Have you heard of Pay Per Click (PPC)? It is an online advertising model in which advertisers pay for click-throughs to their website. The advertiser is charged only whenever somebody ‘clicks’ on their ad. Thus - pay per click (duh.)
Online marketers like me sign up to a PPC system (like Google Adwords, Yahoo Search Marketing and MSN AdCenter). We then drive traffic from using PPC to landing pages. The landing page is a web page that is designed, in one way or another, entice visitors to a certain action that would, hopefully, earn some income. It can be a hotel booking, an e-book sale or whatever.
I’ve been busy working with PPC lately and I find it so fun to work with. Everything is scientifically measured. I look at conversion rates and try to achieve high Click Thru Rate (CTR) numbers. CTR is the ratio of the number of times and ad is clicked divided by the number of times an ad is viewed.
How does it work? Basically to write up two Ad copies, leave it alone for a couple of days, collect data and see how your ads have performed. Say on your first day you get a 0.10% CTR on one ad copy and 0.20% or your other ad copy. You then tweak the ad with the lower CTR. You keep doing this until you have a CTR of at least 1% on at least one ad copy. Then keep improving the ads until you get higher CTR.
I’ve gotten to an average of 2-3% CTR on the campaigns I’m running so far. I’ve met another online marketer who has been able to do PPC for the hotel industry and has achieved an 4% CTR average. Not bad.
PPC is new and important advertising system because all results are measured. You can measure how well you perform and from there determine a benchmark which can be continuously improved upon.
PPC is just one of the terms that we Internet folks have got to know about.
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By the way, I’ve been sick this past few days. I’m missing out on what’s happening in the blogosphere. To me, being sick means staying home where there is no Internet. I hate getting sick.