How Does Pay Per Click Work?
Pay Per Click, also known as paid search, is a search engine Internet advertising strategy that can drive qualified traffic to your website. Your business can advertise on search engine results pages by bidding on targeted keywords. The higher your bid, and the higher your "Quality Score" or "quality index," the higher your ad will appear in the results. You pay only when someone clicks on your ad. Pay Per Click is a very flexible method of search engine advertising, allowing you to set the daily or weekly budgets and control when to pause or resume campaigns.
Pay Per Click ads must follow the specific search engine's guidelines. Ads consist of a headline, brief description and the URL. When someone clicks on your Pay Per Click ad, they are brought to what is called a landing page. This landing page is where you can go into detail about your offer, product or service, and encourage the visitor to "take the next step."
What is the Quality Score?
If you want to appear in Google's search results, Quality Score is an essential factor to consider in your paid search campaign. Without a good Quality Score an ad may not receive desirable placement, and may even be deemed ineligible for auction.
Quality Score is Google's way of measuring the quality and relevance of your ads and ensuring a positive experience for users. Google determines an ad's Quality Score by reviewing the targeted keywords, ad copy and landing page. Among the factors Google looks at are:
- The keyword must be relevant to the ad copy
- The keyword and the ad copy must be relevant to the landing page
- The landing page must be quick to load, have relevant meta tags and copy, include a limited number of links to other pages of the website, such as the home page, privacy policy or contact us.
What is the Quality Index?
Like the Quality Score, Yahoo!'s quality index measures the relevance of a PPC ad. It takes into account:
- The ad's expected performance as determined by Yahoo!'s ranking algorithms
- The ad's clickthrough rate relative to its page position and the ads it appears with
Prime Visibility Pay Per Click Account Management Services
Prime Visibility offers complete Pay Per Click account management services. Our team has been recognized by Google, Yahoo! and Microsoft as experts in their field, and our proprietary Pay Per Click management software has allowed are team to take paid search to an even higher level. To learn more about how Pay Per Click works, please contact us, request a Pay Per Click management software trial or watch the demo today.
