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What is PPC Advertising?

Pay per click (PPC) advertising is a model of Internet marketing in which the advertiser pays money each time a person clicks his ad. These ads can be seen alongside your search on Google and other search engines. This common model of advertising-- using search engines to generate more traffic online--is less expensive than many other models of advertising.  One click costing you $2 could generate a sale up to $200.  

PPC Advertising: Keywords

In PPC, you choose the keywords that you want your website to be associated with. When a customer searches for similar/exact words, the sponsored link to your website will come up, thus exposing you to a greater audience. For example, if  your business specializes in camping equipment, you would use it as a keyword for your ad. Now if a user wants to buy a new tent or sleeping bag, he/she may enter “camping equipment” in the search engine. This will trigger your ad on the top of the search engine, hence bringing you more potential customers. 

But it takes a lot more to build a winning PPC campaign: from searching and selecting the right keywords to organizing those into a well-organized campaign and ad group to setting up PPC landing pages that are optimized for conversions.

About Google AdWords

Google AdWords is the most popular PPC advertising system in the world. It enables businesses to create ads that appear on Google’s search engine and other properties. Every time a person searches with its browser, Google chooses a set of AdWord advertisers whose ad appears in the ad space on its search result page. The ads are chosen on the basis of a combination of factors, including the quality and relevance of the keywords and ad campaigns, as well as the size of their keyword bid.  

Experimenting with PPC advertising

Google has made it easier for you to start your PPC advertising campaign by providing you with tools for identifying keywords and tools for helping you monitor and evaluate your campaign. With the conversion tracker, you can readily see what happens once a user has clicked through your website. You can monitor which words led the consumer to take the desired actions. For instance, if the aim of your online advertising is to expand e-marketing databases, then you could set up your website to track customers at the point when the “thank you for signing up to our e-newsletter” page is generated. It will become clearer that whether it was keyword #1 or keyword #2 that was more effective at attracting the clients to sign up for your mailing list. 

Another way of advertising your business is by placing your ad on the Display Network. If you opt for this model, your ads will be displayed on sites owned by Google and its partners which are relevant to your market. According to PPC experts, initially, it is better to master the Google search result page before branching out your advertisement. As you gain know-how, you might opt for the Display Network model, if it suits your online marketing tactic. 

If you have a website and you want to reach out to a large number of people, pay per click marketing services is one of the best options. And with Google’s AdWord in the loop, you can be sure to reach out to maximum people, given you have chosen the right keywords and method of approach.
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