Pay Per Click Marketing Explained
What is PPC?
PPC or Pay Per Click marketing is a model of advertising that allows entrepreneurs to pay only when their ad is clicked by an user. Search engines like Google and Bing make pay per click advertising available on an market basis where the highest bidder typically earns the most prominent placement, with some caveats (see Quality Score below).
To show an ad in PPC or Paid Search results, entrepreneurs create ads and then bid on particular search key phrases for which to show them. These pay per click ads will then appear above and below the non-paid organic search results, and you’ll pay the search engine a small fee every time a user clicks on your advertisement, regardless of the total number of times the ad was shown.
Again, all of these ad spots are sold in an public auction. To show your own ad right here, you would bid the highest possible amount you’re ready to pay for a click on your advertisement. Bid the most in that auction and you have a chance of ranking number 1 in these sponsored or paid results. Note that we said a chance. There’s also something called quality score that can impact your position. More on that in a minute.
If a person clicks on your Pay per click listing, they turn up at your website on a page you’ve selected, and you are charged an amount no more than what you bid. So, if you bid $1.50 maximum on the keyword ‘widgets’, and that’s the maximum bid, you’ll possibly show up first in line. If 100 people click on your Pay per click listing, then the search engine or PPC service will charge you a maximum of $150.00.
Why PPC is Important to Digital Marketing
PPC marketing can generate traffic right away. It’s simple: Spend enough, get top placement, and prospective clients will see your company first. If folks are searching for the key words on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.
PPC advertising and marketing is fast
With some techniques, such as Google AdWords, you can generate focused traffic within a few minutes of opening an account.
PPC marketing is also nimble
The place organic search engine promotion or other forms of advertising and marketing can lag weeks or months behind changing audience behavior, you can adjust most pay per click campaigns in hours or days. That offers unmatched ability to adjust to market conditions and changing client interests.
PPC marketing can also be a bargain
Often, you can find keyword and key phrase ‘niches’ for which the top bid is a amazing deal. These are longer, extremely specific phrases, that not everybody will have taken the time to pursue; “long-tail search terms”. In this case, Pay per click is a great option because you can generate highly targeted traffic to your site for a fraction of the cost of any other form of paid advertising.
So, balancing the good and the bad, where does PPC fit in? As a focused advertising tool.