What is pay-per-click (PPC)?
pay-per-click or PPC is paid advertising in Search Engines. Advertisers pay the Search Engine each time a searcher clicks on their displayed advertisement or sponsored link. Since the advertiser pays the Search Engine for “each” click, the averaged cost of clicks in PPC is called “Cost-Per-Click” or CPC.

Using a system of bidding provided by each Search Engine, the advertisers can choose to have ads listed higher or lower for a keyword, depending upon how much they are willing to spend per click and the amount of traffic they want. Higher the paid listing on the search engine result pages (SERP), higher is the Cost-Per-Click.

PPC – an Effective Search Engine Marketing Vehicle

PPC as a marketing vehicle has certain unique features, no other form of online promotion can match:

• Definite: PPC is instant form of marketing, specific countries; cities and languages can be targeted.


• Controlled Cost and Traffic: The definite nature of PPC allows traffic and cost to be controlled to exact figures as per business models, budgets, sales handling, and growth plans.


• Flexible: Changes can be made to the campaign depending on the current business needs instantly.


• Low Risk: PPC is not Search Engine Algorithm dependent and is guarded against any changes that might happen in Search Engine Algorithms.

In short, PPC programs let you choose the keywords you want to advertise on, the amount you want to spend per click, the message you want to send out, the cities/countries/languages you want to target and you only pay if you get visitors!

Why Baseline Development?
Effective PPC management involves a concentrated effort, initial research, ROI calculation etc. for making the PPC Campaign successful.

Baseline Development specializes in addressing the various facets of a PPC program viz. - Managing ad campaigns, selecting the right keywords and setting the right bid to ensure not only a high click through rate, but also ensures high conversion rate. We analyze the needs of the visitor and recommend changes in the landing pages for maximum conversions.

The most crucial aspect of a PPC campaign is that once a thorough initial research is completed and the campaign is setup, one constantly needs to monitor and make changes to derive the maximum ROI over PPC campaign duration.

We at Baseline Development have developed a comprehensive PPC program that focuses on leveraging the four most important metrics of a PPC Campaign, namely:

1. Focused Traffic
2. Bid Rates
3. High Click Through Rate
4. High Conversion Rate

A combination of these four metrics helps our client significantly improve the overall ROI of the PPC campaign.

Request a free quote now, to see how Baseline Development can help you significantly improve the ROI for your PPC campaign.