Pay per click
Online Advertising
Pay per click
Pay per click, or PPC, is an
advertising technique used on
websites,
advertising networks, and
search engines.
With 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).
While many companies exist in this space, Google
Adwords and
Yahoo! Search Marketing, which was formerly Overture, are the largest
network operators as of 2006. MSN has started beta testing with their own PPC
services
MSN
adCenter. 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.
Click
fraud is usually not detected very well by smaller 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! Search Marketing,
GaZabo.com, Miva, which was formerly FindWhat, SearchFeed, Enhance (formerly
Ah-Ha), GoClick, 7Search, Kanoodle, ePilot, Search123, Kazazz, Pricethat, Search
FAST and others.
An industry of professional services firms that can assist advertisers in
marketing their products and services on search engines has also developed. Many
of these firms will be members of various trade bodies such as
IABUK, SMA-UK and SEMPO, while other reputable firms have chosen to avoid these bodies, as
many of them remain heavily biased toward the firms that first got together and
founded them.
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 Product search engines are: BizRate, NexTag, PriceGrabber,
Pricescan, Pricethat, 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 service 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 of PPC services include NexTag, Pricethat SideStep, and TripAdvisor.
Pay per Call
Similar to pay per click, pay per call is a business model for ad listings in
search engines and directories that allows publishers to charge local
advertisers on a per-call basis for each lead (call) they generate. The term
"pay per call" is sometimes confused with "click to call"[1].
Click-to-call, along with call tracking, is a technology that enables the
“pay-per-call” business model.
According to the Kelsey Group, the pay-per-phone-call market is expected to
reach US$3.7 billion by 2010.
See also
Home | Up | Pay per click | Click-through rate | AdSense | Googletestad | Click fraud
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