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What Is PPC Marketing

What is Pay-Per-Click (PPC) Marketing? PPC marketing is a unique way of utilizing search engine ads in order to generate more targeted clicks to your site instead of getting clicks organically. Sponsored advertisements are marked with yellow labels found near the top and along the right hand side of Google’s SERPS (search engine results page).

How PPC Marketing Works

Each time someone clicks your ad and sends them to your site, you’ll pay the search engine a fee, which is exactly why it’s known as pay per click advertising. Once your PPC campaign is carefully planned and running at an optimal level, your fee will be somewhat insignificant since the user’s visit is literally worth more to you and your business than the actual fee you’re required to pay. For instance, if you pay $8 per click, but the click itself leads to a $250 sale, then clearly using a PPC marketing strategy in order to gain sales is the best way to go.

Overall, PPC marketing benefits everyone for the following reasons:

1. Benefits for advertisers.
Advertisers have the unique opportunity to get their message out in front of a wide audience who’s specifically and actively seeking their products. Because search engine users illustrate their intent by typing in certain queries in the engines, advertisers can then assess the quality of the traffic that ultimately leads to clicking on their ads.

2. Benefits for searchers.
Studies show that searchers click on paid search type ads more frequently than any other kind of digital advertising available. This indicates that users don’t actually mind being advertised to, given that the services and products they’re seeking actually serve their needs. Therefore, because everyone uses search engines to look for specific product and services, both the ads and results are usually highly related to what the user is looking for. Also, Google has cleverly developed a superior formula to ensure that all PPC ads perfectly meet the user’s ultimate needs.

3. Benefits the search engines.
PPC makes it possible to cater to both advertisers and searchers simultaneously. Searchers include their specific user-base, while the advertisers give them a stream of revenue. The primary goal of the search engines is to provide very relevant results, while offering a revenue-driving, highly targeted advertising avenue.

The special advantage of PPC marketing is that ad networks, including Google, don’t simply reward the highest bidders for a particular ad space, but they reward the best quality ads; meaning those ads that are highly popular in the eyes of the users. Basically, Google and other search engines reward good performance. Therefore, the better quality the ads, the greater the chance of click-through rates and thus lowering the overall costs.


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