How Does PPC Advertising Work?

Introduction

You may have come across PPC advertising (also known as pay-per-click ads) while seeking ways to promote your new business. While PPC ads seem like a straightforward promotion method, they can initially appear confusing to the uninitiated. Don’t allow the initial learning curve to dissuade you from this highly effective form of advertising your company.

Pay-per-click advertising allows you to buy prominent placement in search results, so your website is one of the first options for visitors to click on.

What is PPC Advertising?

Pay-per-click advertising allows you to buy prominent placement in search results, so your website is one of the first options for visitors to click on. By creating and promoting ads within the PPC model, you are only charged when someone clicks through your ad, to your website. Google Adwords and the Bing Network are two of the most popular PPC advertising platforms.

How Pay-Per-Click Ads Work

First, you’ll need to research the keywords that you would like to appear on, and related keywords. This process can take some time, as you strike a balance between popular searches and competitive keywords. Then, you create ad campaigns and ad groups to organize your targeting efforts.

Managing these campaigns is an ongoing process, as you want to keep your cost per click as low as possible, while remaining competitive. A dedicated PPC advertising manager will effectively monitor these variables and adjust as needed.

Why You Need PPC Ads

In order to build up a following of loyal customers, you need to continually direct people to your website. PPC ads are one method of filling up your sales pipeline quickly, at a minimal cost.

Also, people who are searching for your keywords are signaling their interest in learning more about your product or service. Already in the research phase of the customer journey, they can quickly learn enough to buy, once your ads bring them to your website.

Conclusion

Pay-per-click advertising brings cold traffic to your website, where you can quickly warm them up by educating them about your business. A small investment can bring considerable ROI in a short amount of time, giving your sales a quick boost until slower, more organic marketing methods kick in. Reach your audience directly with PPC ads, and watch your results quickly increase.

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