Pay-per-click advertising, often times referred to as PPC, is a model of digital marketing in which advertisers pay a fee every time their link is clicked. Essentially, it’s a way for advertisers to buy site traffic that they may not be able to attain organically. In PPC’s most efficient form, the cost for an opportunity should be far less than the value of a conversion. For example, if you pay $3 for a link click and generate a $100 sale, the “cost” associated is trivial.
Implementing a winning pay-per-click advertising campaign can be quite technical. From researching and targeting ad groups with the correct keywords, generating dynamic ads and creating content, it can be difficult for anyone implementing these campaigns that lack the necessary expertise.
Search engines reward advertisers who create relevant, intelligently designed pay-per-click campaigns with better ad space and less cost. This means the ad itself must be done correctly, the landing page must be relevant and the content useful to it’s users.
Pay-per-click campaigns can be a great asset to advertisers when done correctly. Google shows ads that have keywords relevant to a search, landing page quality, creativity and Google’s quality score of the important you’re providing.
Anyone can implement a pay-per-click campaign, but given the opportunity for ad spend vs. revenue, it’s best to have an expert implement and manage your campaign. If you’re interested in implementing or optimizing a pay-per-click campaign, we are here to help.