Pay-per-click marketing can be a powerful tool in your promotional arsenal. If your goals are to grow your online visibility, drive traffic, generate leads, and increase sales, pay-per-click (PPC) can help you accomplish all of those things.
But before you can reap these benefits, you need to have a full understanding of how pay-per-click marketing works and how to best optimize your ads to fully utilize your budget and attract your ideal audience.
Pay-per-click advertising, also known as PPC, is a tactic where a brand places an ad online and pays each time a user clicks on it. There is no cost to place the ad. The cost is only incurred when users engage with the ad. Pay-Per-Click (PPC) management is the process of overseeing and managing a company’s PPC ad spend. This often strategies and ad buys while minimizing the overall expenditure. This may be done by the e-merchant or vendor themselves, or a dedicated specialist company may be hired to manage PPC buys on their behalf.
What is a PPC Campaign?
A PPC campaign is a well-defined advertising strategy that sets out to achieve a specific goal, known as a conversion. The most common conversion goals include generating more leads and getting customers to make a purchase. Advertisers must select keywords – user search queries – and create ads with these keywords to ensure their ads perform well in search engine results pages. Your ad can show on the search network when someone searches for terms that are similar to your products and services. You can set up a PPC campaign on advertising platforms, using these dedicated systems to create, publish, and promote your ads to a specific target audience. The main platforms for PPC marketing are Google and Bing.
How Does PPC Advertising Work?
PPC advertising success depends on relevance. If your PPC ad is relevant to users, it will attract more clicks. Ergo, a fully-optimized campaign that is relevant to your target audience will have a better chance of accomplishing your goals, such as:
- Spreading greater brand awareness.
- Generating more leads.
- Increasing sales.