Pay per click (PPC) Advertising
Pay per click (PPC) is an advertising model used on search engines such as Google, where advertisers only pay when a user actually clicks on an ad to visit the advertiser’s website.
Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click.
When a user searches Google’s search engine, adverts for relevant words are shown as “sponsored links” on the right side of the screen, and sometimes above the main search results.
The ordering of the paid listings depends on other advertisers’ bids (PPC) and the “quality score” of all ads shown for a given search. The quality score is calculated by historical click-through rates and the relevance of an advertiser’s ad text and keywords, as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser’s keywords. The precise formula and meaning of relevance and its definition is in part secret to Google and whose parameters can be dynamically changed.
The auction mechanism that determines the order of the ads has been called a “generalized second price” auction.
For more information on what Pay Per Click advertising can do for your business, contact Europa Studio.
What is Accessibility?
The goal of website accessibility is to make web content accessible to all people, independent of their platform or any disabilities they have. This means ensuring that websites are available to every device: from Palm Pilots and web-enabled mobile phones to screen readers, text browsers, and alternative browsers and devices.
Accessibility is finely linked with Search Engine Optimisation because such practices (such as separating style from content, minimizing obtrusive JavaScript, and streamlining code) allow search engines to more easily spider, index, and rank web pages.
It may be useful to think of search engines as users with substantial constraints: they can’t read text in images, can’t interpret JavaScript or applets, and can’t ‘view’ many other kinds of multimedia content. These are the types of problems that accessibility is supposed to solve in the first place.
At Europa Studio, we follow best practices for accessibility. Our sites are designed to be accessible to blind and deaf users as well as those who view websites via text-only browsers. As a result, you can expect better traffic from Google.
For more information on accessibility, please contact us.