PPC advertising

What is pay-per-click advertising?

Контекстная рекламаPay-per-click (PPC) advertisement is a highly-profitable kind of advertising. The term “pay-per-click advertising” appeared in e-commerce long time ago. The meaning tells us, this kind of advertisement is placed only in context that stimulates purchases for mentioned product or service. Though PPC-advertising is a very common conception, it means the exact technology used on the Internet. The technology lies in dynamical addition of appropriate advertisement to required context. Better to say, advertising is added into searching results, depending on what customer is seeking at the moment. If he, for instance, is searching for the characteristics of GeForce4 video card, among the searching results he will find an advertisement of a shop, that sales this video card.

Ideally, PPC is not advertising, it`s just an advertisement. If a customer wants to buy boarding, he takes Yellow Pages and searches for “boarding”. Having found the information about the boards selling companies, he calls there. Effectiveness of such advertisement is 100%. If the customer finds an advertisement about logs, it`s not a simple advertisement, it`s a real PPC-advertising, because logs are not boards, but a related product. All the more, logs are cheaper then boards and curious marketers offer you saws and planes (for you to saw boards by yourself). Probability of purchase and, consequently, effectiveness of this advertisement (taking into account its cost) will be not 100%, but higher than of a poster somewhere in the metro.

If you want your PPC-campaign to generate profit, you should know all rules and ruses used by professionals.

Advantages of PPC-advertising

  • Targeting. Webmaster can point necessary regions, where your potential customers are located (regions don`t have to compete with Moscow for Top10, if they work only in their region);
  • Simplicity. Webmaster can reach their site appearing on top positions without penetration into search engines` algorithms and paying a SEO-expert for optimizing your site to raise your rating in searching engines;
  • Speed. Webmasters can get new traffic without delay;
  • Less technical problems. Search engine users can find site, if it`s not compatible with searching engine or indexed (for example, if it uses technologies that are indexed badly by search engines);
  • Scalability. It lets little companies work worldwide and compete with bigger companies on equal terms;
  • It provides quick sales and feedback with customer;
  • It provides measure more accurate ROI (return-on-investment) measuring during tracking;
  • It lets webmasters point out more exact landing pages;
  • You can stop or change the campaign depending on circumstances or events (New Year sales, for example);
  • If you`ve selected the most appropriate keywords for your business, PPC campaign wouldn`t bring you much traffic, but it would bring some target visitors. Low-frequency, but specific keywords in your business may bring you not great but highly conversional traffic. Moreover, for expensive products, rarely requested in search engines, it is often no good to pay for SEO. Better to generate traffic, using PPC-advertising;
  • PPC-advertising lets you increase the number of low-frequency but very specific requests. For example, optimizing site for request “site promotion” (high-frequency request, so our site won`t be on top for “site promotion New York”). But using broad correspondence in PPC we can automatically adjust our PPC-campaign for all keywords concerned with established phrase (in our case we`ll get impressions for “site promotion New York”, “site promotion NY”, “NY site promotion”, “site promotion in New York” and many other requests. We don`t pay much money for them, but get highly targeted visitors);
  • You have an opportunity to adjust name, site description and landing page. We think, it`s one of the biggest advantage of PPC-advertising, because you have an opportunity to adjust exact product name and description and give an exact link, leading to the page where these product is sold. To convert a visitor, who came from PPC-advertisement where the name was “site promotion courses” and the description included “optimization teaching for 3000 roubles” on the page with description of SEO courses, will be much simpler, than a visitor came to main page and who doesn`t know what to do further.

PPC EnginesWe work with many PPC engines, including foreign engines, both English and Russian. Here we mention the biggest:

  • Yandex.Direct
  • Begun
  • Google AdWords
  • MSN AdCenter
  • Yahoo Publisher Network
  • Miva

Prices for PPC-services

Our prices depend on many factors. At first, it is:

  • competition in your business sector
  • goals of PPC-campaign
  • chosen position for placement

Length of PPC-campaign depends on its goals

Fundamental actions during campaigns

  • analysis and audit of current campaigns
  • selection and analysis of keywords for campaign
  • optimizing the budget of current campaign and strategy creating
  • new campaigns creating, adjusting optimal parameters
  • writing texts for campaigns, creating landing pages
  • creating reports on campaigns
  • ROI calculation and analysis

In order included:

  • personal manager (individual approach)
  • free report files
  • regular campaign tracking

Customer service available: Email,10 a.m.- 6 p.m. (+3 GMT) by phone, additional hours by appointment.

To assure effective communication with far-away clients, the company offers: Customer service: 10 a.m. -6 p.m. regional business hours by phone. We also offer online collaboration through screen sharing for results walkthrough. Response time from email is no longer than 8 hours for active clients.

Response to an emailed question in: 8 hours.


See also the page “Free presentation in your office in any point of the world”

Useful articles about PPC-advertisement (only in Russian)