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Pay Per Click

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Submitted By TriniAtika
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In designing a marketing campaign the process of gaining traffic by purchasing ads on search engines should be considered especially for a company like Premium Outlets; where there are numerous high-end stores located in this one place. This marketing scheme is referred to as PPC (pay-per-click) marketing, because mst search ads are sold on a PPC basis.
Pay per Click (PPC) is an advertisement pricing scheme where a mixture of advertisers pay a host website when there is a single click on the advertisement by someone browsing on the internet(Portent, n.d). According to an article by Kumar (2012)the business can use PPC advertising programs provided by Google Adwords, Yahoo Search Marketing and others to pay for traffic. These programs enable the business to display ads in the results section of each of these engine's result page. The business then pays a fee based on the chosen keywords competitiveness. This is whenever a viewer clicks through from your ad directly to the website.

AdWords & adCenter ads appear above, below, and to the right side of natural search results

It's relatively difficult to forecast precisely where your best clients emerge from. The business may realise that there are a lot of visitors from one particularly engine; at a high cost per click but relatively fewer revenue from these clicks, whereas on another search engine where the cost per bid is much lower, visitors that click on the links are most likely to buy although there may be less on a overall (Mcanerin, n.d). Kumar (2012) said that the business can build traffic to their sites for free by achieving high rankings in the organic search results. These are the the listings displayed next to the sponsored results.

Once the business follows the best practices of the search engines they'll get their site displayed on these pages more significantly and more frequently.
Contextual marketing is a concept different than normal paid inclusion. Where PPC and other link methods will appear on search engine results pages, contextual advertising campaigns position banners and links on webpages that have a contextual association to the product or service being reported about or sold(Brickmarketing, n.d).
For example, a banner ad for Premium Outlets might be placed on a web page that has a fashionable following such as a fashion magazine or an article about luxury clothing .This type of advertising/marketing does not require a keyword search for the ad to pop up; it is there every time a particular page is viewed. Contextual Marketing is shown on Yahoo! with ads about baby products with an article on a celebrity baby birth
Unlike conventional forms of advertising, a well managed and optimised PPC campaign can be considered a very cost-effective form of advertising. PPC is designed to reach individual site visitors by having potential clients clicking on specific advertisements.PPC ads are a great option to compliment the Premium Outlets' inbound marketing and can offer numerous benefits.
One benefit of PPC ads is that it can be launched swiftly, bringing in targeted traffic and qualified leads to the outlet website. An additional benefit is that with added traffic to the website, expanding the stores online presence and assisting with leadership in the outlet industry. Since the business pay for PPC only when an ad is clicked, it’s easy to track cost and conversions and determine the outlets' return on investment (Ldesanctis,2013).
In order to ensure that the search engine marketing campaign is successfully it must be measured by specific methods. One of the methods for measuring is by; Analyzing Organic Traffic Valuation as a Potential PPC Media Spend Cost. By multiplying actual organic search traffic with paid searches to calculate the media spend value of the traffic if it was to be paid for. another method would be to calculate the revenue value of the SEO.
By applying conversion rates and an standard order value statistics to calculate the worth of the traffic for predicted revenue generated. A final measurement of its effectiveness would be to use such tools as the Webmaster Tools report in Google Analytics, so the company can now view their organic search in a similar way to PPC. This will display the generated volume of clicks amongst other impressive things (Gibbons, 2012).

Bibliography
Brickmarketing (n.d) What is Contextual Advertising[WWW]Brickmarketing.com. Available from: http://www.brickmarketing.com/define-contextual-advertising.htm[Accessed 24th July 2013]
Kumar, AJ(2012) SEO vs. PPC: Knowing Which Is Right For Your Website [WWW]Entrepreneur.com. Available from: http://www.entrepreneur.com/article/223567 [Accessed 24th July 2013]
Mcanerin (n.d) SEM Search Engine Marketing[WWW]Mcanerin.com. Available from: http://www.mcanerin.com/en/ppc/[Accessed 20th July 2013]
Portent.com (n.d) Pay Per Click Advertising [WWW] Portent.net. Available from: http://www.portent.com/pay-per-click-1.htm [Accessed 27th July 2013]
Search EngineLand.com(n.d) What is SEM & Paid Search Marketing[WWW] Searchengineland.com. Available from: http://searchengineland.com/guide/what-is-paid-search[Accessed 26th July 2013]
Ldesanctis (2013) 5 Benefits of Pay Per Click [WWW] Technicallymarketing.com. Available from:http://www.technicallymarketing.com/index.php/2013/01/25/5-benefits-of-pay-per-click/[Accessed 26th July 2013]

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