Pay Per Click Basics

There are two pay per click models available for web marketing purposes. In flat rate schemes the advertiser pays the host site a fixed amount for each time a user links to their site from the advert. Bid based pay per click schemes are generally more popular with search engines, advertisers bid for specific keywords and these are given prominence. The fee agreed at auction is paid for every each click.

In deciding an acceptable cost per click, whether joining a flat rate or bid based system, factors such as what short term and long term gain the advertiser expects from a visitor, usually in terms of revenue, and the type of visitor the advertiser will attract to their site help the advertiser determine the value of the advert location or keyword.

Targeting is of paramount importance, of course. In any pay per click campaign, the advertiser can make the most of their investment through awareness of their target and what encouraged them to click on the advert in the first place. This could be governed by their interest, the search term they used to reach the site or the content of the previously visited page. Their intent on reaching the site is important, which usually comes down to whether they mean to make a purchase. When geo targeting, the visitor's location and even the time and day of their visit are important factors.

At Click Consult we can help you establish and maintain a viable, effective pay per click internet marketing campaign.