How Does PPC (Pay Per Click) Advertising Work?

Pay per click advertising is an extremely effective marketing strategy that can generate businesses plenty of revenue. PPC is all about relevance. Users are searching for specific products and services at any given time.

“Search ads can increase brand awareness by 80%.”  -Google

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Lets go the over the basics and the benefits, which will include:

• What is PPC

• How Does PPC Work

•What is PPC Campaign

• Benefits of using PPC Advertising

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What is PPC

PPC advertising, is an online advertising model that has been designed to drive traffic to websites. The ad is displayed in the sponsored links on the results page and a small fee is charged when the ad is clicked.

(Now the term makes sense) Pay-Per-Click
PPC Agencies

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How Does PPC Work?

Advertisers pay a set fee every time internet users click on a PPC ad. Characteristically advertisers pay for site visits instead of attracting clicks through organic traffic.

Advertisers have the ability to show a targeted ad at the exact moment this search is occurring. Here is a great example, if a user searches for “blue running shoes,” an advertiser can show an like this:

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As mentioned before PPC advertising success depends on relevance. If your PPC ad is relevant to users, it will attract more clicks.

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What is a PPC Campaign?

A PPC campaign is a well-defined advertising strategy that sets out to achieve a specific goal, known as a conversion.

A fully-optimized campaign that is relevant to your target audience will have a better chance of accomplishing most common conversion goals, such as:

• Spreading greater brand awareness.

• Generating more leads.

• Increasing sales.

• Getting customers to make a purchase.

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Advertisers must select keywords (user search queries) and create ads with these keywords to ensure their ads perform well in search engine results pages.

You can set up a PPC campaign on advertising platforms, using these dedicated systems to create, publish, and promote your ads to a specific target audience.

The main platform for PPC marketing is Google.

As the front door to the online world, Google is the ruling force in paid advertising, owning almost 70% of the market share. You can use the Google Display or Search Network to post your PPC ads, which will reach more people on Google compared to any other platform.

“Businesses make an average of $2 in income for every $1 they spend in Google Ads.” -Google

The other popular PPC advertising programs are provided by Bing, Facebook,LinkedIn,Youtube and Instagram.

“65% of B2B companies have acquired a customer through LinkedIn paid ads.” -HubSpot

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Benefits of using PPC Advertising

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1. PPC traffic is more likely to convert:

Search traffic is more likely to convert than other sources of traffic. Search traffic has the best conversion rates for most websites. By positioning yourself on search engines, you are positioning your business to win more conversions.

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2. It increases revenue, sales and leads:

Out of all the benefits of PPC advertising, this one seems to be the one that resonates best with business owners. PPC advertising increases your revenue, sales, and leads. As long as you offer great products or services, PPC advertising drives conversions.

“49% of people said they click on text ads; 31% on Shopping ads; and 16% on video ads.” -Search Engine Land

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3. It is measurable:

PPC advertising is measurable. You can easily measure your return on advertising spend. You can track which advertisements, keywords, or ad placements that are driving the most return. You can install conversion tracking to track a number of conversions you are receiving. You can use these metrics to make decisions on your PPC advertising campaign.

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4. It is extremely targeted:

PPC advertising is extremely targeted. Just like organic search, you can target by keywords. However, as an advertiser, you will have more advanced forms of targeting options. You can target your ads at various locations. You can target hundreds of keywords at the same time. You can also target people by their online behaviors and interests. PPC advertising offers a higher level of precision than organic search and traditional forms of advertising.

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5. It will boost your website traffic:

PPC advertising can boost your website traffic significantly. You can drive hundreds and thousands of clicks to your website. But, the best part is that the people who are clicking on your ads are people who are sincerely interested in your business.

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“Display advertising has proven to increase traffic to websites by 300%.” -Visually

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You can use PPC advertising to make your own successful campaign. Without a doubt making this investment for your business is an action and step you will not regret.