Pay-per-click (PPC) advertising is a form of online advertising where a business pays a predetermined rate for each click on a display advertisement or ad. One of the most familiar places where PPC ads can appear is at the top of the search engine results pages of providers like Google and Bing. Also known as paid search, PPC ads on search engines can give advertisers increased visibility compared to the organic search results that are displayed lower on the page.
If you’re wondering why your business needs PPC advertising, it can be helpful to understand how it works and what the most beneficial ways to use it are. This is why we’ve prepared the following quick overview.
How does pay-per-click work?
PPC typically works in the form of an auction for specific searches. That’s why one of the first steps of any effective PPC strategy should be a thorough keyword research effort into searches that are relevant for your business. It’s critical to know what keywords can help your business the most so you don’t go spending money on searches that drive uninterested, low-converting traffic.
Once you know what searches you want to bid on, you can then enter an auction and try to win placement for your targeted keywords. Once you win an auction, you can then submit your advertisement and set a budget. Your PPC search listing will then run until enough people have clicked on your ad to exhaust the set budget.
To truly have a successful PPC strategy, here are some important factors to consider:
- Understand what keywords you are already ranking for through organic SEO efforts so you don’t spend money in areas where you’re already performing well.
- Make sure to create compelling copy for your listing that drives clicks and traffic to your website.
- Create a high-quality landing page with engaging content that funnels users toward conversion into leads or sales.
While it’s possible to successfully implement a PPC strategy on your own, this is a complex and rapidly changing field. This is why so many organizations turn to marketing partners with a track record of success in paid search and other digital marketing areas.
Work with the PPC experts at Burg & Co. Marketing
Our team of experts has a wide range of knowledge to help you build successful PPC campaigns that are smoothly integrated with your other digital channels, including SEO, content marketing and social media. We’re committed to working with our partners to build an individualized strategy that is right for their brand and business needs.
To learn more and receive a full assessment of your digital marketing profile, contact us today.
