In its simplest form, pay per click (PPC) marketing is an advertising arrangement where a company places its ad in a search engine (the host) or a particular website. Every time searchers and potential customers click on the specific ad, it pays the host a previously agreed amount. It is supposed to be a cost effective alternative to hiring a team of search engine marketing experts whose services will have to be paid for optimizing one’s own site. The theory is it would be simpler and cost less to pay a search engine to send an individual or company website the targeted traffic through an ad spot.
Pay per click (PPC) marketing works by bidding for a place for a client’s keyword or phrase in a list. This process is called the pay per click bid. The highest bid offer gets the top slot until such time when another company or person bids more, in which case the previous top placer slid one rank down, and so on. This kind of online marketing is a proven and tested way of bringing product awareness to customers. Expertly handled and managed, PPC advertising can bring in business at less cost with a corresponding increase in the ROI (return of investment).
From the business profit perspective, it would appear a PPC campaign is maximized if entrusted to the professionals. Pay per click management professionals are trained and equipped to strategically manage a campaign that will reach the largest number of audience. A well-run pay per click (PPC) marketing campaign will place a company website on at least the first three pages of a search engine results page. In addition to their expertise, PPC marketing experts have the time, the resources, and the software tools to make a thorough analysis and evaluation of the market and competitors. Their job would include setting up, monitoring, and maintaining successful advertising, create effective landing pages, analyze and measure the effectiveness of the campaign, and constantly upgrade the website for better performance.
The main advantage of a pay per click (PPC) marketing campaign is the speed with which it generates results. It can get visitors in a matter of days, not months! There’s even software that tracks and monitors these. Admittedly, pay per click (PPC) marketing does have its disadvantages, but it is negligible compared to its effectiveness and, indeed, the ROI on PPC is good.
It is also often touted as a quick and effective cure to marketing problems, in turning around a failing business or making a winner out of a losing product. To some extent, that is true, but it comes with hard work and effort. Hard work and effort means thinking very hard and conceptualizing plans to make a pay per click (PPC) marketing campaign work more effectively. It would mean the constant testing of variables, and trying and experimenting with all possible options to find the best way to maximize even a small ad spot.
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