Pay Per Click, Call Or Delivery
Pay per click (PPC)
Pay per click is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
Pay per click advertising on search engines allows you to choose keywords you would like your site to appear for when a search is performed. You decide how much you are willing to pay each time a person clicks on the search results. The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose.
The largest companies in the pay per click industry are Yahoo and Google. When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown. These ads are called 'Sponsored links' or 'sponsored ads' and appear next to or above the natural or organic results on search engine results pages.
Google's flagship advertising product is AdWords. AdWords offers pay-per-click advertising, and site-targeted advertising for both text and banner ads.
Obviously, there are limitations to this way of advertising. New bids can lower the positions of other firms, and many will react by raising their bid to regain a previous ranking. Monitoring of positions becomes crucial.
These campaigns can also become prohibitively expensive, depending on the competitiveness of the keyword phrases and the aggressiveness of the competition. In addition, many of the 'savvier' search engine users have learned to recognise PPC results as paid advertising and bypass them without consideration.
PPC campaigns can bring large numbers of highly targeted visitors to your website. However, it is crucial to the success of the campaign that you pay a reasonable price for each incoming visitor, that each visitor is highly targeted, and that you monitor your position to maintain your exposure over time.
If you are not sure if you can successfully promote your website through PPC, it is safer and more effective to find company that specialise in it. A custom prepared PPC campaign by a marketing professional is still the best approach to PPC. A large corporation can save substantial amounts and maximise performance by outsourcing to a PPC Consultant.
Pay per call
Google Click-to-Call is a service provided by Google which allows users to call advertisers from Google search results pages. Users enter their phone number, Google calls them back and connects to the advertiser. Calling charges are paid by Google
Similar to pay per click, pay per call is a business model for ad listings in search engines and directories that allows publishers to charge local advertisers on a per-call basis for each lead (call) they generate. Click-to-call, along with call tracking, is a technology that enables the 'pay-per-call' business model.
Pay per delivery (PPD)
A variation on pay per click used in email marketing, whereby email marketing campaigns are charged only on the basis of successfully delivered emails.
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