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PPC is a popular sponsored promotion media feature. PPC stands for Pay Per Click. Promoters who opt for the PPC feature for their online promotional campaigns are charged based on the number of clicks received on specific digital items, including a URL, icon, content, advertisement, and other web-based objects.
The ad maker chooses to opt for specific PPC objects on the promotional content created. It is not compulsory to PPC the entire promotion content. Hence a promotional campaign can have free and paid content. The ad maker has the option of choosing the web objects for PPC. The option to select web objects for PPC enables ad creators to be mindful of promotional campaign budgetary constraints. PPC media on ad making is found in most web services sites that offer ad making features, for example, LinkedIn Ads, Google Ads, Amazon PPC, Binge, and Yahoo Ads.
Accessing PPC media
PPC media can be accessed on several web services sites that offer ad making features with PPC:
Google Ads
Google Ads ad-making tools can be accessed by ad makers who register on Google Ads. Signed-in members can explore Google Ads’ special features. PPC feature on Google Ads is popular for flexible bid pricing mechanism. Ads created on Google Ads can be transported to various online promotional channels accessed through computers or mobiles.
Amazon PPC
Amazon also offers PPC media to sellers and promoters registered with Amazon on its promotional platforms. Promoters can discover Amazon PPC’s special features and pricing by signing in on Amazon as sellers or promoters. Amazon PPC media features offer target-based promotion tools.
LinkedIn Carousel Ads
LinkedIn Ad-making tools can look for PPC options on the ad-making platform. Ad makers can explore unique LinkedIn ad-making options by signing in to LinkedIn Ads.
Yahoo Ads
Yahoo, the popular search engine, is also a comprehensive web service platform. Yahoo Ads can be accessed through Yahoo’s online site. Ad makers can explore different ways of designing promotion campaigns with and without Yahoo’s PPC feature on the Yahoo Ad-making platform.
Binge
Binge web services and search engine platforms are also accessed by many users for various web-based services, including ad maker services. To know offers on Binge PPC media, users need to register with the platform.
PPC technology
PPC technology is based on an embedded software tool that enables the classification of clicked web objects selected for the PPC campaigns. When a PPC web object is clicked, the embedded software records the number of clicks received and displays them on the ad maker’s page under tracking and metrics. Several times PPC web objects lead to cta and lead generating pages on which interested users can register their details to receive notifications, content, messages, products, and services offers.
Paid media strategy
PPC media strategy calls for particular PPC features, tactful display of PPC content, monitoring PPC metrics, tweaking PPC campaigns. Selected PPC content and objects can be displayed on landing pages, social media pages, and affiliate marketing sites in email promotional campaigns. PPC web objects can be used for targeted and retargeted promotion campaigns. The PPC campaign tracking metrics can be monitored on the tracking displays on pages of the ad maker. PPC metrics inform the ad maker on vital statistics like the number of clicks on PPC objects, the number of leads generated, and the number of leads converted. Based on PPC metrics monitoring, ad makers can intensify PPC, reduce PPC, withdraw PPC, or introduce new PPC objects. Another important aspect of PPC media strategy is to take stock of ROI on PPC periodically. An efficacious PPC strategy should elicit the desired responses from PPC online promotion campaigns with a high ROI ratio.
A sample PPC ROI sheet can be as follows:
| PPC pricing mechanism | Flat rate, bid, percentage, or another method |
| PPC media choice | Google Ad words, LinkedIn Carousel Ads, Binge Ads, Yahoo Ads, Amazon PPC, others. |
| PPC cost per month | …… |
| PPC conversion rate (from PPC tracking and metrics data) | …… |
| Number of clicks recorded per month | …….. |
| Number of cta links accessed per month | …… |
| Number of leads generated per month | ……. |
| Several leads converted to a desired response like sales, customer accounts opened, membership registration, feedback, etc. | …… |
| ROI of PPC based on applicable conversion rates | …… |
| PPC decision based on monthly PPC ROIs | Continue PPC campaign, tweak PPC campaign, withdraw PPC campaign/PPC objects, introduce new PPC campaign/PPC objects, review PPC pricing offers, change PPC media, and other relevant decisions. |
PPC Consultant
PPC campaigns work best under well deliberated PPC strategies. A PPC consultant is an entity, either a firm or individual, who works out PPC strategy and designs the PPC promotional campaign based on the strategy. PPC consultant who can be internally or externally associated with the promoter monitors the campaign and reviews the plan periodically. PPC consultant is responsible for generating high ROI on PPC promotion by framing effective PPC strategies, application of PPC campaign based on the plan, PPC campaign response metrics monitoring, tweaking of PPC strategy and PPC application on web objects used in promotion, introducing innovative and creative approaches to PPC promotion to elicit a maximum desired response for PPC based promotion campaigns. External PPC consultants can charge a fee based on PPC campaign response as a percentage or commission margin.
Benefits of PPC
The following are the benefits of applying PPC on web objects used in promotional campaigns:
- PPC campaign can be selective
- PPC campaign can be measured and monitored
- PPC campaign can be tweaked
- PPC campaign can be linked to cta and lead generation
- PPC campaign can be used for targeting and retargeting
- Selective PPC campaign enables budgetary constraints
- PPC campaign is low cost promotion
PPC Pricing
Google Ad words are known for flexible PPC pricing based on flat-rate and bid pricing. Other online promotional media also offer similar PPC pricing mechanisms; they may charge a flat rate per click or a percentage on the number of clicks and conversions. Though ad maker incurs a cost on PPC promotion compared to other media advertising costs, the PPC media costs are pretty inexpensive. The pricing mechanism on PPC is that even beginners with a small budget can start advertising on paid media. PPC bid pricing is a flexible pricing mechanism in which ad makers can select bids from lowest to the highest range with spelled out benefits for each offer for a set time duration.
Top Businesses that benefit from PPC campaigns
PPC ad campaigns are increasingly being used by well-known firms in several sectors and industries worldwide. Some of the leading companies of the world that use PPC to position their brands and increase user response strategically include Apple, Coca-Cola, IBM, Microsoft, and Google, to name a few.
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