Infogaze Technology

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Social Media Optimization | Pay Per Click

SMO/PPC

SMO

Social media optimization (SMO) refers to the use of a number of social media platforms  to generate publicity to increase the awareness of a product, brand or event or a person.  Types of social media involved include social networking sites, such as facebook,Twitter,  LinkediN and video and blogging sites ,RSS feeds, social news and bookmarking sites.  The goal is to generate traffic and build awareness for a website by sharing it across  social media and networking sites.

Social media optimization is becoming imperative for search engine optimization, as search engines are relying on the recommendations of users of social networks such as Facebook, Twitter, and Google+ to rank pages in the search engine result pages. The implication is that evrytime a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines could use such votes accordingly to properly rank websites in search engine results pages. Primarily, SMO focuses on driving traffic from sources other than search engines, although improved search ranking is also an advantage of successful social media optimization.

Social media optimization is in many ways connected to the technique of viral marketing where word of mouth is created through the use of networking in social bookmarking, video and photo sharing websites.Also, by following social trends and utilizing alternative social networks, websites can retain existing followers while also attracting new ones. This allows businesses to build an online following and presence, all linking back to the company's website for increased traffic.

Social media optimization is considered an integral part of an online reputation management (ORM) or search engine reputation management (SERM) strategy for organizations or individuals who care about their online presence.

Now a days Social media optimization is not limited to marketing and brand building but also strtegically utilised by businesses as a part of  their knowledge management strategy (i.e., product/service development, recruiting, employee engagement and turnover, brand building, customer satisfaction and relations, business development and more.

PPC
Pay per click (PPC) (also called cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the a website owner when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that have agreed to show ads. This approach differs from the "pay per impression" methods used in Facebook, television and newspaper advertising. Similar to the pay per click model which often uses a bidding system, with the online pay per impression method, advertisers bid how much they are willing to spend for their ad to show up 1000 times.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC implements the so-called affiliate model, that provides purchase opportunities wherever people may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-for-performance model: If an affiliate does not generate sales, it represents no cost to the merchant. Variations include banner exchange, pay-per-click, and revenue sharing programs.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.

Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter used to be the three largest network operators, and all three operate under a bid-based model.On December 4, 2009, Yahoo and Microsoft signed a deal to join forces in the search space. In 2010, Yahoo and Microsoft launched their combined effort against Google and Microsoft's Bing began to be the search engine that Yahoo used to provide its search results.Since they joined forces, their PPC platform was renamed AdCenter. Their combined network of third party sites that allow AdCenter ads to populate banner and text ads on their site is called BingAds.

The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.

 

 

 

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