PPC is the abbreviation of Pay-Per-Click, which is a form of Internet Marketing where the advertiser, pays a fee every time a user clicks on their advertisement and visits their website. While some PPC campaigns maybe available for pennies, others are very costly and that is why PPC campaigns are one of the costliest methods of Internet Marketing. The price and the affordability of a PPC campaign depends upon the bidding price of each keyword that the advertiser selects. Keywords are divided into two types, short form and long form, and each one comes with its own pros and cons.
While short tail keywords are the most searched for and sought after, they are the most competitive and costly as well. Long tail keywords on the other hand are less competitive and are therefore cheaper to bid on. In terms of conversion, it has been proved time and again that long tail keywords convert better in terms of search engine results and e-commerce. The driving reason behind this being, that people having the patience to type long searches are known to be more inquisitive to purchase an item, when compared to people who search by only typing short phrases or one keyword. Considering the above fact, it is well understood as to why short tail keywords are costlier when compared to long tail keywords.
The bidding price of a particular keyword depends upon a multitude of factors, which include the competition, desirability, search results, density and many more. The higher the search competition, the higher is the bidding price of the keyword.