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What does Pay-Per-Click mean?

When you hear the term "pay per click advertising" what is actually going on? In order for pay per click advertising to make sense in the online world it has to be viewed from a variety of angles.
PPC stands for pay-per-click, a form of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

How does PPC work?

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. For example, if we bid on the keyword “Leaky Faucet,” our ad might show up in the very top spot on the Google results page.

To start with the most obvious, is that businesses are paying a fee per click, which is an amount each time someone clicks on their ad. If they spend time on your site then they are likely to click on an ad again in the future, because they now know like and trust you.

Pay per click advertising also allows a business to get on the first page of search engines. If a business spends money on ad campaigns, they are more likely to come up in the search results as they are being seen by more potential customers.

What does PPC cost?

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 properly, that amount is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $2 for a click, and the end results in a $300 sale, then we’ve made a great profit.Its a matter of rinse and repeat.

A lot goes into building a profitable PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions.

Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks.

If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to get it right.

Are there negatives to PPC?

However the reality is that there are some businesses owners who do not want to see their website off page 1 of search results. With a website which is constantly in the first page of search results, it is possible to get great targeted traffic.

There are some negatives to pay per click advertising because there is no guarantee that it will result in any sales at all.

If a business is willing to put in the effort or pay an expert team like Flashlight Marketing to create pay per click advertising campaigns, then they can see the rewards. It can be a very good way to get their name in front of potential customers but if a business owner doesn't want to waste time then it may not be the best option.

Doing PPC on your own?

One thing that must be considered when deciding whether or not to do your own pay per click is how to manage it. There is a big and at times expensive learning curve when doing PPC. The costs can also depend on the number of clicks that need to be done so if the site only gets one click it may not be worth it.

Another factor to consider when thinking about the process is that business owners will still have to spend time researching and testing their ads.

If the ad was clicked and the website didn't make any sales, it is important to know that the ad wasn't doing its job correctly. If it was shown only once and didn't bring the visitor to the page it would not be worth it. It is important to learn what keywords the person used and make sure that it is relevant to the website.

Here's an in-depth guide on choosing a PPC channel.

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