Pay-per-click (PPC) advertising is a popular form of Internet advertising that works for many businesses. Understanding how it works can help you decide if it can help you build your business and increase your sales. There are basically two types of PPC advertising. In the first type, websites offer advertisers space for ads. In the second, search engines let advertisers bid on keywords and then display related advertisements.
Website PPC Advertising
In a website’s PPC program, advertisers pay website owners according to the number of clicks an ad receives. So, if your ad is very successful and lots of people click on it, you will likely pay more for the ad. This model can help you find out which ads work better than others and can even help you understand where you should advertise to your market.
Some websites participate in affiliate programs in which they agree to have ads placed on their sites when they are related to the content on the site or searches performed by visitors.
Search Engine PPC Advertising
Search engine PPC advertising works in a very similar manner. You still pay according to the amount of clicks your ads receive, but you buy ad space in a different way. In this case, the search engine allows businesses to bid on keywords in a private auction. Each advertiser submits a figure that represents the highest amount it is willing to pay per click for an ad tied to a keyword or search term. Then, when someone searches for that term, the highest bidder’s ad is displayed first. In some cases, businesses can define when their ads appear, according to location or time for example.
Should You Use PPC Advertising?
Deciding whether or not PPC advertising is for your business is a matter of deciding how you want to market your brand and products. If you feel that you can reach your market and increase your sales by driving traffic to your website through ads, then PPC advertising may be a good choice.
Many businesses that use PPC advertising are constantly experimenting with their campaigns and trying new things. They do lots of keyword research to find the words that are most commonly used by potential customers and they experiment with different types of ads and landing pages. The world of PPC advertising is always changing, so if you run this type of campaign, you’ll need to revisit it often to make sure it is still effective. But, this is just like any other marketing campaign. Regardless of what kinds of digital marketing tactics you use, you need to reassess them on a regular basis to make sure they are as successful as possible.
Using PPC can be a great way to market your business. The key to being successful with this type of marketing is to use the right keywords. It takes time and research to identify the keywords that your target market and potential customers use, but if you can do that, you could be very successful at PPC advertising.