What Is Pay Per Click And How Does It Work?

You may have heard about pay per click advertising but you’re not sure what it really is. Grab this opportunity for you to learn the basics of this marketing model if you want to succeed online.

What are the benefits of pay per click advertising? How much money should you spend to get the results you want?

If you are a first timer looking to know more about this topic, then great! All the essentials are right here in this blog post.

What Is Pay Per Click Advertising

Pay per click advertising is a marketing strategy where you run advertisements on search engines like Google. You only pay for your ads each time an online user clicks them.

It goes like this: An online user enters a search query in Google. Google shows your paid listings long with organic listings. These paid listings are shown right above organic listings.

Let’s say I’m a customer looking for camping tools. I type into Google the search terms “camping tools” and Google returns these results:

The keywords I entered triggered these paid search results. Notice the word Sponsored right above the paid results.

Why Is PPC Important For Your Marketing?

Pay per click ads deliver results fast. If you want to show up at the top of search results immediately, PPC is your best option. As a result, you enjoy these benefits:

  • Higher brand visibility
  • An increase in website traffic
  • Conversions and sales

It will give you an edge over huge companies if you know how to use it well. It’s actually one of the best things you can do to scale your business without wasting your hard-earned money.

In PPC marketing, you only need to pay a certain fee to the search engine where you placed your advert right after a visitor has clicked on an ad to your website.

How Does PPC Advertising Work?

1. Do keyword research and choose your keywords.

Keyword research is a very important step in pay per click advertising for the reason that your adverts will be built around keywords. Choosing relevant keywords is a must so you’ll be able to send your target audience to your website.

Here are some tips on selecting the best keywords for your PPC campaign:

Find keywords that are related to the content of your website. 

If you are running a site that focuses on footwear for women, then you should look for keywords related to that topic.

Take advantage of long-tail keywords.

Long tail keywords are keywords comprised of 3 to 4 words that form a phrase. These keywords are very specific and are often used when visitors are looking for a product that they’d actually buy.

For example, if you were a customer who intends to buy something to wear for a wedding, you would search the web using the keywords “chiffon bridesmaid dress” instead of “dress” because that gives you the exact results you’re looking for!

A huge benefit that you get from using long tail keywords is lower cost.

Because you aren’t competing with a lot of advertisers for the same keyword, you would only pay less for every click sent to your site.

Include a list of negative keywords.

Negative keywords are keywords that are unnecessary because they’re unrelated to your business.

You can use WordStream’s free negative keyword tool to detect negative keywords.

What you would want to do next is to include these negative keywords in your PPC advertising campaign. This helps prevent such negative keywords from showing up.

The purpose of using negative keywords is that it helps you avoid displaying your ads to people who are less likely to convert.

As a result, you don’t get to waste money on the wrong clicks!

2. Set your PPC advertising budget.

You have the freedom to run your PPC advertising campaign based on the budget you set. Even if you don’t have a huge budget for your PPC campaign, you can still enjoy targeted traffic.

Before setting your PPC advertising budget, you need to define your goals clearly. Ask yourself the following questions:

  • How many customers are you looking for?
  • What is your daily budget?
  • How do you want your ad to be delivered?
  • How many leads can you handle in a month?
  • Are you using keywords with high competition?
  • What are your negative keywords?
  • Are you choosing premium placement for your ads?

3. Optimize your landing page.

After you have set your budget, your ad will be shown to people when a search has been made.

What happens after a person clicks on your ad? Where do you send these people?

The problem with many marketers is that their efforts stop after doing keyword research and creating an interesting ad copy.

You need to take your visitors to a place where you can make them convert. This is your landing page.

A landing page is a specific page of your website where you “capture” your visitor’s personal information. For this matter, a landing page can also be called a lead capture page.

It gathers your audience’s names, email addresses, and other basic data. In exchange for their personal information, you provide them with a free resource that is directly related to the product that you are selling.

This free resource can either be an ebook, a tutorial, a guide, or a free trial of your product.

Think of your landing page as a way of warming up your customers before they actually buy something from you.

Here are quick tips to help you create a landing page:

  • Write a powerful headline. It should deliver a clear message and promise to offer a solution.
  • Feature customer reviews and testimonials in your landing page. This lets you take advantage of social proof.
  • Use a clear call to action. You can use the words Sign Up Now, Contact Us, Learn More, or Get Started.
  • Pick a CTA button color that stands out.
  • Add an explainer video. It will help explain to your audience how your product benefits them.
  • Use power words that persuade. Examples are guarantee, easy, unlimited, fail-proof.

Smartphone users will reach 6.1 billion by the year 2020. 

More and more are searching for products online through their mobile devices. This means that your landing pages must be mobile-friendly.

Since it would be a hassle for people to enter their personal information using their mobile devices upon reaching your landing page, it would be better to incorporate a social login than a form fill-out.

That would be easier for your audience.

Final Thoughts

PPC advertising is an investment that’s worth your while.

A marketing method chosen by big brand for years, PPC will help you drive more revenue without having to spend a lot.

You only have to pay when an interested person clicks on your ad. Also, you’ll be able to control your budget based on what you only need.

If you desire faster results, PPC is a much better option than organic search. While organic search is for long-term marketing, PPC delivers results as early as the following day.

Remember that PPC requires patience and effort.

Make sure to track your campaign as soon as it is up and running. Don’t adopt a “set and forget” attitude.

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