PPC refers to pay-per-click. Every time your ad is clicked, a small fee is charged by the search engine. Because this form of internet marketing basically buys visits to your site, rather allowing them to find you organically, it can seem like cheating. Let us carefully examine why this is not the case.
While it can be said that PPC is the quickest way to send traffic to your website, to get the best return on investment, a fair amount of work is required behind the scenes. Top of the list is:
- Keyword research
Classifying specific words that people are typing into search engines is a fundamental element of your PPC marketing strategy. It is the most time-consuming task done as part of pay-per-click marketing, and it should be on a regular basis; but it is worth the effort.
Relevant keywords lead to a higher PPC click-through rate, so choose keywords closely related to what you sell. Use long-tail keywords, which are longer and more specific phrases, to connect effectively with consumers looking for exactly what you have on offer.
- Building your campaign
Because Google is the most popular search engine, it has the potential to direct the most impressions and clicks to your ads. It comes as no surprise then that Google’s AdWords is the most frequently used PPC advertising system in the world.
AdWords is similar to an auction in which users bid on keywords and pay for each click on their advertisements. This pay-per-click model uses an algorithm to determine how often your PPC ads appear. Your Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns.
Regularly test and measure the effectiveness of your campaigns. Account success is improved with performance analysis and appropriate adjustments being made.
If your adverts and accompanying landing pages are fulfilling to your audience, Google charges you less per click.