PPC: Evolution in
Digital Marketing
PPC: Pay per Click is an advertising system where
advertiser only pays for each click on their advert. It is used by advertisers
to drive traffic on their clients website by targeting keywords used by the
users on the search engines.
PPC advertising has revolutionised the online
advertising industry. PPC adverts not only just runs on search engines but also
on content sites and social network. PPC generates 99% of the google revenues.
“Google reported revenues of $8.44 billion for the quarter
ended December 31, 2010 which was an increase of 26% compared to the fourth
quarter of 2009.”
PPC
Advertising:
·
On the search engines are based on the
keywords means that it is based on the search term that a user enters into a
search engine.
·
On Social networks such as Facebook are
based on interests and demographics that user enters into their profiles.
The beauty of PPC advertising on search engines is
that the adverts are displayed when potential customers are expressing
intention- they are searching for Products or services.
PPC advertising is used for a
number of channels and platforms PPC
advertising is usually run as an auction model, so advertisers place bids
to
appear based on certain criteria. The advertising platform determines when
Adverts are
eligible to appear and serves them as appropriate.
The advertiser then pays for advertising platform when their advert is clicked
on.
Types of PPC advertising depending on the environment
they appear:
1. Search
PPC advertising: Refers to the adverts that appear on
search engine results pages. Platforms for running these adverts include Google
AdWords and Microsoft’s adCenter. Targeting based on search term used.
2.
Display advertising: Adverts appear
on the content pages such as news sites. Targeting is based on the content of
the page or behavioural, based on the behaviour of the user to whom that advert
is served. Strong growth could be perceived.
3.
Social networking advertising: Social networks include Facebook, YouTube (via Google’s AdWords)
and LinkedIn. Targeting is often behavioural, based on user interests, or
demographics, but can be keyword or content based as well (especially for
YouTube advertising). Adverts are shown to users of social networks.
4.
Mobile network: With the increasing
smartphone users, and users using search engines display sites. The type of adverts
used are Text and banners. Example includes Adwords. Advertisers target through
keywords and content, behavioural topics, catagories and demographics.
Targeting
Adverts:
PPC adverts are targeted in various ways from
keyboard targeting on search engines to behavioural and demographic targeting
on social networks.
Search engine requires advertiser to enter the
keywords for which their advert should appear and list of keywords determines
search queries for which the adverts could appear.
Google adwords use following Match type:
Broad match means that your advert will appear for the keywords you have
entered,
as well as search terms which contain your keywords and any other
words
in any order, as well as some variations of your keywords. Say you have chosen
the following keywords, and this is set to broad
match:
tennis shoes
Your
advert could appear for all of the following searches:
tennis shoes
red
tennis shoes
Phrase match, which is denoted with quotation marks around the keywords
(“phrase
match”) means that your advert will appear only for search terms
which
have your keywords in them, in the same order, though other words may
also
be in the search term.
If
you changed the same keywords to phrase match, they would look like:
“tennis shoes”
Your
advert would appear for:
tennis shoes
tennis shoes red
The
broad match modifier is an additional targeting option that gives you
tighter
control than broad match, but wider reach than phrase match. It’s
implemented with
a + before the keyword, e.g. red +sneakers.
Using
a broad match modifier means that a variation of the marked
keyword
must appear in the search query. Using
red +sneakers
Your advert
could appear for:
red sneakers
red trainers
Exact match, denoted by square brackets ([exact match]), means that the
advert
will
only appear for search terms exactly the same as the keywords selected.
Now
change the keyword to exact match:
[tennis shoes]
Your
advert will appear for searches for:
tennis shoes
Negative match, denoted by using a dash in front of the keywords (-negative),
means
that your advert will not appear in searches using that word, no matter
what
other words are used.
Use
the broad match example, and include a negative match:
red shoes
-tennis
Your
advert would appear for:
red shoes
smart shoes red
Thus these is the
evolution in search engine marketing and social media marketing by PPC
advertising
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