Pay Per click PPC ADVERTISING
Pay per click (PPC) advertising is an advertising system where the advertiseronly pays for each click on their advert. Hence, pay per click.While the term is most often used to refer to the advertising system offered by search engines, such as Google, Bing and Yahoo!, PPC adverts are also run on
content sites and social networks.
PPC advertising continues to evolve, and formats available range from simple
text adverts through to Flash banners and even video adverts. PPC advertising
revolutionised the online advertising industry, and today, PPC advertising
generates 99% of Google’s revenue. Google reported revenues of $8.44 billion
for the quarter ended December 31, 2010, an increase of 26% compared to the
fourth quarter of 2009. PPC is big business!
In this chapter, we’ll focus on PPC advertising on search engines and social
PPC adverts on search engines are easy to spot – they’re the results listed as
“sponsored links”. They can appear on the top of the results page, usually in a
box, and also on the right hand side of the results page.
Figure 12.1 PPC adverts appearing in a search for viral marketing.
PPC advertising on search engines is keyword based – this means that it is
based on the search term that a user enters into a search engine. A search
term can have one word, or be made up of many words. Sometimes a multiword
search term is referred to as a “key phrase” or “keyword phrase”.
What will I learn
An introduction to pay per click advertising is followed
by a look at the different types; search content and social network. Learn about
the ideal use of text, images and keywords across these PPC types and how to
properly target the people you are intending to reach. A practical guide will get
you started on managing your own PPC campaigns and utilising demographic
and behavioural targeting as well as tracking on your campaigns.
What will we cover?
PPC how it works
Type of adverts
Behavioural and demographic targeting
Define your goals
Conversion Rates and Clickthrough Rates
Tracking and landing pages
Planning and Setting up a Search PPC Campaign
Budget, Cost per Action (CPA) and targets
Which platform should I choose?
Tools of the trade
Date, Location and Price
PPC can help to give your brand immediate search engine presence
PPC provides an excellent resource to research keyword volumes and
conversion success. The knowledge can then be used to improve the SEO of a
site, as you will already know the relevance of these keywords to your intended
audience. In turn, improved SEO rankings and social media interactions can
help to reduce the CPC of your PPC campaign, and together with your PPC
campaign, can see improved CTRs throughout.
for your offline campaigns, when these might not yet be highly ranked
in the natural search results. PPC advertising can also be used together with
online reputation management. If a company is unable to combat negative
search results through the natural rankings, they are always able to bid for
PPC adverts that can present their view.
About our Tutor
Sal worked in top of the range hotel chains across the globe and he has been successfully investing in property in the last 10 years, with a portfolio that spans major European cities including London, Paris and Barcelona.
Over the last two years, he has focused on building a business using Airbnb. In this course, he shares his expert tips and strategies learned along the way to save you time and avoid the costly mistakes of learning by trial and error.
Who should attend
If you’re considering running an Airbnb business, or if you’ve already done so but not satisfied with your results, this course is must. This systematic guide to both the common pitfalls and the winning strategies for Airbnb hosts, taught by an expert in the field is invaluable.
What to bring
Anything you can collect regarding your planned or current Airbnb listing. Please bring along your own laptop and charger. WiFi access is available to all attendees. Spare computers will not be available on the day – so it’s essential you bring your own computer.