Pay Per Click Advertising: What Is PPC & How Does It Work?

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Pay Per Click Advertising

Pay Per Click advertising is a magic bullet in the hands of digital marketers. Even though nearly 45% of businesses engage in digital marketing, not all understand and use this tool to its full potential.

Companies like Lead Marketing Strategies can generate qualified leads for your business that are more likely to convert. It means a boost to your revenue and better local visibility.

What is Pay Per Click advertising?

Brands have the power to appeal to millions around the globe. It is possible in a matter of minutes with the help of pay per click advertising that has the potential to reach millions at a time and target specific audiences.

Have you noticed the ads alongside Google search results? These are PPC ads. Businesses consider PPC advertising one of the most effective marketing strategies guaranteed to yield results if done correctly. 

For instance, real estate marketing can benefit from PPC ads. These advertisements bring customers directly to their websites. Instead of waiting for your company name to show on a list with other real estate companies, you can display your portfolio to interested home buyers and sellers. 

Investments in PPC marketing services can provide you with good returns.  The best part is you don’t pay for the ads unless a user clicks on it. PPC is a unique online advertising model where companies pay when users click on digital ads. The advertisements are on social media, search engines, and third-party sites.

PPC ads can be of different types, the most common being paid search ads. These appear whenever consumers search for something using a search engine (Google, for instance). Searches are usually commercial searches where the consumer is looking to buy something.

How PPC advertising works:

In PPC advertising, there’s a system that businesses have to follow to display ads. You cannot pay more to get ads to appear more often than your competitors. Instead, ads have to go through an Ad Auction. It’s an automated process used by search engines to determine the validity and relevance of ads.

In Ad Auction, the advertisers bid on terms they feel will “trigger” ads. These words are the keywords, and when users submit queries, the search engine algorithm determines which ads to be displayed and in what order. 

As a business owner, you pay whenever a user clicks on an advertisement. So, you must bid only on keywords relevant to your business. It ensures that you get the best returns from your ad expenditure.

If you aren’t sure whether to look for a marketing agency in Connecticut for PPC advertising, you should look at the advantages. Like any digital marketing service, Pay Per Click has benefits and drawbacks. However, the benefits outweigh the shortcomings. 

PPC advertising gives immediate results because ads reach the target customers whenever approved. PPC advertising is highly-targeted because you get to choose the audience that will see your ads. Campaigns are easy to track, and returns are easy to measure. With this digital marketing solution, you can get massive exposure.

How to start a PPC advertising campaign for your business:

If you don’t know the nitty-gritty of launching a PPC campaign, search online for a “marketing agency near me.” They have professionals who know how to go about it. Here are the steps they follow to start a campaign:

  • Budget: You must first decide on a budget for your PPC campaign. It’s better to have a small budget to test the waters. Creating a budget is critical to the campaign because it influences its success rates. You can use Google Ads tools to make a budget because Google algorithms are for maximizing returns.
  • Set goals: With a budget, you must identify campaign goals. These won’t be the same for all businesses. For businesses trying to sell products, the target is conversions, but for a business planning to launch a new product in the market, the target is to create awareness. When you set the right goals, you can target the right audience and measure returns. Look at the audience that you want to click on your ads. It will help you optimize your PPC campaigns and ensure your target audience takes the desired action. It saves money because you only have to pay for ads that users click.
  • Type of campaign: You must decide on the kind of marketing campaign depending on how you want to reach the target audience. Search ads show on top of Google and other search engines, social ads are those displayed on social media platforms, remarketing ads are for customers who have visited your website already, and ecommerce ads focus on selling products. You can use tools for targeting specific audiences. For that, you must know which sites are frequented by your audience.
  • Research keywords: Keywords will help you target the right audience, and researching keywords is crucial for a campaign’s success. You have to identify words customers use for searching for your products. 
  • Bid on keywords: You can choose from various bidding options. If you opt for Google Ads, you can choose from options like target CPA, maximize conversions, maximize clicks, maximize conversion value, etc. Google can help you make the most of your investment because its algorithms are for this purpose. So, it’s a good idea to use Google’s recommendations when starting out.
  • Keyword-focused landing pages: You must have unique landing pages for conversions. These must provide an optimum user experience and be relevant to the ads the user clicks. A consumer arriving at your landing page needs information quickly. If he cannot find this information, he will abandon your site.

The way in which PPC advertising works is fascinating because you can reach a targeted audience in only a matter of seconds. Setting up a PPC campaign is easy and can be done on search engines like Google or platforms like Facebook and Instagram. Once the ads are approved, they can reach millions of customers. The trick is to find a reliable marketing agency that can manage PPC advertising for you. They have the expertise and experience to make every penny count.

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