Pay Per Click Advertising what, why and who uses?

A70, 2nd Floor, Main Road
Kalkaji, New Delhi ­ 110019
Phone: +91­11­4076­8827 / +91­965­4072­570
Email: help@eCaps.net / Website: http://www.eCaps.net
Pay Per Click Advertising
what, why and who uses?
Prepared By: Mrinal Bohra
Confidential Document 1

Purpose of Proposal
If you are running a business, you might heard about Pay per click advertising which return more
than 300 percent or even higher with this form of advertisement. The sole purpose of this
document is to make you aware that if you own a business, you should advertise on this form of
Online advertisement i.e. Pay­Per­click Model.
What is Pay Per Click Advertisement:
Pay Per Click advertising is the practice of creating adverts using specific "keywords" or
"keyphrases" to attract just the right kind of interested site visitor to your website. Whether your
website is a commercial business site or it is a non­commercial site of any nature.
A sound, well thought out and well executed Pay Per Click (PPC) campaign will deliver for you
the visitors you want who are already pre­selected to ensure they have a genuine need or
interest in your product. This means of course, "visitor traffic" for "traffic's" sake is a wasted
effort. You or your organization want visitors who want or are interested in your product.
"Conversion" is the subject of converting site visitors into buyers, customers and clients of your
products or services. It can also be the converting of website visitors into followers or adherents
or supporters of a blog, social campaign, and various other non­commercial websites by
content.
Who clicks these ads?
Often many people are skeptical of how so many ads on Google are clicked. Some comments
express confusion on how industries pay billions for PPC ads when many individuals purport that
they themselves never click PPC ads, or don't even see such ads.
We've discovered that oftentimes, people do not realize that they may be clicking PPC ads.
Google continues to give increasingly more prime SERP real­estate to PPC ads. These ads are
often so well camouflaged with natural results, that many users may not recognize the
difference.
What we can do you for you:
eCaps Internet Solutions is thoroughly conversant with the entire highly varied range of
techniques and technologies that make up the PPC campaign package. And, results and
Confidential Document 2

successes are our game. We detail and manage all the aspects of creating and maintaining a
successful PPC campaign. Keywords, being a crucial PPC technology component of any PPC
goals, strategy, and campaign, get specific and expert attention.
Services such as Google Adwords are thoroughly employed as part of PPC Management. You
can be sure that eCaps Internet Solutions will deliver for your website and business, all the
reward of a professional PPC marketing and promotional campaign.
Our Approach:
Keywords are a critical factor of PPC advertising. So as part of eCaps Internet Solutions
approach, eCaps Internet Solutions makes sure to inform clients that their particular keywords
and keyphrases can be tested using Pay Per Click. In this way, eCaps Internet Solutions
approach includes functions of "test marketing," to the benefit of the client and their website.
Our approach to PPC marketing involves an iterative (a repeating cycle), of activity that begins
with a test of the first analytically derived keywords for the site. eCaps Internet Solutions derives
those first keywords, and examines and tests all subsequent keywords, too. By a careful
monitoring of all keywords involved in the PPC strategy and the overall SEO and Social strategy,
real traffic response is detailed and any relevant "conversion" or even, excitement about a
product or the entire website itself, are all recorded and reported in any strategy or policy
consultation.
And with the crucial and initial PPC results gathered, analysed and made into a workable, viable
investment (increasing the amount of actual SEO to what is actually required to obtain high or
highest placing in "organic search result listing"), eCaps Internet Solutions do a final test using
the Adwords system to verify "impressions," meaning, how many times was the advert actually
viewed by a live person. Such PPC initial "test marketing" proves or disproves the viability of any
suggested or selected keywords. This is the kind of efficiency of action and consequence which
eCaps Internet Solutions aims at with the eCaps Internet Solutions approach.
Calculation of the Keyword’s expected cost per click [CPC]:
To calculate the example keyword CPCs, we use Google's Keyword Tool and set the targeting
options to US or some other location ­ according to requirement while setting the preferred
language as English. Next we set the keyword match type to broad.
The resulting CPC was the estimated price for the top spot. If these CPCs look higher than what
you are use to, you are probably targeting a different location, different language, different match
types, or are not targeting the top spot. Cost­Per­Clicks for the top PPC spot can be significantly
Confidential Document 3

more expensive than CPCs for the second or third spots.
Who should use PPC Advertising: Any kind of business can take advantage of the
opportunities provided by Pay­Per­Click Marketing which is a great option for all businesses. We
have categorized in four categories and listed below:
1. Business with a goal of acquiring high customer lifetime values: Some industries
can afford to spend quite a bit acquiring new leads and customers because the lifetime
value of a new client is so high. Consider following:
●
●
●
Dentists, doctors, etc. – When a doctor acquires a new client, they can
potentially be worth thousands or even tens of thousands of dollars over the
course of many years, especially if they go on to refer more clients.
Colleges & online degree programs – Universities spend a lot on PPC
because a new student is worth a lot over the course of his/her education. The
same applies for other types of training programs.
Cable and Internet providers, utilities – People tend to stick with one provider
of phone, cable, or Internet service and pay that monthly bill for a long time. Any
recurring service (subscription­based software, for example) could fit the same
model.
2. Business with a goal of acquiring high margin: Sometimes it’s not about “lifetime
value” so much as the high margins on a single purchase. Think relatively big ticket items
like:
●
●
●
●
●
Lawyers – A lawyer can make a lot of money off a single case, which is why
keywords like “personal injury lawyer” are so expensive – even if that client only
needs your services for the one lawsuit, the margins can be very high.
Repair jobs – Some kinds of home repair can be very expensive (roof repair,
new pipes, etc.), so catching someone who needs this kind of work done can be
a big win.
Computer equipment – Servers, copiers, etc.
Home Appliances – These days people usually comparison­shop online before
buying something like a washer and dryer. Same goes for purchases like
mattresses and large furniture.
Cars – Car franchises have a lot of success with geo­targeted PPC.
Confidential Document 4

3. Businesses who sell uncommon Products: ften people use search engines to find
weird items that aren’t carried in many brick and mortar stores, such as unusual hobby
supplies or rare records.
4. Seasonal or Event-Based Value: Florists love PPC because most people don’t send
flowers very often – they look for a florist at the last minute when they need to send a
floral arrangement for a funeral or an anniversary. Some other businesses that can use
PPC to attract seasonal or event­based traffic include:
●
●
●
Gift baskets
Costumes
Wedding Registries
Industry focus on Pay­Per­Click:
The top 10 industries prefer Pay­Per­Click Advertisement.
❏
❏
❏
❏
❏
❏
❏
❏
❏
❏
Finance & Insurance
Retailers & General Merchandise
Travel & Tourism
Jobs & Education
Home & Garden
Computer & Consumer Electronics
Vehicles
Internet & Telecommunications
Business & Industrial
Occasions & Gifts
If you own a business and considering to advertise your business
on internet, please feel free to share your requirement.
Contact Information:
Devashish Biswas
eCaps Internet Solutions
Email: devashish.biswas@eCaps.net
Mobile: +91­965­4072­570
Phone: +91­114­0768­827
Web: http://www.ecaps.net
Confidential Document 5