With the arrival of PPC advertising, a whole new industry providing services for PPC advertisers has come up. A new breed of consultants providing a range of services right from keyword optimization to copywriting have been working to push the PPC model ahead of other Internet advertising models like banners, pay-per-impressions, pop-ups, etc.
PPC services are a billion industry in size, and with 85% of Internet users using search engines to locate products, the significance of this industry can be understood. With the introduction of Adwords by Google, a new marketing definition, SEM, Search Engine Marketing, a legal activity that brings traffic from a search engine to another website has entered the marketing lexicon. Adwords was followed by Yahoo Search Marketing, previously known as Overture and other Tier 2 portals. A club of big businesses like CNN also provides this service.
There are numerous websites offering PPC advertising services in the net. The range of services includes keyword optimization, copywriting of the advertisement, tracking tools to measure the success rate and positioning with the search portals. Among them, some of the important sites are ePilot, eSpotting (now www.miva.com), Kanoodle, etc. They claim maximum returns on investment, higher CTRs, better conversion rates, etc.
These sites operate by registering a customer by a certain minimum registration charge and through the regular process of PPC place the advertisements in the major search portals that they have partnered with. The charges may start from as low as $15 onwards. As is with any other form of advertisement, contents of the advertisement to capture the eyeballs in a few seconds is as important in PPC advertising. Hence these Search Engine Optimizing (SEO) consultants copy write the advertisement with particular attention to the title and content. They also match the advertisement with website content development-like navigation features, descriptions of product/service features, easy buying experience for the buyers, etc.
Other than the above-mentioned services, they also provide specialized services like tracking the customer according to the geographical location and fraud management. Localization advertisements target the area where the advertiser wants the services to be reached i.e. the software tool recognizes the cities, towns, etc. Fraud management services include tracking the unique IP number of the user who clicks through the advertisement and helps preventing the counting of multi-clicking, if the same user clicks through repeatedly.