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What is PPC?

Often also referred to as cost per click or pay-per-click, PPC is a method of advertising to specifically direct traffic toward a website. Essentially, this type of marketing requires that the website owner or business owner pay each time the advertisement itself is clicked. It is one of the most commonly used methods of driving more traffic to a page.


How Does PPC Work?

To make use of PPC, website owners will need to choose which search engine they wish to work with specifically. Most commonly in today’s world, that would be Google. With this engine, the advertising method is called Google Adwords, which will be discussed in detail later.
Overall, the process of using pay-per-click advertising works with a basic formula:

  • Keyword research; finding keywords most profitable to their business.
  • Setting up the campaign and optimising for success.
  • Track conversion rates and review performance.
  • Make adjustments, increasing conversions and lowering cost per click

Usually, users will bid on how much they want to spend for their advertisements or marketing plans. However, with some types of content sites, the expense will be a fixed price based on how the site itself is set up.

The PPC ads created for the user will only be displayed on websites that have agreed to show advertisements. Whether the ads are sponsored links, banners, or other types, they will always be approved for the display site itself. This avoids any issues of unethical behavior.

Google Adwords Specifically

Of course, since Google is the most powerful search engine currently on the web, its PPC option is considered one of the best to choose. Called Google Adwords, this extremely useful tool can allow customers to advertise specifically within the Google search engine as well as in other Google products, like Gmail. There are numerous advantages to choosing this method of PPC advertising, including:

  • Access to use of analytical software in conjunction with the advertising for more successful marketing plans.
  • Tools that completely control accountability for all advertisements created.
  • Flexibility in budget to work for any size business or website owner.
  • Immediate results.
  • Complete customization of keywords and advertisements.

Driving More Traffic to the Site

Numerous site owners have trouble understanding the importance of using Adwords instead of simply depending on search engines to draw in traffic. However, there are important things to keep in mind.
To begin with, the vast majority of people who use search engines to find a company will not use the business name. Instead, they will search for topics and locations. Even if a business appears in search engines, it may not rank high enough to get noticed through these generic type searches.
When a business does use Google Adwords, they can ensure that their business will show up in an advertisement or sponsored story so that more traffic will reach it immediately. This type of advertisement is much more likely to drive in traffic than depending specifically on search engine rankings.
Google Adwords depends specifically on an efficient campaign, however. Business owners need to use all of the tools available so that they can reach the right types of potential customers. Ideally, the tool will be used in conjunction with Google Analytics to better understand who is searching, what they are searching, and how often they are clicking on advertisements.
In today’s age of technology, almost any company should be dependent on some type of web presence. However, being online specifically is no longer enough. Now, businesses will need to reach more potential customers by using advertising like PPC. This method doesn’t require business owners to pay an upfront fee but instead a charge each time searchers actually click on the advertisements and reach the specific page. This can help drive more traffic to a website as well as convert more of that traffic into sales.

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