How PPC (Pay Per Click) Marketing Works

How PPC (Pay Per Click) Marketing Works

Internet; it is where every product is marketable. Many among its millions of users are here to shop or are looking for information on things they want to buy. With the use of keywords, search engines match the search queries with a website that has good ranking, related content, and bids placed on keywords for advertisement. One of the most common models for online advertising is called PPC Marketing. It can be used as a tool to direct more traffic to a website, in exchange of fees for an ad post.


What is PPC?

Clicks on search result pages are a way of measuring how effective keyword phrases are. A website that is carefully planned for E-commerce with an intelligently targeted keyword always gets a high ranking from search engines and gets more traffic if the keyword phrases match the user search queries.  Using PPC boosts, the traffic directed to a website by allowing business owners to buy or place a bid for a particular keyword, which makes their websites become a top priority for search engines. Simply put, a person who owns a website pays the owner of the search engine whenever a visitor clicks on a paid link on search results page, and is directed to the website. These prioritised links are usually called the sponsored links that are found at the top of the search results’ page.

Paying fixed price or placing bids for keywords relevant to a business’s target market, has already converted many sales on the internet, making PPC a popular online advertising tool for most companies. At a smaller price, business owners can now post online ad postings that can secure a top spot for their websites on a search engine’s results’ page. Using PPC as a tool for directing traffic to a website can take time; carefully researching the right keywords and properly arranging the web content for a landing page is always a must; however search engines compensate all properly planned websites by charging them less per click on their ad posts.


The Structure of Pay Per Click Campaigns

Starting a PPC campaign can lead your business to a success, that’s why knowing what works and learning the foundations of an effective campaign, is given importance by most successful business owners. When starting a PPC campaign, it is best to study keyword research, keyword grouping, and ad groups management. These steps are what take most of the time for a successful campaign but are known to be the traditional and standard for the most.

Most search engines have a little difference in how PPC is managed. Search engines have different online advertising services like Adwords for Google and Bingads for Bing and Yahoo. These online advertising services rank your ad postings mostly based on the foundation of every PPC campaign; Keywords. There are online tools that help web designers determine the right keywords for a targeted market. These online tools ensure that its users gain confidence on the web content and traffic is surely directed to the website.

Grouping of keywords can take time to analyse but are sure to optimise the web content. Doing so, guarantees that the right keywords fit perfectly in one page, so they don’t scatter on a website. Grouped keywords result to a higher search engine ranking thus giving the website a higher click through rate.


Why Consider PPC as an Online Marketing Strategy?

Pay Per Click is cost-effective. Your business doesn’t pay unless its website gets traffic. Earning the top spot on the search results’ page does not mean you have to pay more. SEO (Search Engine Optimisation) can work hand in hand with PPC by giving your website a rich content. It allows your website to earn a high rank with search engines and together with the placed bid for keywords; it can still land the top spot on the results’ page.

Many of the available keywords have been taken and used by top ranking websites. Using PPC, your website can outrank previous websites from the top spot. This strategy provides smaller businesses to gain an edge over larger ones by placing a higher bid on a keyword.

Websites can get higher traffic with PPC at an instant. Unlike manually optimising the website, the results with PPC is quick and almost real-time. This strategy can be used for products that sell only for a period of time. For example, selling umbrellas on a rainy season, using content optimisation alone will not get you to the top spot of a search engine quickly even with a well-targeted keyword, in this case, it is best to secure the top spot by placing a bid on the keyword you want to use.


The Use of PPC doesn’t always work for companies especially if websites were poorly planned. If you’re planning to use it for online marketing, setup a research plan and know what currently works especially on keywords. For a successful PPC campaign, patience and accuracy are needed. Make use of available online tools to help your website get a good search engine ranking to get a higher volume of traffic, and to increase the click through rate on your websites.

Contact us today and find out we can make or improve your PPC Campaign

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