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PPC 101


Intro to Pay-Per-Click Marketing


Whether you’re a seasoned digital marketer or a complete novice, all of us have seen a PPC ad. If you’ve ever searched Google/Bing/Yahoo for anything at all, then you can rest assured you’ve seen a PPC ad. But many don’t even know they exist, let alone how they work. Let’s start with the basics: what is PPC and how does PPC advertising work?


What is PPC? (Pay-pe-click)


PPC stands for pay-per-click, a type of internet marketing in which advertisers pay an agreed upon fee each time one of their ads is clicked. Typically this takes place in an auction style environment where an advertiser bids on a set of keywords or phrases. In essence, it’s a way of buying visits to your site, providing traffic for what would assumingly be very high intent visitors.


One of the most popular forms of PPC is search engine advertising that 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.


Each time our ad is clicked, and that visitor lands on our site, we have to pay the search engine a small fee, less than the amount we bid. When PPC is working correctly, the cost-per-click (cpc) 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. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-clickcampaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.