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PPC

PPC: Pay Per Clicks

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.

Why PPC is Important to Digital Marketing

PPC advertising is fast

With some systems, such as Google AdWords, you can generate targeted traffic within a few minutes of opening an account.

PPC advertising can also be a bargain

Where organic search engine marketing or other forms of advertising can lag weeks or months behind changing audience behavior, you can adjust most pay per click campaigns in hours or days. That provides unmatched ability to adjust to market conditions and changing customer interests

PPC advertising can also be a bargain

Sometimes, you can find keyword ‘niches’ for which the top bid is a fantastic deal. These are longer, highly specific phrases, that not everyone will have taken the time to pursue; “long-tail search terms”. In this case, PPC 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.

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