Pay-Per-Click Marketing
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vichicpasel Pay per click, or PPC, is an advertising technique used on websites, especially search engines. Pay per click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a small amount. Variants include pay for placement and pay for ranking. Pay per click is also sometimes known as Cost Per Click (CPC).
The most popular pay-per-click programs are Google AdWords and Yahoo! Yahoo! Search Marketing, followed by Findwhat, Shopping.com, NexTag, Bizrate and Pricegrabber. Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50). Very popular search terms can cost much more on popular engines. Abuse of the pay per click model can result in click fraud.
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Parties involved
In this area, a publisher is a webmaster that displays advertisements, from the advertiser. In order to bring together advertisers and publishers, a number of advertising networks were formed. They are often search engines, who already had man advertisers as clients, who they could link up with other publishers. The advertising network collects the money from the publisher, and passes a portion onto the publisher. Google is an example of this. Often these combined search engines and advertising networks, are (in the context of PPC) referred to simply as PPC engines.
Categories
PPC engines can be categorized in "Keyword", "Product", "Service" engines. However, a number of companies may fall in two or more categories. More models are continually being developed.
Keyword PPCs
Advertisers using these bid on "keywords", which can be words or phrases, and can include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of bidding.
As of 2005, notable PPC Keyword search engines include: Google AdWords, Yahoo! Overture (previously GoTo), FindWhat, GoClick, 7Search, Kanoodle, ePilot, Search123, SearchFeed, Espotting, Xuppa, and others.
Product PPCs
"Product" engines let advertisers provide "feeds" of their product databases and when users search for a product, the links to the different advertisers for that particular product appear, giving more prominence to advertisers who pay more, but letting the user sort by price to see the lowest priced product and then click on it to buy. These engines are also called Product comparison engines or Price comparison engines.
Some of the PPC Keyword search engines are: BizRate, NexTag, PriceGrabber, Pricescan, Pricewatch, PriceLeap, Shopping.com
Service PPCs
"Service" engines let advertisers provide feeds of their service databases and when users search for a service offering links to advertisers for that particular product appear, giving prominence to advertisers who pay more, but letting users sort their results by price or other methods. Some Product PPCs have expanded into the service space while other service engines operate in specific verticals.
Examples: NexTag, SideStep, TripAdvisor
