Campaigns

What is Pay-per-Click Advertising?

Advertising through the PPC method allows you as a business owner to place ads with keyword

usage within search engine result pages, of course, for a price. The goal of PPC is to help

website business owners attract targeted customers. Target customers are those that are

already looking for your product offerings or the similar; this helps you by putting your ads and

business in front of those who are most likely potential buyers. The goal of PPC methods of

advertising is to provide you, the site owner, to control your budget while still gaining

maximum site exposure.

Understand, you do not pay for the placement of your ad; instead, you pay once a potential

customer clicks on your ad and goes onto your website. The amount you pay for that customer

has already been agreed to through a bidding system. It is imperative to your site’s success to

appreciate that you are paying each and every time your link is hit and your landing page is

accessed – remember your budget!

When first starting out with your PPC campaign you must keep an eye on your budget and be

prepared to spend a bit more during your first few weeks while you learn the system. Once you

have your funds ready, it is time to determine your keywords. Make sure you properly research

not only the best keywords or keyword phrases, but also the value of those words in terms of

competition. Move onto creating your ad and creating an account and before you know it, you

will have plenty of data to help you steer your efforts.

Often times, third-party companies allow for ads from search engines to be placed on their site;

these are often referred to as a content network property. This is a benefit for all involved;

especially considering it is not often in life you get a situation is win-win-win. See, the third-

party gets a portion of the revenue paid by you the advertiser. In fact, they can earn upwards

of eighty percent. Consider when you have searched for an item or information on the web

and landed on a website full of information; remember the ads that are on the page? These

ads usually have something in common and complementary with the item or information you


It is not uncommon for consumers to ignore the ads on the content network and this place is

not nearly as valued as listing high on the search engine results page. When your ads appear on

a content network property, do not be concerned – your ad is still being seen! In fact, your ad

is being displayed and seen along side similar or complementary information to your product.

Now, there may not be a high click through rate, but these searchers will most likely resemble

your target audience and therefore, resemble your customers.

What are the types of Pay-pay-Click?

There are mainly two different types of PPC, flat rate and bid-based.


Flat rate is an excellent option, especially if you are selling products at great prices. This is often

the option selected by those who have a need to show-up in the comparison shopping results

page. On these types of search engines, customers are highly targeted along with the choice of

product with minimal rates.

Remember, you can always pay more for higher ranking, but you may find you do not need to

after gathering some baseline data for comparison. Question if paying more will actually gain

you any more attention than the current or if changing your ad would prove wiser.

If you decide that you want to change your ad or even pay more for a higher level of exposure,

check to see if that site uses rate cards. Rate cards have a fixed amount due per click but are

according to the possible areas available as advertising space. Now, do not assume you are

restricted to those prices only; no, you can negotiate if you are offering the search engine

owners a long-term and valuable contract.


Bid-based provides you the buyer lots of opportunity to control your budget; this type of PPC is

like an auction for advertisers. Each PPC client informs the networks how much they are willing

to pay to rank higher on the search engine results page – you set the maximum amount you are

willing to pay and compete against other advertisers. The competition is conducted as an

auction and each advertiser bids for the spot and you dropout when the bid has become too

high for your budget. Often there are several spots open and this is often dependent on

keyword. When there are several spots, they will be put in value order of the bid and perhaps

ad quality – make great ads!

How do Budgets & Bids work?

You will have to determine what your max rate will be when using PPC; when making this determination remember to consider that the web is open 24 hours a day 365 days a year. If you do not take the prior into consideration, you will find that PPC can get very expensive really quick. While you try to make this economically tough decision, try Yahoo’s Estimator Tool. This tool will help you develop and calculate possible budgets and is very useful in judging how much money you will spend to take on your competitors and if it will be worth it. Overall, you want to spend enough to grow into the top five spots in the search engine results page. You will also have to consider the value of your bid in terms of keywords. Some keywords are worth more than others are; in fact, some of the most popular keywords will prove almost impossible to afford. The affordability of a keyword has much to do with the financial power of your competitors, especially national brands. In these situations, you may want to look for keywords that are very specific so that when your ad does get clicked on your chances of conversion is greater.

