Introduction of a product is very important for companies. Companies should find a way to show their products to the target consumers. Also, consumers want to know what are the current products in the markets. Namely, a bridge is required which connects companies and consumers to the each other. Advertisements are an effective way for this aim. While advertisements give a chance to the companies to present their products in front of the consumers, consumers can aware of new products on the market thanks to advertisements. As a result, advertisements are important for both consumers and companies.Advertisements play a significant role for consumers to get to know the products and compare the products. To begin with, thanks to advertisements, customers can have information about products they have never seen before. To illustrate, before the advertisements regarding 3G modems a few people knew them in Turkey, despite of the fact that it is very common in Europe. However, thanks to advertisements few people are unaware of them in today in our country. Moreover, there has been a sharply increase in the selling of these modems after the 3G advertisements. Another example is “Internet shopping”. Internet shopping were not preferred very much in Turkey just five years ago. However, such is not the case in today. Internet shopping was tried to be common via advertisements which seems TVs, internet and street billboard and it reached its purpose. Some internet shopping sites such as “markafoni” and “gittigidiyor” are getting and getting more popular in Turkey. Unless they were presented to people via advertisements, they could not be such popular today because there is no an alternative way for people to know these products. Second benefit of advertisements for consumers is that consumers can compare the similar products they see in advertisements. In today, a same product is produced by many companies. Therefore, people cannot make a decision about which one is better. People can compare the just prices of the products. For instance, there are lots of detergent labels in markets. People can compare the just prices of the products. They cannot understand which one is more appropriate for them. Since the critical features of products are indicated in advertisements, customers do not struggle to choose one of them. People can compare them easily. Most advertisements explain the strongest side of products such as “the x detergent is more useful for whites”.Advertisements are also important for companies since advertisement are the platform where consumers and manufacturers meet. Moreover, advertisements bring about the competition among the companies. Firstly, companies can introduce their products to people via advertisements. There is not another way which is such effective to introduce. Since consumers see the products in advertisements firstly, more effective advertisements mean more sales that is more profit. Whyte claims that a manufacturer wants to improve a product, there are two things to do: either the material properties are changed or the way consumers respond to it is changed. Advertising is effective in the second way. It usually reaches the success. (Whyte, 2007, para.8) Another effect of advertisements for companies is that producing a useful product is not enough unless it is presented well. Companies which are aware of this fact start to give more importance to the advertisements. To illustrate, according to Jupiter Research: “Total advertiser spending on mobile messaging and display ads will grow from $1.4 billion in 2006 to $2.9 billion in 2011.” ( Jupiter Research, 2006) Secondly, since there is a big competition between companies that produce similar products, the importance of advertisements increases for them. Customers can be influenced by effective advertisements. Mcgee asserts that companies might struggle to sell their products unless people know the products. Therefore, if the product can be introduced well, more people will be attracted and it will be easier to earn money from this product. (Mcgee, 2010, para.2) Furthermore, companies competing with each other can show bad sides of the products of other companies by obeying ethic rules. For instance, a soap label can explain which chemicals are used and these are not used by other labels. Thereby, this competition results with producing of better goods.To sum up, although people are not aware of the significance of advertisements so much, they have an important place in our daily life. For instance, the name of the football league in Turkey is “Turkcell Super League”. Everyone says the name of a GSM label continuously. People starts to be familiar with this label. Namely, not only consumers but also companies benefit from advertisements.
Today competition is fierce online and it’s very easy to get carried away with all forms of advertising from banner ads to solo ads. Before you know it your advertising budget (if you have one) is blown, your return on investment can’t be measured and your profit margins have taken a serious dip.So how do you know if your advertising efforts are being maximised and reaching the right target audience?Well one of the most affordable, consumer targeted and cost effective forms of on-line advertising is Pay Per Click search engine advertising. Pay Per Click (PPC) advertising is a huge business that by 2012 is expected to top $11 billion dollars in revenue.In its simplest form, Pay Per Click is about producing leads, generating prospects and as a result connecting potential buyers with specific and relevant websites that will provide them with the product or service they are looking for.To capitalize on this, a good website that is meaningful and has quality information or the right products is essential to successful PPC advertising. Regrettably this element is often left unchecked by many website owners, not realizing that potential purchasers are more likely to buy products or services from a web site that provides them with the relevant goods or services they were searching for in the first place.One of the main benefits of Pay Per Click advertising is that it provides qualified and motivated traffic to your website. Users that click on a PPC ad are those in search of a particular product or service. To a great degree this filters out unnecessary clicks from non-prospective buyers therefore saving your advertising dollars from being wasted promoting to large groups of people who aren’t in the market for your goods and services.Unlike other forms of advertisement that adopts the scatter gun effect by advertising to everybody hoping that the ad will be seen by interested people, Pay Per Click advertising can be very specific. Also, as an added benefit, PPC is possibly the fastest way to get a return on your investment. A campaign that goes live can start producing results within minutes, followed by click throughs and ultimately sales.The whole process of PPC is structured around keywords. To set the price of a specific keyword a bidding process is used. Generally the budget for PPC advertising can be as low as $50 ranging up to a possible $100,000 depending on the amount of keywords used. The price of any keyword can escalate immensely within minutes as more and more sites bid for the same keyword.Pay Per Click ads are placed along relevant search engine results. The highest bid for a specific keyword or phrase is awarded the top spot on the results page. The second highest gets second place and so on.Getting top placement naturally provides greater opportunity for a PPC ad to get clicked on by a motivated searcher.A successful PPC campaign involves three core disciplines which need to be adhered to in order to have a successful campaign.# A continual monitoring of the advert spend.# Analysis and refinement of the advert response to ensure the maximum click through rate is achieved at all times.# Management of the campaign to ensure that your PPC advertising results in good profits. It’s not enough to break even.PPC advertising makes it possible for you to monitor the productivity of each ad and switch off any ad that is no longer performing at its best, thus providing the most economical way to advertise your goods or services on the internet.The cost in PPC advertising is dictated by the number of clicks made on a particular ad. The number of clicks made on a particular PPC ad is subtracted from the initial business outlay to a search engine company. Therefore to minimize cost and maximize ROI, a business needs to regularly monitor its advertising campaign.Many businesses fail to get the most out of their PPC campaigns believing it is merely a matter of bidding the highest on their selected keywords or phrases, getting to the top of the results page and making a sale.However, quality information and relevant products or services are key to converting your advertising budget into sales revenue.Providing prospects with relevant information will help foster a longer term relationship with them that will more likely result in new and further sales.By providing follow up information to your prospects in the form of a newsletter or email you can create spin off sales that will often be more than enough to offset the costs of any campaign, and if used to full advantage can dwarf the initial sales completely.PPC advertising is a continuous process that requires hands on supervision and a thorough understanding of PPC search engines. Businesses may opt to hire the services of a professional or carry out PPC advertising with in-house experts.However, knowledge is the key to running a successful campaign and this is quite often in the form of quality e-books, guides and free information.Whatever course of action is selected, a business is sure to get a huge return on investment with PPC advertising.