Pay Per Click

“To succeed in the Internet age, North American retailers need to embrace new ways of doing business” writes Dana Flavelle in the Toronto Star, covering the annual convention of the Canadian retail industry.

“They’re surfing the web and finding the product they want at the price they’re willing to pay before even entering a store” said Dan O’Connor, president and chief executive officer of RetailNet Group, a Waltham, Mass.-based consulting firm.

Are they finding your site when they search for products and services you sell? With more than 2 billion websites on the internet, it is no longer sufficient to build it and hope they will come.
Pay Per Click (PPC) advertising is an effective way to drive qualified prospects to your website to increase sales. The PPC message, or ad, is typically shown at the top or to the right of natural, or “organic”, search results on the first page.

The PPC ad display is free, you only pay when visitors click on the ad, hence the name Pay-Per-Click. The ad, consisting of a title, a short bit of text, and a link to the site, is displayed when the selected keywords are used in searches. The price of the click is determined by an auction system, based on what advertisers are willing to bid.

Michael Bickerton, Raven5 Ltd, June 2010

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