How to Prepare your Ad

When preparing your ad, make sure you consider your audience. Take the time to learn their language, their hobbies, their hangouts, and their demographics; doing this will provide with a great deal of knowledge. This knowledge will gear your ad in the right direction to create eye-catching ads that get attention that leads to conversions. Do not forget to make your ad and landing page cohesive so searchers know they have landed at the right place. Additionally, make sure the ad links to the information that the potential customer is seeking or your bounce rate will be higher than you desire.

What are the Big Three?

There are many different search engines on the Web that offer PPC, but the big three include Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.

Google AdWords

Google AdWords is the largest player in the world of PPC. Because Google has built itself to be

the most popular search engines and aims for customer satisfaction, it has the most possible

amount of potential customers. The amount of clients possible is astounding – make a great ad

and landing page and success can be yours. Start here with your endeavors; it is the easiest to

manage and has plenty of instructions available to help you gain your PPC roots. It is worth

noting that becoming successful on any search engine site takes time and effort; take the time

to learn each PPC’s system.

Yahoo! Search Marketing

With more and more people turning to the Internet to do their shopping it is a good idea for

people and businesses that are looking to sell products and expand their consumer base to

have a presence online. This can be done with the help of Yahoo! Search Marketing. This program allows people or businesses to advertise on the search results page on Yahoo! And

popular websites throughout the Yahoo! Network.

If you decide to set up a Yahoo! Search Marketing account, you can use what they call a

“sponsored search” to make advertisements that contain keywords that you think that people

will use when they search for a business like yours. When the keywords that you have chosen

match what is put into the search engine, your advertisement will appear on the Yahoo! search

results page. Then if all the person doing the search has to do is click on the ad and they will be

sent to your website.

A nice feature about Yahoo! Search Marketing is that you are in control of how much money

you want to spend on your advertising. All you have to do is set a maximum bid of how much

you are willing to pay when your ad is clicked, at the same time you can set the limit of what

you want to spend each day. So you will not be hit with an astronomical bill out of the blue.

This is a good option if you want to start out with just a little bit of advertising to see how it

goes before deciding if you what to spend on advertising in the future or find that there may be

somewhere else where you would be better off spending your budget.

Microsoft adCenter

Microsoft adCenter is similar to Yahoo! Search Marketing accept it works with Microsoft’s

search engine, Bing. With Microsoft adCenter you can target your desired demographic of

customers by using over ten thousand keywords, which you can apply to reach customers

locally, by gender, and age range. By being able to hone in on your target demographic you will

have the best opportunity to maximize your return on the investment that you have made with


When you use Microsoft adCenter, they will provide you with data that will help you and your

company streamline your advertising campaign to ensure that you know when you are getting

the maximum benefit and reaching the most customers. Microsoft ad Center is a pay-per-click

advertising model. To get started using the program you set a maximum bid of what you are

willing to pay for each click on your ad. You will also set up a monthly budget of what you are

willing to spend on your advertising. Make sure that you keep that in mind when you are

determining how much you want to spend for the month, if it turns out its too little your

budget may be gone in less than a week, especially if the advertising campaign is more

successful than you may think. So, make sure you take the time to think through it and do not

be afraid to ask Microsoft for help in determining how much you should allocate to advertising.

Caleb Roche

Born and raised in Enid, Oklahoma, Caleb Roche is setting a new standard for how to create, connect, and inquest the business world. His inspiration and creativity stemmed from a mentorship with the former Oklahoma City bomber’s attorney. Learning the value of truth, dedication, and research, Caleb has taken his skills beyond courtrooms and incorporated them into business. He accomplishes every task with his extroverted personality and sincere care for the clients he encounters. Caleb looks forward to getting to know those he has the opportunity to meet and is excited about what the future holds.