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Pay Per Click ManagementAre you one of the business owners who have absolutely no clue what Pay Per Click Management is or how it works? If this is the case, don’t beat yourself up – you’re in good company. Think about it. If PPC management were as simple as it is effective, there would be no need for third party consultation firms like our own to handle its complicated intricacies. Active Internet Marketing offers a cost effective way for you to make the most out of a PPC ad campaign without losing your mind (or your bank account) trying to figure it all out.

What is Pay Per Click?

If you’ve ever used a search engine like Google, Bing or Yahoo! to search for something online (and we’re placing a very safe bet that you probably have) then you’re no stranger to Pay Per Click. You know all those “related ads” that take up a portion of the search engine screen when you enter in a particular search? Those are all PPC ads, paid for by the very companies who are advertising their goods and services. As you know, advertising doesn’t come free, and neither do PPC ads – but what makes PPC different from other paid methods of advertising is that you only pay if someone clicks on your ad. The theory is, the money you pay out of pocket to drive that web surfer to your site will be well worth the investment if that surfer just so happens to make a purchase from you. Whether or not your ad appears on the search results page also has to do with the keyword that was entered into the search field to begin with. PPC relies on you selecting specific keywords that are relevant to your industry. The more popular or sought after the keyword, the more you’re likely to pay.

How is the Cost of Pay Per Click Determined?

Here’s where things get a bit tricky. There are actually two ways to determine how much money you pay whenever someone clicks an ad that drives them to your website: a flat-rate fee and a bid-based fee.

Flat-Rate PPC Fees

This is the easiest of the two options to understand. Your business pay a flat rate to the search engine each time a user clicks on your ad. Needless to say, not all ad placements go for the same amount. For example, if you’ve made arrangements with the search engine to place your ad in a prominent position, you’re going to pay much more per click than if your ad is relegated to the second, third, or twentieth search results page. This can get a bit costly, but it can also pay off big time if that ad click happens to result in a sale.

Bid-Based PPC Fees

Slightly more complex than flat-rate fees, bid-based fees let you set the maximum amount of money you’re willing to pay for the highest placement of your ad. As with the flat-rate method, the popularity of the keyword determines how much money you pay for each click from a potential customer. The great thing about bid-based PPC is that you may not always end up paying the maximum amount per click because of the innumerable variables involved. This could save you lots of money in the long run.


Confused yet? We’re not. But then again, we do this every day. AIM has a highly skilled staff of experts on board who are constantly educating and re-educating themselves on the latest developments in the Pay Per Click advertising world, all the better to serve your needs and answer questions you might not even realize you have. But far from being just a group of consultants who “know the lingo” enough to help set you up with a Pay Per Click campaign, Active Internet Marketing also goes another large extra step. We take into consideration your specific advertising budget and crunch the numbers to tell you precisely how much money it’s going to cost you to operate a particular PPC campaign. We can tell you the likelihood of achieving the kinds of results you’re looking for, and we use our proven expertise to get you the most bang for your buck – as well as the greatest visibility for your website.