pay per click

Most of us prefer 'Google' search engine for searching information about a topic .After entering query in query box, you press “Enter” key. Within few seconds you get results. Sometimes in results, one can see something highlighted above results, called “sponsored links” & in right side of results page also. These are ads relevant to search query specified by user. Let’s consider e.g. A person enters query “air ticket booking” for search. Then in results offered by Google, will have sponsored links related to Airlines companies.
These sponsored links are created & maintained under a new kind of internet advertising called as “Pay Per Click” (also after termed as ‘PPC’). As per Wikipedia, Pay Per Click is defined as “an advertising model used on search engines, advertising networks, content websites/blogs, where advertisers only pay when user actually clicks on ad to visit the advertiser's website”.
The Pay Per Click advertising is keyword based. As per Wikipedia a ‘keyword’ can be defined as “the search term entered on search engine’s query box “. In simple words, “keyword is word/phrase entered in a search engine to find information, products/ services online”. A search engine is “A website with primary function of providing a search engine for gathering & reporting information available on Internet/portion of Internet”. Advertisers select & bid on keywords that are relevant to their products/services. These advertisers are called as ‘Pay Per Click Professional’.
The Term Pay Per Click is part of “Search Engine Marketing” on internet. While many companies exist in this space, Google AdWords, Yahoo Search Marketing & Microsoft adCenter are largest network operators as of 2007.Now a days, apart from traditional mediums, internet is used by businesses for generating leads online. The mode of payment practiced in Pay Per Click, is based on number of clicks received by an ad. In Pay Per Click, Ad sponsor pays only for number of clicks received not for impressions (number of times ad displayed) of ad. This feature makes Pay Per Click stand apart, in comparison with traditional mediums. In short, bill charged to ad sponsor is reasonable as billing amount is directly proportional to his ROI (return on investments). That’s why Pay Per Click is getting popular day by day.
The Pay Per Click model is result oriented & used for business generation with reasonable investment. It is widely used by websites with content of shopping, travel, financial services.Here are some of fields where Pay Per Click is used for online business generation, includes Apparel & Garments, healthcare, Cosmetics, financial products & services, banking, Electronics appliances, Sports accessories & Travel ticket booking.
In India, Pay Per Click advertising is not currently in vogue like traditional advertising in TV, newspaper, street banners. Reason????? Simple; majority of Indian population still prefers physical transaction when it comes to purchase of goods or services. But as per industry experts, one can expect rapid growth in population of internet users in upcoming years. Till then, let’s keep our fingers cross….