PPC Advertising is sold and delivered on the basis of keywords by all the Advertising Search Engines. Keywords are the phrases or queries that the internet users search for on the search engines to get their desired information. The keywords that the PPC ad campaign uses can be more than a single word in length.

1. Measuring Search Engines Advertising campaigns
Advertising Search Engines provides the best means of placing the PPC Advertising on the
internet which will attract many eyeballs for sure. This opportunity of presenting consumers with
the PPC advertisements tailored to meet their immediate buying interests encourages consumers
to click on search ads instead of unpaid search results, which are often less relevant and
appealing. By smart and innovative way of advertisement designs all the customers tend to click
on the ads thus driving higher traffic and revenues to the publishers.
This PPC Advertising is sold and delivered on the basis of keywords by all the Advertising
Search Engines. Keywords are the phrases or queries that the internet users search for on the
search engines to get their desired information. The keywords that the PPC ad campaign uses can
be more than a single word in length. The Advertising Search Engines conduct running
auctions to sell ads according to the bids received for keywords and relative relevance of user
keywords to ads in the account. However, some keywords are more expensive and some are
offered at a very low price based on their demand for the internet users. Also, Profit potential of
the keywords also takes into account for the bids made on ads that advertisers want to display
when the keywords are searched by the user.
All these bidding and selling of PPC Advertising on the Advertising Search Engines is
measured using five different parameters. The advertisers have to pay according to the type of
paying options they choose to pay the publishers. Let’s see here at all the five of them.
Cost Per Click (CPC):
CPC or Cost Per Click is an Internet advertising model used to direct traffic to websites, where
advertisers pay the publisher when the particular ad is clicked. Advertising Search Engines
offers advertisers to typically bid on keyword phrases relevant to their target market. However,
content sites generally charge a fixed price per click rather than use a bidding system. In

2. traditional marketing, CPC was viewed as a one way process of reaching target audiences
through means such as direct mail, radio ads and television ads whereas of now two way contacts
are possible through web based chat, Internet based calls, call back requests or mailing list sign
ups and more.
Cost Per Action (CPA):
CPA or Cost Per Action is an online advertising pricing model, where the advertiser pays for
each specified action linked to the advertisement. The CPA can be determined by different
factors, depending where the online advertising inventory is being purchased. Affiliate
networks operate on a CPA basis. CPA systems function most effectively when sales cycles are
short and easily tracked. Longer sales cycles and sales requiring multiple customer contacts can
be difficult to track, leading to reluctance by publishers to participate in CPA programs beyond
initial lead generation.
Cost Per Mille (CPM):
Cost Per Mille or CPM also called as Cost Per Thousand is a commonly used measurement
in advertising like TV, Radio and Online advertising. CPM remains the most common method
for pricing banner ads.
Click Through Rate (CTR):
CTR or Click Through Rate is a way of measuring the success of an online advertising campaign
for a particular website as well as the effectiveness of an email campaign. It measures the
number of times an ad is clicked as a percentage of views of the Web page on which the ad
appears.
Total Minutes (TM):

3. Total Minutes or TM is a metric used by net ratings to measure the total time spent on a Web
page rather than the number of Web page views.
Certainly, PPC Advertising campaigns can produce immediate results by driving maximum
traffic in less time and thus adding up to the revenues.