PPC Program Management

Pay Per Click (PPC) advertising is a relatively straightforward marketing tactic. There are many programs one can use to advertise her or her website, including Chikita , Google Adwords, Microsoft bCentral, and more.

PPC & You

Every website that sells a product, provides a service, looks for donations, does free giveaways, etc. fall under PPC. In one way or another everybody is using PPC systems on there website, whether you are a vendor, end user or website moneymaker.


Google AdSense is the most popular option under this category, but there are also others. Basically you need to sign up with the network and paste some code snippets on your website. The network will then serve contextual ads (either text or images) relevant to your website, and you will earn a certain amount of money for every click.
The profitability of PPC advertising depends on the general traffic levels of the website and, most importantly, on the click-through rate (CTR) and cost per click (CPC). The CTR depends on the design of the website. Ads placed above the fold or blended with content, for instance, tend to get higher CTR. The CPC, on the other hand, depends on the nice of the website. Mortgages, financial products and college education are examples of profitable niches (clicks worth a couple of dollars are not rare), while tech-related topics tend to receive a smaller CPC (sometimes as low as a couple of cents per click).

The source of the traffic can also affect the overall CTR rate. Organic traffic (traffic that comes from search engines) tends to perform well because these visitors were already looking for something, and they tend to click on ads more often. Social media traffic, on the other hand, presents terribly low CTR because these visitors are tech-savvy and they just ignore ads.
List of popular CPC advertising networks:
  • Google Adsense
  • Yahoo! Publisher Network (YPN)
  • BidVertiser
  • Chitika
  • Clicksor

Arbitrage & 'Sites made for Adsense'

Arbitrage is gaining search engine traffic through paying for keywords and then converting that traffic into outgoing PPC revenue. Meaning, you pay 10 cents for a user to hit your site, then you make 50 cents off them clicking an ad. Arbitrage and 'sites made for adsense' have been dying off in the last year or two as Google no longer sees Arbitrage as as a proper business model. Attempting to gain search engine traffic fairly (using SEO and not paying for it) will work better for your site in the long run. If you can, try to shy away from the arbitrage model for your web company.
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