What Is PPC?

Pay-per-Click (PPC) marketing is an internet advertising model that was developed in 1998 as a way to generate revenue for search engines and deliver highly relevant advertisements to interested searchers. This method of advertising allows your ads to be displayed for free on search engines and charges are applied only if your ad is clicked.

PPC advertisements can be displayed as text, image, or video. Ads usually appear on the top and right side of regular search engine results pages (SERPS). When people search for keyword terms that are relevant to the products or services that your business offers, your ad will show up. You have complete control over the keywords and phrases that will trigger your advertisements to appear. The position in which your ad is displayed is primarily determined by the maximum bid or cost-per-click (CPC) you are willing to pay. The position of your ads and your competitors' ads is constantly changing and the highest bidder will usually show up first on the search results page. However, you must weigh the value of converting a visitor into a customer vs. the amount of money you will be charged for the clicks you receive. You may also pay on a cost-per-thousand (CPM) basis, which is the amount you are willing to pay for 1,000 impressions (the number of times your ad is displayed on screen).

Google, Yahoo! and Bing are the primary providers of PPC advertising. Each of these search engines are affiliated with other websites and secondary search engines where your ads can appear if you prefer.

Benefits of PPC

• Target potential customers who are actively looking for your products or services. This eliminates expensive, widespread distribution of ads to uninterested people
• Use geographic & demographic targeting to focus on your specific target market
• Automatically gather precise historical data & use it to improve campaigns over time
• Turn your ad campaigns on or off at any time and make changes on the fly; updates take effect almost immediately
• Set your own budget; there are no maximum or minimum spending requirements
• Show up for nationally ranked keywords in your local markets

What Can TriMark Offer?

• Experience managing over 80 Google AdWords PPC accounts successfully
• Specialized advertising techniques resulting from years of experimentation
• In depth client analysis and industry research to create relevant advertisements
• Detailed monthly reports describing all aspects of campaign performance