Pay-Per-Click Search Engine Marketing

Pay-per-click (PPC) Search Engine Marketing is a cost effective method of targeting pre-qualified customers online and driving them to your website. It is also a highly efficient means of building online brand awareness and consumer relationships.

In a pay-per-click campaign, a fee is paid to the search engine each time a web user searches on a relevant term and clicks through to the website.

The two main companies involved in PPC search marketing are Google and Yahoo!. Google PPC appears as Google AdWords, while Yahoo! listings appear as Yahoo! Sponsored Listings.

The pay-per-click Search Engine environment is highly dynamic. As competitors change their bids, the optimal set of keywords and the optimal bid on each keyword for a campaign can change on an hourly or daily basis. The challenges are to:

  • monitor the campaign intensively and to manage bidding so that the best value is achieved at all times
  • minimise overspending risk by using bid capping wisely, and at all times seek new bidding opportunities

For more information on this and any other service offered by Interactive Return, please contact us today.