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Pay per click advertising

Pay per click is an online advertising model in which advertisers can display ads for their goods or services when users – people searching for things online – enter relevant queries into search engines. Advertisers are only charged when a user actually clicks on their ad, hence the name pay-per-click. Due to the nature of keywords and the role they play in paid search, pay-per-click advertising can also be referred to as keyword advertising. Instead, ads are subject the what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. Pay per click marketing is an iterative method.You want to constantly refine and expand your campaigns and create an environment in which your keyword list is constantly growing and adapting. For example, if we bid on the keyword PPC software our ad might show up in the very top spot on the Google results page. Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee.

When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. Expand the reach of your PPC campaigns by adding keywords that are relevant to your business. Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend. Improve click-through rate and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages. Review expensive, under-performing keywords and shut them off if necessary. Modify the content and calls-to-action of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

In other words, if we pay $3 for a click, but the click results in a $300 sale, then we have made a hefty profit. Your entire Ppc campaign is built around keywords, and the most successful Ad Words advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

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Steve Gordon, is a 30+ year contractor that turned his one man business into a nationwide contracting business, all by using the power of the internet.