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Pay Per Click (PPC): Decoding the Technology

WHAT IS PAY PER CLICK?

What is Pay Per Click Advertising?

A brief Pay Per Click definition is: PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on...

WHAT IS PAY PER CLICK?

What is Pay Per Click Advertising?

A brief Pay Per Click definition is: PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, ‘pay per click.’

When our clients ask us to define Pay Per Click, we tell them that PPC is a very cost-effective means to get their site noticed by their target audience while our other Internet marketing strategies are gradually helping their site achieve their natural ranking potential.

In a way, PPC advertising works like a silent auction. Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services. When a web user types a search query into the field of a search engine that matches the advertiser’s keyword list or visits a web page with content that correlates to the keywords or phrases chosen by the advertiser, the PPC ad may be displayed on the page. In search engines, a PPC ad is generally just above or to the right of the search results where they can be easily seen. On other kinds of websites, the ad will be placed in the location that the site designer has determined will be the most advantageous to his site and the advertiser.

To differentiate PPC ads from the natural search results displayed on a page, search engines will often place PPC ads under “Sponsored Ads” or “Sponsored Links” which also makes them easier to notice on a page that is crowded with text and other items competing for a web user’s attention.

Overall, PPC ads are beneficial to advertisers and web users alike. Advertisers get noticed by their target audience and are charged only for the times that their ads are clicked on and web users get to select from sites that may be relevant to the page they are viewing without having to deal with obnoxious banner or pop-up ads that flash and distract.

There are countless pay per click management services out there competing with each other but, without question, the heavyweights in PPC advertising are, in order:

1. Google Adwords
2. Microsoft adCenter

The rates that these outfits charge for a PPC ad vary significantly depending on the popularity of the keyword or phrase. For example, if an advertiser wants a PPC ad targeted for the phrase ‘cottage cheese’, they can get prominent placement for their PPC ad with a very low bid and a low per-click charge. However, for a phrase such as ‘computer’, an advertiser can expect heavy competition for prominent placement and expect to pay premium per-click rates. It all comes down to supply and demand for the keywords and phrases that the advertiser wishes to target.

Pay per click ads also level the playing field like no other form of advertising. A small, web-savvy company can, with a limited budget, outbid much larger companies with enormous advertising budgets and gain the edge they need to get noticed in their market.


Objectives

This Pay Per Click (PPC) Expert Certification helps participants to gain expertise in Pay Per Click and Paid Search. After completing this certification, participants will:

  • Have knowledge and expertise on various aspects of Pay Per Click advertising.
  • Be familiar with the auction model, ranking algorithms, and post-click activity.
  • Understand the differences between various....

This Pay Per Click (PPC) Expert Certification helps participants to gain expertise in Pay Per Click and Paid Search. After completing this certification, participants will:

  • Have knowledge and expertise on various aspects of Pay Per Click advertising.
  • Be familiar with the auction model, ranking algorithms, and post-click activity.
  • Understand the differences between various search engines and how each one can affect a campaign.
  • Be able to assess the market shared by the search engines.
  • Analyze past and future Pay Per Click trends.
  • Define, measure, and compare keywords and choose the best to fit the advertising model.
  • Have a strong awareness of campaign settings, how to structure a campaign, and pricing models.
  • Be proficient in writing your own ads, developing landing pages, and using ad groups.
  • Review the market trends to decipher which PPC campaign works for other marketers.
  • Track clicks and the Return on Investment to determine success for each campaign.
  • Will have knowledge of display advertising
  •  Will gain insights into advanced Content marketing and advanced website conversion rate optimization

 The program provides access to more than 35 live, instructor-led online classes conducted by an expert training team. You’ll gain access to high-quality e-learning content, simulation exams, a community moderated by experts, monthly mentoring sessions and other resources to enable you to master the skills you’ll need to become a complete PPC specialist.
 
 

Why you should get this Certification

Pay Per Click (PPC) is an effective internet advertising model used to direct traffic to websites. Advertisers pay the publisher or the website owner only when the advertisement is clicked. CertiPlus Pay Per Click Expert Certification trains...

Pay Per Click (PPC) is an effective internet advertising model used to direct traffic to websites. Advertisers pay the publisher or the website owner only when the advertisement is clicked. CertiPlus Pay Per Click Expert Certification trains professionals in the fields of PPC and Paid Search. In the digital world, a PPC-certified professional is able to display compelling campaigns to target an audience based on expressed interests and demonstrated search history.ch history.

Who should opt
PPC skills are ideal for those who seek leadership positions in paid marketing. The following roles are best suited to be PPC specialists:
  • Marketing managers
  • Digital marketing executives....
PPC skills are ideal for those who seek leadership positions in paid marketing. The following roles are best suited to be PPC specialists:
  • Marketing managers
  • Digital marketing executives
  • Marketing and sales professionals
  • Management, engineering, business, and communication graduates
  • Entrepreneurs and business owners
     
What are the prerequisites for the Certification

There are no prerequisites for...

There are no prerequisites for this PPC Expert Certification.


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