What Is PPC Marketing?
When you search for something on Google, there are two types of results: paid ads and organic listings. Search engine optimization (SEO) is the practice of increasing the authority of your website’s various pages in the eyes of the search engines (Google, in particular) so that your organic listings appear closer to the top. Search engine marketing (SEM) is the practice of running paid advertising campaigns on Google or other search engines. SEM is often referred to as pay-per-click (PPC) marketing, because advertisers only pay when someone clicks on one of their ads.
Why Use PPC Marketing?
As an advertiser, PPC marketing is beneficial because you only pay for results. When someone clicks on your ad, they are sent directly to whichever page of your website you choose. This means you are, in essence, buying traffic to your website. Another benefit to PPC marketing is that, when set up and managed properly, you are only purchasing the traffic of web searchers who are looking specifically for you and what you have to offer. If you have an e-commerce store, you can show ads for your products to people who search specifically for your products. If you have a service business, you can show ads to people who need your service when they need it. You can also measure, track, and control this flow of relevant traffic to your website in myriad ways to ensure that you’re getting the most relevant traffic, at the highest volume, for the lowest cost.
How Does PPC Marketing Work?
When setting up your PPC ad campaigns, Google and other search engines let you choose the keywords that you would like to trigger your ads. To ensure that it is not a first-come, first-served platform, Google holds a lightning-quick auction in the background every time someone performs a search, allowing advertisers to set bids on the keywords they’ve chosen.
While this sounds like it could quickly lead to an all-out bidding war, Google takes into account the relevance of the search to the keyword on which you’re bidding, the landing page experience, and several other factors when determining how much you pay for each click. This means that you could end up paying less than the full amount you told Google you were willing to pay for each click.
The goal when running PPC ads is to monitor how many times people see them, click on them, and perform a desired action: fill out a form, call you, purchase a product, etc. These are called conversions. Then, you can use the data you collect to make sure you receive the most conversions for the least amount of money.
At 417 Marketing, we are experienced in the ins and outs of a great PPC marketing campaign. Over the years we’ve found proven strategies to set up and run profitable PPC marketing campaigns, and we’re always testing new ways to cut wasteful spending and increase your revenue.
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Google Partners is Google’s program for online advertising agencies such as ours . It means we get access to a range of benefits that non-Google Partners do not get, such as special events and trainings, industry research, certifications, and more.
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