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Workflow of a PPC Ad





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The workflow of a PPC ad is as follows:

  1. First of all, the advertiser creates an online account and loads her account with some money – say Rs 5000. Note that some organizations allocate their PPC budgets in hundreds, thousands, or even millions of rupees per month.
  2. The advertiser creates a small text ad. In some cases, a PPC ad can include images.
  3. The advertiser specifies a list of keywords associated with the ad.
  4. The advertiser determines how much she is ready to pay each time someone clicks on the ad.
  5. On the buyer’s side, a user visits the search engine – say Google.com, enters one of the keywords or keyword phrases - say “Kindle Paper white” and clicks the Search button.
  6. The search engine finds the matching ads and places them on the results page.
  7. If a user clicks on the ad, she is taken to the advertiser's website, and the advertiser is charged for the click.

History of PPC

PPC ads have been in existence over a decade now. The term PPC came into existence during the year 1990 when organizations started conducting their business on the Internet. One of the companies that pioneered the concept was goto.com. Yahoo took it over in 2003.

When Google launched its AdWords solution for PPC marketing, heavy activities started in the domain of PPC. In addition to Google, a number of search engines such as Yahoo, Bing, 7Search, ABCSearch, and Findology provide PPC ad hosting.

Properties of a Compelling PPCAd

A compelling PPC ad has the following properties:
• It is a part of a closely-knit ad-groups.
• It can address the desired search queried by the users.
• It takes the user to an appropriate landing page.
• It drives the users to click on it and explore.

General Formula for Calculating PPC

The basic formula of calculating PPC is:
Pay per click ($) = Advertising cost ($) ÷ Number of ad clicks

Advantages of PPC

PPC helps in branding and creating leads as well, both in parallel. PPC provides quick results in contrast to SEO results that are equally important but may take months or even years to materialize.
  • Quick Actions PPC gives immense traffic, quick results, and more hype branding in a short span of time.
  • Negligible Initial Investment Search engines do not charge fees to insert a PPC ad or to set up an account. The user pays only when someone actually clicks on his ad.
  • Business Gets Noticed Globally A business can get global recognition, even if it has a small local setup.
  • Instant Results As compared to SEO methods, PPC ads can deliver faster response, if quality ads are posted.
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