PPC Advertising: Strategies and Implementation for Success

This assignment provides a detailed overview of Pay-Per-Click (PPC) advertising. It explains the core concept of PPC, where advertisers pay each time a user clicks on their online ads, also known as cost-per-click advertising. The assignment discusses the use of PPC in search engines, particularly how advertisers bid on relevant keywords. It also covers the display of advertisements (banner ads) on websites and the adoption of PPC by social networks. The assignment highlights how websites utilize PPC, displaying ads based on keyword matches, and discusses the placement of these sponsored links on search engine result pages. References to relevant patents and publications are also included, offering a comprehensive view of the subject.

Pay Per Click Advertising

 Pay Per Click refers to a type of advertising in which advertiser pay each time when a
user clicks on their online ads. Also refers as cost per click. Its basically an internet
advertising model which is used to direct traffic top the websites. Here the advertiser
pays a publisher.
 It is commonly related with the first tier search engine. With search engines advertisers
typically bid on the keyword phrases relevant to the target market.

 PPC displays advertisements also known as the banner ads and shown on the websites
with related content that have agreed to show ads' but are typically not as pay per click
advertising.
 Social networks like Facebook and twitter have also adopted the pay per click model as
one of their advertising models.
 Websites can offer PPC ads. Websites utilizing PPC will display an advertisement when
a keyboard query matches an advertisers keyword list and has been added in different
ad groups.

 Such links are sponsored links or the sponsored and also appear adjacent to, above or
beneath the organic results on the search engine result page or anywhere a web
developer chooses on a content slide.

References
Agarwal, A. and et.al., YellowPages com LLC, 2018. Methods and apparatuses for pay-
per-call advertising in mobile/wireless applications. U.S. Patent Application 10/074,110.
Altberg, E. and et.al., YellowPages com LLC, 2015. Methods and apparatuses for offline
selection of pay-per-call advertisers. U.S. Patent 9,203,974.

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