This is a guest article by Ryan Farrell.
The business model behind the pay per click management enterprise is essentially advertisers pay host sites money every time someone clicks on an ad. For most ppc management firms, the idea is to have as many possible click-throughs, to enable the aggregate of income. Just as with any media related outlet, advertisers create ads that they imagine will generate the largest amount of click-throughs. With successful ppc management firms, the number of these click-throughs can number in the millions, with a small percentage of each adding to the management company’s income ledger.
The key is to generate content that the users, or viewers or audience, are able to engage and interact with. Much of the content, be it ads or banners of some kind, is often flashy and attractive to the particular web-site visitor’s eyes. This attraction is called “gluing the eyeballs,” because it literally sticks the content to the viewer’s eyeballs. Much of the pay per click advertisements from the beginning of the Internet have been somewhat glitzy. Moving images and lighted text were essential to the online advertising, performance marketing, and Internet marketing businesses that have become ubiquitous in and around the Internet.
Each time a web-site visitor discovers an advertisement they like enough to click on, the ad generates the code necessary to send the web-site visitor to a corresponding landing page. This process is called a “click through,” and is much like the turnstile fee at any event – each entrance is recorded and accounted for. The domain for a particular ad, usually part of a search engine marketing or search engine optimization campaign, can generate specific content based on the web-site viewer’s known web identity. Top-ranked websites don’t necessarily have to correspond with successful ppc management campaigns, but the majority of successful campaigns do involve some ppc schedules or associated content management. Proper planning generates success online.
PPC, or pay per click, online advertising and its associated management firms need to be keen to the trends in actuarial science and web programming and analytics. Companies like Salesforce.com and Google.com are advancing the needle with engagement and interaction between client and customers. The components most-overlooked, but quite essential, is the quality of web-site ads and associated content. Usually provided by SEO content writers, the richness or eyeball glue of an ad can generate click-through rates. Revenue on the web is comes from the creativity of a website or ad campaign.
Ryan Farrell is an internet marketing copywriter specializing in search engine optimization and PPC Management.