Pay Per Click Marketing – A Beginner’s Guide

What is Pay per Click marketing?

This is a form of digital marketing where advertisers pay a fee every time one of their ads gets clicked by an online user. As a form of online advertising, PPC marketing has allowed advertisers to reach a global audience much easier. What you need to know is that PPC can be integrated into different marketing goals which include increasing sales, promoting a brand and generating leads.


History of PPC marketing

Today, it’s not quite clear who came up with the first PPC model. There are historians who claim that PPC started appearing around the mid-1990s. The first documented PPC model was made available to Planet Oasis, a web directory. This occurred in 1996. As a desktop app, it featured links to websites. Over 400 major brands are said to have paid between $0.005 to $0.25 per click together with a placement fee.


Other historians claim that the concept of PPC is credited to IdeaLab and founder, Bill Gross. It is said that on February 1998, an employee of which later came to be known as Overture, presented the PPC concept at a TED conference in California. Thanks to his presentation, the company was acquired by Yahoo which popularized the pay per click marketing concept.


Google adopted PPC on December 1999 but it was not until October 2000 when they officially launched what is popularly known as Google Adwords. The service has allowed advertisers to create ads which are published on Google search engine making it easier for users to view.


Today, the top PPC providers include Google Adwords and AdCenter (a combined effort between Yahoo! and Microsoft).


Pay Per Click Marketing – How it works

Google Adwords is the most popular network that serves PPC marketing to advertisers. There are other platforms like AdCenter or BingAds among others. All these platforms have similar settings but others may have additional settings to improve user experience.


To get started, you must create an account on the respective platform be it Google AdWords or BingAds. Input the correct information to prevent your account from being penalized. Once you have done this, the next step should be creating a campaign. To create an effective campaign, ask yourself – who is your target audience? From here, develop keywords which should correspond to words your target customers will search. In your ad, include a call to action. When users click on the ad, they should be directed to your landing page.


It is important to take advantage of local searches. Why? This is because if your business ships products to a particular region, customizing your location targeting in Google Adwords will ensure that you get to attract local customers which in turn converts to sales and revenue. There are other numerous settings you need to tweak to ensure your ad reaches your target audience.


If creating a campaign is difficult for you, hire a professional who has a proven track record.


Benefits of PPC marketing

  1. Access to marketing data

When you create an ad campaign, you have to develop keywords in order to target a wide range of online users. Google uses these keywords to serve your ads as well as collect information about your ad performance.


From the information gathered for example impressions, clicks and conversion data, advertisers have the opportunity of creating SEO strategies that will improve the customer’s business profile as well as website ranking on Google and other search engines.

2. Allows you to achieve different business goals

That you need to know is that PPC marketing can help you achieve different business goals. They can range from brand awareness to higher conversion rates. The best thing about PPC is that it’s measurable and easy to track. As a result, businesses can align their campaigns to increase organic traffic.


This is achievable through downloads, newsletter signups, contests and even app downloads. All in all, PPC helps to support the sales funnel in multiple ways.


3. Works with other marketing channels

PPC has the ability of working with other marketing channels. For example, data collected from PPC campaigns like impressions and conversion rates can be used by SEO experts to design marketing campaigns geared towards improving the business profile as well as page rank.


This is very important in that a website can be able to increase its organic traffic which in turn translates to higher conversion rates. As a result, online users will convert into paying customers resulting in the business earning revenue. The sales funnel does not end there. Customers will continue to purchase products and services while advertising the business through other channels like social media.


Final Thoughts

As an advertiser, there is a lot you have to do in order to ensure a successful campaign. For starters, you have to track your conversions. Data from conversion can be used to improve the website’s organic traffic and page rank. Secondly, advertisers need to set a sensible budget. This means spending a per click amount that is less than profit earned per click. Lastly, find niche keywords. This calls for implementing a long tail keyword strategy. By implementing the above points, you will be able to set a successful pay per click marketing campaign.

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