As a business, creating an effective marketing campaign is one of your top priorities. One of the most popular and effective marketing models is Pay-Per-Click or PPC. This guide explores what’s it all about and how you can optimize it for your digital marketing success and business growth.

What is Pay-Per-Click Advertising?

Pay-per-click is one of the most common digital marketing models. In this model, advertisers place ads on the platforms of their choice, e.g. Google, Facebook, Bing, etc. In exchange for the platform displaying the ad, advertisers pay a fee every time it is clicked, hence the name pay-per-click. PPC campaigns are very effective as they help you elevate brand awareness, drive website traffic, generate conversions, and more.

How Does it Work?

Unlike Search Engine Optimization where ranking organically in search engine results takes time, pay-per-click gets your site to the top of search engine results quickly. It works like this:

1. You (advertiser) create an ad group that contains your choice of keywords and relevant ads.
2. You set your goals, budget, and specify any rules that apply to the ad campaign.
3. Once you are satisfied with the campaign you have created, you bid to appear for certain keywords within the ad space.
4. The PPC platform, e.g. Google, Microsoft, Facebook, etc., uses an algorithm to determine which ads are displayed on the basis of the highest quality content and highest bids.
5. Ads are then displayed at the top of the search engine results. Every time a user clicks on the ad, the advertiser pays a fee to the platform.

Pay-Per-Click Models

The rates of PPC advertising are typically determined using one of these models:

• Flat-rate Model: In this model, you (advertiser) pay the same flat fee every time a user clicks on your ad.
• Bid-based Model: Multiple advertisers bid with the amount of money they are willing to pay for a spot in an ad space. When a visitor “triggers” the ad spot, the auction is run and the winner is determined based on how relevant their content is as well as the amount of money they bid.

How to Optimize Your PPC Advertising Campaign

You can have the best, most expensive pay-per-click ads around but if your online presence is lackluster, you will not be able to properly take advantage of this digital marketing model. So, it is recommended that you thoroughly analyze your PPC marketing campaign and make sure you are leveraging the right keywords. Additionally, make sure to optimize your website and landing pages, tweak your audience targeting, optimize your conversion tracking, and plan out your ROI goals.

Focusing on these key aspects will help you optimize your PPC advertising campaign and give you peace of mind that you are doing everything you can to stay competitive.

Pay-per-click marketing allows your brand to reach an audience across the globe and achieve several other goals. However, PPC marketing is a lot of work and it can be quite confusing. If you need help with creating an effective pay-per-click marking strategy, contact Universally Found. Our team of digital marketing specialists knows the ins and outs of pay-per-click marketing. We will help you optimize your PPC advertising campaign to ensure you get the best possible results and value from your investment. Use our online contact form to get started.

References

https://www.wordstream.com/pay-per-click-advertising

https://corporatefinanceinstitute.com/resources/valuation/pay-per-click-ppc/