Pay Per Click Marketing


‘Pay Per click’ is one of the model of advertisement of a brand over the network. It helps in building up of traffic level directing to a website’s landing page.  The name PPC itself describes this term, it says ‘Pay a specified amount of money only when a user clicks on an advertised ad directing that particular customer to the site.’ That is why it is know as Pay per Click. There are many PPC providers currently present in the market. The leading ones are Google adwords, Microsoft ad Center, Yahoo! search marketing. These three providers work on the bid-based PPC model.

Google defines PPC as ”The pricing structure used by some online channels to charge an advertiser each time a user clicks on the advertiser’s ad. The amount is usually set by the advertiser, not by the channel. Also called cost-per-click (CPC).” This means whenever a user will click on advertised ad, the advertiser will be paying to the channel advertising the ad.

Now, the question is how this will benefit the advertiser? I hope this is now very much clear that PPC is a type of online advertisement used by offshore software development companies. This online advertisement is directly related to the conversion rate of the advertised website. Greater the conversion rate, the greater will be the ROI. But, one thing needs to be taken care of while managing a PPC campaign, that is, always remember that the key to the effective PPC campaign is getting the right and quality traffic to the site. As an advertiser is bound to pay for every click through the site, it is important that the advertisement should be designed in such a way that it should only attract the relevant traffic or visitor interested in a related product/service. This can be achieved by providing the relevant content the visitors are looking for. The advertisement should point out to that context for which it is talking about. This will help visitors to get through what they were searching for.

Few things which should be considered while designing an advertisement for PPC campaign can be listed as:

  1. Use only specific and content related keywords and phrases.
  2. Make sure to communicate a clear message to the audience targeted.
  3. List the USP (Unique selling point) of your product/service. Think and write what is that thing which makes your product different and unique from your competitor’s product.
  4. As there is limitation to the number of characters in an advertisement, so be concise but very clear in conveying your message to the targeted audience.
  5. Try to include search term in the title/description of the ad.

No doubt, PPC is a complex way of advertisement but then it gives you the best of the returns. A PPC campaign, if followed in an effective and well planned manner can surely help a software development company to achieve a formidable ROI (Return on Investment).