What exactly is pay-per-click?

Pay-per-click involves bidding on keywords within a search engine to have your ad appear. Each time the ad is clicked, and the searcher is taken to the advertiser’s site; the advertiser is charged. The hope in this process is that the searcher finds exactly what they are looking for based on the ad displayed.

Pay-per-click (PPC) advertising can often contain various elements. While most businesses are familiar with PPC, the intricacies surrounding PPC and how to make it work specifically for their business. PPC campaigns can be customized to meet your business needs and goals. Our unique approach not only focuses on the customers you want, but also placing an emphasis on customers you DON’T want. Are you confused yet? That’s okay, we’ll explain.

When creating and managing PPC campaigns many businesses develop campaigns with a tunneled perspective of reaching their ideal customer. While that is a great start, experience shows us that searchers are not one-dimensional. Through preventative exclusion measures we automatically eliminate irrelevant searchers. What’s the benefit? Your business is able to lower cost by avoiding uninterested searchers. This method allows for  Better yet, it creates a more qualified visitor base

What about cost-per-impression?

Cost-per-impression is variation of search engine marketing in which the advertiser pays each time their ad is shown (impression) in a search result. CPM is not for all clients, as it can get pricey. The advertiser purchases a thousand impressions at a time. They are then charged on a prorate based on the average price per click of that keyword.

Typically, CPM campaigns work best for large national or global brands as they want, and can afford, to appear across various generic terms. These terms can be extremely expensive when paying for each click, instead they purchase impressions by the thousand in order to generate visibility and brand awareness.

CPM campaigns among search campaigns is rare. It is most common to see CPM within display (image and video) campaigns among display networks.