What is PPC Marketing?

Chris Sams, December 19, 2015

[fullwidth background_color=”” background_image=”https://www.jemsu.com/wp-content/uploads/2016/01/shutterstock_2277728651.jpg” background_parallax=”fixed” enable_mobile=”no” parallax_speed=”0.3″ background_repeat=”no-repeat” background_position=”left top” video_url=”” video_aspect_ratio=”16:9″ video_webm=”” video_mp4=”” video_ogv=”” video_preview_image=”” overlay_color=”” overlay_opacity=”0.5″ video_mute=”yes” video_loop=”yes” fade=”no” border_size=”0px” border_color=”” border_style=”solid” padding_top=”100px” padding_bottom=”100px” padding_left=”20″ padding_right=”20″ hundred_percent=”no” equal_height_columns=”no” hide_on_mobile=”no” menu_anchor=”” class=”” id=””][title size=”1″ content_align=”left” style_type=”default” sep_color=”” class=”” id=””]What is PPC Management and Why Do You Need It?[/title][/fullwidth][separator style_type=”none” top_margin=”20″ bottom_margin=”20″ sep_color=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” class=”” id=””]

When it comes to your business, chances are you understand how important it is to have a website. With looking up companies in the Yellow Pages now a thing of the past, a company’s website has become the communication window needed to bring in external clients. However, a website on its own is not always able to generate the necessary number of leads your business needs to survive and grow. Even if you utilize an exceptional website design company capable of boosting the Search Engine Optimization of your site, investing in other marketing opportunities is a must. Advertisements through Google AdWords and other third-party marketing platforms allows you to place advertisements on websites your key demographic is likely to visit, all of which utilize what is known as Pay Per Click, or PPC. But what is PPC and how should you utilize PPC management? To understand this, a deeper look into the marketing practice is necessary.

Bidding For Ads

When creating advertisements with Google AdWords and other websites, you input set keywords and long tail keywords best describing your ads. You then must bid on these keywords against other companies marketing their own products with the same keywords. The higher the demand for a given keyword, the higher the value of the keyword, which means you’ll need to pay more for it. For example, if your company sells wooden antique toys on Google, you want your ads to appear whenever someone searches “wooden antique toys” through the search engine. However, there might be 10 other companies selling the same products. Naturally, advertisements on the first page of the Google search results receive more attention, which means these ad spots are more valuable. So, the company willing to pay the most for these ads receives the prime slot, while a company unable or unwilling to pay this much might be bumped to page two or lower.

Paying Per Click

Whenever someone clicks on the advertisement you created using the set keywords, you are charged the bidding amount for the ad. This is where the term “pay per click” comes from. So, if you are paying $2 to have your ad appear ahead of other companies on the front page of a search engine, every time someone clicks on your ad, your account is charged $2. It doesn’t matter how long someone spends on your website (or wherever you have the ad lead) or if someone buys anything, you are always charged the bidding amount for the PPC advertisement.

PPC Management

When it comes to PPC management, you need to determine how much you can afford to pay on a monthly basis for your online marketing. You can then split this up on a daily basis. PPC services such as AdWords allows you to put a daily spending cap up, so if you have a $10 cap, once the cap is reached, your advertisements no longer appear for that day. It all comes down to what your company can afford on marketing.

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