Using PPC to Drive Sales and Leads

Posted by admin on June 01, 2009
Search Engine Optimization and Marketing

Pay Per Click (PPC) is an internet advertising method in which advertisers bid on keywords or keyphrases for the placement of their text advertisements in search engine result pages (SERPs). The advertisements are usually under a ‘Sponsored Results’ heading to differentiate from the natural search results. Generally the higher advertisers bid on keywords or keyphrases the higher their ads will appear in the SERP’s. Advertisers are only charged when a visitor clicks on an ad. Ads can also appear on “Content Network” websites- sites that display content related to the advertisers keywords. Advertisements on Content Networks are generally charged on a CPM (cost per thousand impressions) basis. Content Networks will also usually display graphic and video advertisements in addition to text advertisements. Currently, Google, Yahoo and MSN are the biggest players in offering PPC advertising.

Due to it’s contextual nature and the tremendous reporting and tracking methods that PPC offers, PPC advertising can be a highly effective method to drive sales or leads through your website. PPC also offers tremendous scalability. Advertising costs can start out small during the testing phase of a PPC campaign and after campaign effectiveness is measured and adjustments are made, budgets can be increased with predictable results.

Advantages of PPC Advertising

  • Targeting- including geo-targeting, age, gender, day of week and time of day.
  • Instant placement at the top of search engines.
  • Instant sales and measurable ROI using conversion tracking.
  • Campaigns can be switched on and off instantly in response to specific needs, search trends or specific events (e.g. Summer sale).

Keys to Success
One of the keys to PPC success is to understand that campaign management isn’t simply creating the ads and bidding on ad placement. Successful campaign management includes the ability to maintain a dedicated focus on the constantly changing PPC landscape. Keyword research, writing good ad copy, analyzing landing page conversions and proper bid management are all components that contribute to the success of your campaign. A properly managed PPC campaign will allow you to increase your profits in a cost effective targeted way.

Tower Media has experienced PPC campaign professionals who can help with your campaign. If you would like more information about our PPC management services contact Dean Wicklund at 312-856-9181 or

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