You may have heard a little about PPC, Pay Per Click, and are curious to find out more about it, or you might be in the position in which you know that you would like to use a PPC marketing campaign for your business but are not sure where to begin. In either case, having an understanding how PPC functions can be incredibly useful to implement it correctly for your business.
For starters, PPC stands for Pay Per Click, a method of online marketing where advertisers pay a fee every time one of their ads is clicked on. In other words, it is a way to buy visits to your website.

Search engine advertising tends to be 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 keywords related to what their business offers.
Every time the ad is clicked, which in turns sends a visitor to the website, you pay the search engine a small fee. If your PPC campaign is working correctly, then the fee is just a minor detail, because the visit will end up being worth more than what you pay for it. For example, if you pay $3 for a click and it results in a $500 sale, you make a very large profit.

There is a lot of work. That goes into strategizing and creating a successful PPC campaign: from doing the research and selecting the best keywords, to organizing those keywords into efficient campaigns and ad groups, as well as setting up the PPC landing pages which are optimized for conversions. Intelligently targeted pay per click advertising campaigns are rewarded by being charged less for their ad clicks. This, in turn, would lead to higher profits for your business.

The single most popular PPC advertising system in the world is Google AdWords. The AdWords platform enables a business to create ads that will appear on Google’s search engines and other Google Properties. Adwords operates on a pay per click model, in which users bid on their keywords and pay for each click on their advertisement.

Every time someone runs a search, Google goes through a group of AdWord advertisers and chooses winners to appear on its valuable ad space. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

While there are a multitude of factors to determine how successful your PPC advertising campaign will be, you can be very successful by focusing on the following: Keyword Relevance, Landing Page Quality, and Quality Score
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. An effective PPC keyword list should be relevant, exhaustive, and expansive.

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making adjustments to optimize your campaigns: Add PPC Keywords, Add Negative Keywords, Split Ad Groups, and Refine Landing Pages.
Creating and maintaining a successful Pay Per Click campaign can be daunting and overwhelming. Don’t hesitate to call us. At Falcon Marketing, we are here to help.

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Published: December 20, 2017