Pay-per-click advertising refers to online advertising where the advertiser pays each time a displayed ad is clicked by a prospect. Popular search engines like Google, Yahoo and Bing offer pay-per-click advertising, as do a large number of website networks. Pay-per-click advertisers bid on specific keyword phrases. When that keyword is searched for in the search engines, their ad may be displayed. The amount of the advertiser's bid and the quality of their website are used to determine if and where an ad will be displayed. URLs can be bid on as keywords for search results ads or URL can be targeted for contextually-placed ads that display on web pages within a pay-per-click network.
Instructions
Search Pay-Per-Click
- 1
Search for your primary keyword in your preferred search engine. Make a list of all the URLs that are returned. Right-click on the link and select "Copy Link Location," then paste the link into a notepad. Repeat the process for your other major keywords. This is the list of URLs that you will bid on.
2Sign up for a PPC account with the company of your choice. Google, Yahoo and Bing are the major search marketing companies that offer PPC ads. Each PPC provider has a different sign-up process. Go to their main page and look for a link that says, "Advertise with us" or something to that effect. Click on the link and follow their instructions to open an account. Most PPC providers require a credit card for billing purposes.
3Log into your PPC account. Create a new ad campaign. Use the interface provided by your chosen company to create your ads.
4Enter the list of URLs as your keywords. Complete the steps to create your campaign according to the requirements of the PPC provider you are using. When users of the search engine enter the URL into the search box, your ad will be displayed.
Contextual Pay-Per-Click
- 5
Choose the contextual website network that you wish to advertise with. Contextual advertising networks allow you to buy pay-per-click ads on websites within their network of sites. Google is the largest with their AdSense program, but AdBrite and AOL-sponsored listings are also major contextual ad networks.
6Identify the websites you want to advertise on within their network. Each network has a different set of tools, available websites and a unique user interface to help you identify your target sites. Choose websites that are likely to be frequented by members of your target market or sites that serve the same market.
7Create your ads. Pay-per-click ads are typically text-based ads, but some networks allow you to use banner ads as well. Test multiple ads and creative tools in order to determine the most effective advertising message and presentation.
