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Pay Per Click Marketing Overview

Written by: Pasquale Spadafora

Article Overview: Pay Per Click (PPC) Marketing is a subset of Internet Marketing. It is a specific type of advertising where you pay a search engine every time a potential customer clicks on your ad. Paid Search, as it's also called, provides extra exposure for your website, rather than having to rely on the organic results of search engines to provide online visibility. PPC marketing delivers a number of benefits that begin the day its implemented.

Pay Per Click Marketing Overview

Pay-per-click marketing (PPC) has become a very popular Internet marketing tool because it provides many advantages to businesses of all sizes. Quick to implement, cost-effective and very easy to track, a pay-per-click campaign practically guarantees that your website will be seen by people looking for your products and services almost immediately.

PPC campaigns are especially useful for new websites that haven’t yet been indexed by the major search engines. Although it can benefit any online business at any time, the most advantageous time to begin a campaign is before or during an organic SEO campaign.


What is a PPC Campaign?

Pay-per-click is a Web-based marketing campaign that is chiefly used on search engines, but can also be seen on websites and advertising networks. A pay-per-click campaign allows a business to bid on keywords they believe their target market would enter when doing a search for their type of product or service.

Having relevant keywords for SEO and strong ad text, a strong click-through rate and a high bid can result in a higher position for the ad.


Benefits of PPC Marketing

PPC advertising delivers a number of benefits that begin the day its implemented. Unlike search engine optimization, PPC gives you a certain measure of control over the visibility of your website on the search engines.

• Immediate Results. When managed correctly, it can produce significant results in a short amount of time. This means you can quickly alter your campaign accordingly.

• Highly Targeted. By bidding on specific and relevant keywords, you are pre-qualifying your customers before they ever see your website. The targeted web traffic you attract will be from people actively searching for information about your products and services.

• Measurable. Track the effectiveness of every aspect of your PPC ad. Find out which generate the most traffic, conversion rates, and more. You can quantify the success of your campaign, make changes almost immediately and lower PPC marketing costs.

• Cost Effective. On the short-term, pay-per-click advertising is usually one of the more cost-effective forms of advertising, especially if bid prices are low. On the other hand, if competition is fierce and bid levels are too high, it often makes more sense for businesses to optimize their website for organic search instead.


To be successful, you need to research and build a PPC marketing campaign. Then monitor and modify, test and retest with different changes, words, prices, and more to see what works. In the end, a strong PPC campaign can more than pay for itself when correctly managed.

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