Pay-per-click (PPC) advertising

Web advertising via the ‘Pay Per Click’ method is a fast
and effective way to get highly qualified visitors coming
to your web site. Many search engines use it as an
important revenue stream. You can choose between
Adwords from Google, Direct Traffic from Overture and
other companies such as Sprinks, LookSmart and
Knoodle. These advertising programs are designed to
find the most focused and targeted traffic for your site.

Preparing a PPC campaign calls for considerable knowledge about how search engines operate, blended with marketing and advertising skills. Only in this way can you maximize the investment that you make in PPC and increase the chances of attracting qualified traffic. Even though you may well be able to run a PPC campaign yourself, it is worthwhile placing it in professional hands. Such people run many campaigns and can apply many proven work methods to achieve success.

Running a PPC campaign is highly advisable to increase the coverage and penetration on the Web in addition to your other web marketing initiatives.

How does PPC advertising work?
The advertiser pays a certain sum every time a visitor clicks a link to reach his specific site. This sum can range from a few cents/pennies to several dollars/pounds/euros. Every keyword (or more likely, keyword phrase) carries a ‘per-click’ price that is set in a public auction environment. The more people who will want a keyword, the higher will be the ‘price per click’. Those who pay the top prices will have their web advert appear at the top of the list in the ‘sponsored’ section of search engine results.

The advertiser presents a textual advert, establishes the web site to which visitors will be directed when they click the advert, sets the monthly advertising budget and accepts bids for that keyword. According to these parameters, the advert will be ranked higher or lower in the sponsored results list.

Finding the right keywords to advertise
The ability to find effective keywords is the key to a successful web advertising campaign. What does ‘effective’ mean? Firstly it means finding the field that is closest to your core business. Secondly it is the field where you will find your main competitors. After all, there’s a lot of truth to the saying “where there’s no competition, there’s no business’. Finding the right keywords is undertaken by Internet tools, research of competitor web sites and other techniques.

Writing and editing web advertising material
Space is of the essence. So advertising style on the Web is sophisticated and demands refined skills, in order to select exactly the right words for the small space available. What’s more, there are restrictions in the content of the advert and the number of characters that can be used. Your chances of having a successful web advertising campaign are greatly improved when you use a writer who can prepare targeted marketing messages and also meet the specifications of individual search engines.

Advantages in managing a PPC campaign

1. A PPC campaign complements other site promotion activities in search engines
2. Management of the advertising budget is clear, precise and known in advance
3. Payment to any PPC engine is only made when a user clicks on a site
4. Advertising announcements are published immediately
5. There is total control over search terms (keywords) and the ability for fast updating
6. There is full control over the content of the advertising message and the ability for fast updating
7. Awareness of the product/service is achieved through the presentation of advertised messages in many places on the Web under many different keywords

Traficare specializes in running PPC campaigns, for itself as well as for clients.

Traficare guides the client in selecting the most targeted keywords for his/her campaign and undertakes research to find and add additional focused keywords.

Traficare manages the PPC campaign for a client, with full understanding of budget constraints and the possibilities of funding the campaign.