PPC, A History and Explanation
Pay per click advertising was introduced in 1998 by a Jeffery Brewer, originally of Goto.com that later became Overture and is a part of Yahoo, as of 2007. The concept was presented at this time and later evolved into the pay per click advertising we see today on most search engines. Google picked up on the idea of search engine advertising in 1999 but did not introduce the Adwords advertising system until 2000. Pay per click was not used until 2002, before that time Google had charged a click per mille price. Yahoo! Adverts were pay per click since their first use in 1998.
Advertisers may choose to use key phrases in their pay per click campaign and ‘bid’ on the keywords they plan to use. Keywords might be product names, numbers, or a phrase commonly used to describe the product or it’s use. When a potential customer searches for the phrase, the pay per click adverts will appear in or near the results. Many companies that use pay per click adverts consider their keywords or phrases as highly sensitive company secrets and guard them jealously. There are companies devoted to developing keyword strategies. Some may offer software that helps put together special phrases designed to draw in the targeted audience.
Pay per click advertisements are appearing all over the internet, from network sites, content sites, search engines, and now blogs. Web logs have exploded into the pay per click business model, due to the popularity of blogging as a new and trusted media source. People who blog look at pay per click advertising as a way to draw more traffic to their personal website and a way to make extra money. All of this helps the advertiser, because they are now able to reach a larger audience than with search engine pay per click models alone.
There are many companies offering pay per click services, of which Google, Yahoo! Search Marketing, and MSN adCenter are the largest and dominate the industry. These pay per click companies offer the advertiser the ability to write their own text adverts and publish them immediately while choosing how much capital the advertiser would like to spend per click, keyword, or day. This is a very cost effective way for a company to advertise it’s services to an audience. The advertiser can be guaranteed that the potential customer who clicks on their ad has a keen interest in the product portrayed in the advert.
The advertiser need not be a winning author to write a great pay per click advert. In fact, the person looking to advertise with pay per click adverts may use a company who writes and manages the entire campaign for them. This usually does not cost much more than the pay per click advertising itself and can be best for those who are worried about their grammar or spelling. Many of these companies that offer to do the adverts for you will also guarantee a certain ranking among the search engines.
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