Pay-per-click (PPC) advertising, is a type of online marketing used to drive traffic to a website. By bidding on specific search terms and keywords that potential customers might type into a search engine in order to find your product or service, you can have a text ad displayed alongside the natural search results.
A PPC ad on the search engine page usually has a title, a heading, and a short description on what the ad is marketing; this might be a product, service or the entire brand itself. Once you have decided on the wording of your ad, you will need to pick your bid price. This is the price you will pay every time someone clicks on your Pay-Per-Click ad on the search engine results pages (SERPs).
The number of other people targeting the category and search terms that you have selected will determine the price you need to bid. The more competitive your terms, the higher your bids will need to be. It's also important to bear in mind that the search engines give your site a quality score based on the relevancy of your advert. The higher the quality score your site receives, the lower you will have to bid for your keywords.
Pay-per-click marketing is similar to search engine optimisation (SEO), keyword research, competitive analysis and monitoring are all necessary to optimise the campaign to achieve maximum ROI. A significant difference between SEO and PPC is that a Pay-Per-Click campaign is more likely to generate faster results.The SEO processes may take months to improve a sites ranking on a search engine, a successful PPC can generate results quickly.
Most Pay-Per-Click services offer some form of tracking. This makes it possible for you to determine whether or not someone who clicked on your ad actually bought something, contacted you, answered your survey, or completed whatever you specified as a conversion. This will help you to see which ads are effective and which keywords are bringing in the most revenue,this data will also provide the information you need to optimise your ads to achieve better results.
PPC is extremely flexible, you can tailor your budget to exactly what you can afford and still see results. Your ads only will only appear when someone searches with a phrase that you have identified as valuable. If you were selling laptop cases, you would use keywords such as “laptop cases", “laptop accessories", or more specific words such as “speck case" or “hard laptop case".
When a person searches for “laptop cases", your website's description and advertisement will appear on the SERPs, along with a direct link to your website. Your ad is placed in front of people who are already looking for the products or services that you sell, which makes them far more likely to purchase them than someone who stumbled onto your site by chance.