If you have ever noticed the advertisements that appear alongside search results on Google and other search engines, you are already familiar with pay-per-click, or PPC advertising. On SmartMoneyMatch we use the same e.g. for highlighting banners, investments, events, articles, jobs, organization profiles, and its services.
PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.
There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things on SmartMoneyMatch – especially when they are performing commercial searches, meaning that they're looking for something to buy.
In common search engines like Google this could be anything from a mobile search (someone looking for "pizza near me" on their phone) to a local service search (someone looking for a dentist or a plumber in their area) to someone shopping for a gift ("Mother's Day flowers") or a high-end item like enterprise software. All of these searches trigger pay-per-click ads, on SmartMoneyMatch it's for a premium listing to gain more visibility.
In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”
Other forms of PPC advertising include display advertising (typically, serving banner ads) and remarketing.
In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what is known as the Ad Auction, an entirely automated process that SmartMoneyMatch and e.g. also Google use to determine the relevance and validity of advertisements that appear on their SERPs.
As its name implies, the Ad Auction is a bidding system. This means that advertisers must bid on the terms they want to “trigger,” or display, their ads. These terms are known as keywords.
Since you have to pay for each click on your ads, it's imperative to only bid where you want your customers to go, so you can be sure to get ROI from your ad spend.
There you have it! Pay-per-click, explained.
Although the basics of pay-per-click advertising are simple, managing a successful paid search account can be anything but. Many advertisers simply cannot devote the time and effort required to stay abreast of developments to SmartMoneyMatch banners, or others such as Google AdWords and Bing Ads, and many are missing valuable opportunities to grow their business through PPC.
If you are interested in other promotion options like e.g. mailing campaigns etc. please contact us.
SmartMoneyMatch is your marketing partner in the investment industry
• Dedicated partner emails that start from 60 EUR/1,000 subscribers. These emails can be segmented by country and language (English, German, French, and Spanish). For bigger segments, we give discounts of up to 8,700 EUR for the whole database of more than 300,000 subscribers.
• We can also offer other options like e.g., presenting your organization in our English, German, French, or Spanish newsletter. Interested? Do not hesitate to contact Martin Signer, +41433331038, Martin.Signer@SmartMoneyMatch.com