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Advertising and promotion is the need of the hour for transforming business into a success. With changing time, advertising and marketing has undergone many alterations. Today people categorize marketing into two forms, namely the traditional and the digital marketing. In order to acquire global fame for their enterprise, the company leaders spend massive time and budget behind conquering the Off-line and On-line marketing arena. Majority of the companies have started maintaining their virtual presence on internet. This is done via an online business website. Prime motive behind spending heavy budget for online existence is to connect and engage with more customers. Internet is a promising medium to associate the brand with increasing number of internet users. A successful way to engage an enterprise with towering number of customers is through PPC. PPC stands for “Pay per Click”. This article will cover all facets of the Pay per Click advertising model. PPC advertising concept It is an ad broadcasting model, adopted specifically for the internet. It helps in driving visitors to a website. The PPC ads are designed and implanted on search engines. This is done either by the company owner or the PPC expert. PPC ads appear on the internet once any user searches for a product with specific keywords. Hence keywords are planted on the PPC ads.The owner has to pay certain amount only when the users click on such ads. Therefore they are also called the sponsored ads. Functioning of the PPC campaign The PPC advertiser places the ad on search engines and online portals like the Google, Yahoo, Bing, Facebook, MSN etc. PPC commercials highlight the title, product description and website URL. Once the ad is crafted, the expert bids for Keyword terms. Competing keywords are expensive in relation to its counterpart. After the ad is designed, it is reviewed and submitted for approval. Once advertise is approved, it is featured on the Internet. The search engines do strict analysis over the PPC ads and stress on maintaining correlation between the keywords used and the website description. Benefits of PPC over other online marketing strategies There are similarities between the PPC and the SEO. Both marketing methods are cost effective. They need a thorough keyword research and a consistent progress study. The only difference is that, SEO take a time span of six to seven months to list the website on first page. But Pay per Click is more instant in its approach. It can be put in motion within a day. Precautions needed for successful PPC campaign In order to gain good returns on Investment over the ads, there is a need for an ideal supervision. For this the company owners may arrange consulting sessions from a professional PPC consultant. There must be a frequent use of updated supportive software in order to track success of the campaigns. The visitors must be tracked by the owners. PPC activities if not monitored and managed accurately can result in rapid exhausting of credit for the owners. To bring about product leads and sales in a brisk, adopting a good “Pay per Click” plan is imperative. It is advisable to outsource such activities to the industry experts, which can result in a better business visibility for the enterprise on the internet world!
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