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PPC keyword

Pay-Per-Click Advertising is sometimes also called Search Engine Advertising because the ads are delivered after a user types in a keyword in the search field of a search engine. Selecting relevant PPC keywords is a crucial part of an overall PPC Advertising campaign.

There are more aspects to making a PPC campaign successful than just the selection of ideal keywords. Google™ – probably the most popular PPC provider – has a program that makes the allocation of advertising space dependent on different criteria: Google AdWords™. Not only do you, as the advertiser, have the opportunity to specify for each PPC keyword a price you are willing to pay per click, but you also state how much budget you want to spend each day. Your ad is displayed only if you are the highest bidder and as long as you have a daily budget available. In addition, a quality factor is important for Google AdWords™. Quality is determined for each PPC keyword and includes the relevance of the ad text, the quality of the landing page and the CTR (Click-Through-Rate, the success of the ad). A high quality score lowers the price for that particular PPC keyword.

The correct choice of PPC keywords

Thus, the aim is to create a set of relevant PPC keywords and optimize them daily for price, the quality factor and conversion. This is based on a detailed analysis of PPC activities. Only with this the budget can be used effectively.