The Basics of Pay Per Click Marketing

The Basics of Pay Per Click Marketing

PPC or Pay Per Click Marketing is paid advertising that is offered by search engines like Google and Bing/MSN and others. PPC Marketing is a quick way to get exposure and generate revenue by getting more potential clients or customers to your website or landing pages. And while this all sounds really great, there are some basics that need to be followed as well as some more advanced techniques in order to become successful at PPC Marketing.


Pay Per Click Marketing is an advertising platform in which you pay or bid on certain keywords that pertain to your business. The one thing to keep in mind is that other businesses like yours are also going to be bidding on certain keywords and phrases and in most cases the same keywords as you. This is going to cause an increase in the cost of bidding on that keyword. So it is important that you know exactly what you are doing or you could end up spending a lot of money getting your ads to the top. There are two different things to consider in PPC Marketing. Ad impressions are how many times your ad is shown for that particular keyword when a searcher is looking for something. When PPC ads are clicked, the advertiser pays a certain amount for that click. Depending on what your niche or type of business you have, you could pay anywhere from 50 cents to even $25 per click as some lawyers or attorneys will gladly spend to gain another potential client. In cases like this you need to have someone that really knows Pay Per Click Marketing.

Keyword Research

Keyword research is very important in PPC Marketing because you need to know the keywords or key phrases that searchers are using to find what they are looking for. Knowing the difference in the types of keyword match types is important too. There are three main keyword match types and they are; broad match, phrase match, and exact match. Broad matching keywords will allow that keyword to show up in almost any type of search query for that keyword. Broad matching keywords can be costly so it is best to not use this match type. Phrase match means that the keyword must show up in the exact word order that your keyword is in. Exact match means that your ad is only triggered if the search query is matched exactly to your ad.

Ad Copy

Once you have your keyword research done, your ads with your text are the next important thing to consider. If you do not have ads that are going to gain attention and get people to click on them, you are going to waste your advertising budget. It is important to also split test keywords and different ads to see which ad will outperform the other. PPC Marketing should always involve heavy testing of all ads to get the highest performing ad. Testing never stops and your ads should constantly evolve.

Landing Pages

And lastly, your website and your landing page should be optimized in a way that when a searcher does click on your ads, your website or landing pages take over and do the rest of the job for you in gaining a potential customer or client.


Leave a Reply