At the moment Pay-per-Click (PPC) advertising is the most popular form of Internet advertising in South Africa. When using PPC, every time an Internet user clicks on a banner or text advert linking to your website, you pay for that click. PPC's
recent explosion can be attributed to search engines integrating it into their
advertising models. The reason for PPC’s success on search engines is that
it targets consumers at the “Interest” phase of the sales process. For example, when a user does a search for “hotels in London” they have an interest in this topic. If an advert appears saying “Affordable London Hotels!” this will certainly catch the users attention. If the user clicks on this advert and is taken to a website where he/she can book a hotel in London, there is a good chance that he/she will do so!
Naturally, quite a few advertisers would like to have their advert displayed for
search phrases (also called keywords) that relate to their businesses. This demand has resulted in search engines using a bidding process to decide which advertiser gets the prime position for their advert. Therefore, if Advertiser A bids $0.50 on the keyword “hotels in London” and Advertiser B bids $0.52, Advertiser B’s advert will rank higher and thus have a better position which in turn will result in more people noticing it and clicking on it. The theory behind PPC is relatively easy to grasp, but as many advertisers have discovered, if not setup and managed properly it can become extremely costly.
WebPhase can build and manage a highly effective PPC campaign for you. Our expertise
in search marketing will ensure that it delivers an excellent return on investment!
Contact us now for a free consultation, or read more about Pay-per-Click (PPC) Outsourcing.
