 
Quick & Dirty Checklist for a Successful Online Ad
Your Ad Should:
- Possess an attention-getting, benefit driven headline
- Provide a statement of unique value
- Present an unbeatable offer
- Have a clear & specific call to action
- Offer an easy way to respond
Examples of CPC in Search
Google
adCenter (MSN)
Yahoo
What is Cost-Per-Click?
Cost-Per-Click (CPC), also sometimes referred to as Pay-Per-Click (PPC) or Sponsored listings, is an online advertising program that allows participants to bid on a custom set of key words to help drive more traffic to their website. Once a CPC ad is set up, the advertisement appears in a special section of the search results page (usually highlighted near the top or on the right of the page). The ad may appear as many times as the selected keywords are searched on, but the participant only pays for the number of times a searcher clicks on the participant’s ad (hence you are paying for the “click” on the ad).
What are Some Benefits of CPC Advertising?
- You pick keywords that you believe your target market would type into a search engine to find your website.
- You set your own CPC by making bids for your interested keywords.
- You pay only when people click on your ad that sends them to your website!
- You can quickly build visibility in the search engines you participate in.
- Can become a long-term advertising strategy.
Things to Consider
- CPC can increase marketing spend significantly if not properly managed.
- Multiple options and many players to consider – not a single solution available.
- Competitive keywords can be expensive for a good listing.
- Can take significant time to manage as campaigns increase in number.
|