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What is Pay-Per-Click Marketing?

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaignsby charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

Pay-per-click (PPC) marketing is complex, collaborative, and iterative. It attempts to satiate three distinct appetites:

  • Searchers – People click on paid search ads more often than any other form of digital advertising. They don’t mind being advertised to, but they want to be offered products that answer their questions and fulfill their needs.
  • Engines – The search engines are forced to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.
  • Advertisers – Advertisers are offered a unique means of putting their message in front of an audience who is actively seeking their product.

Identifying Keywords for Your Pay-Per-Click Marketing Campaign

Building a keyword list is a crucial part of pay-per-click business marketing, and organizing that list is equally important. You need to identify terms that will drive traffic while ensuring that those terms are relevant to your site.

Creating Keyword Groups for Pay-Per-Click Marketing

The next step is grouping these keywords for pay per click marketing. Proper keyword grouping and organization is the key topay-per-click advertising success because it provides higher Quality Scores, better conversion rates, and better market segmentation. Additionally, as was explained above, search engines encourage semantically related groupings.

Effective search engine marketing requires:

  • Targeted, continuous keyword research.
  • Intelligent keyword grouping.
  • And the production of relevant messaging to searchers who will be interested in your product or service
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