PPC Advertising

Pay per click (PPC) is an Internet advertising model used on search engines and advertising networks where advertisers pay only when their ad is clicked by a visitor. PPC advertising has become a central means to market on the Internet.

Benefits of Pay Per Click Advertising:

1. You advertise only to people who are looking for you.

   In search engine advertising, you bid on keywords that are most relevant to your product or service and that show the greatest consumer intent. For example, a used auto dealer in Bloomington, MN with a limited marketing budget needs a PPC management service that chooses its keywords carefully, so as to not waste money on clicks that won’t turn into sales.

   Example Keyword	Consumer Intent
   cars	virtually unknown intent. Don’t bid on this keyword. You will get a lot of traffic, but few conversions (sales).
   used cars	More likely they are in research mode. But still some uncertainty.
   used cars in bloomington	Very likely to convert. Recommended key phrase.

   In every PPC advertising campaign, Brainy Marketing performs a keyword bid analysis to unearth the most valuable, cost-effective key phrases for your campaign. We constantly monitor the bid positions, cost per click and other performance metrics to make sure your campaign stays finely tuned. Learn more about PPC campaign management.

2. You only pay when the visitor clicks the ad.
   

   You Pay Only When They Click

   This is where PPC advertising really shows its unique strength: advertisers only pay when the user clicks the ad, not when the ad is shown. What other advertising scheme offers that advantage? Not direct mail. Not television. Not radio. Not newspaper. PPC advertising is also called double opt-in marketing: the visitor first shows their intent by searching with a relevant key phrase, and then clicks the ad if they feel that what you have to offer matches up with what they desire that that very time.

3. You can micro target your audience for maximum relevancy.

   We already talked about keyword strategies to narrow your audience. You can also focus in on geographic areas by radius, city or DMA, state or nation. Dayparting is another option: have your ads show only during certain times of the day. Some ad platforms also include demographic and behavioral targeting.

4. You can track each step of the campaign, always knowing where to make adjustments. Unlike any other type of advertising, every step of a PPC advertising campaign is trackable. A good PPC management service will track ad impressions, click through rate (CTR), average cost per click (CPC), ad position, and conversions (when a visitor takes action, be it buying something, filling out a contact form, downloading a coupon or other key performance indicator).


An Effective PPC Management Service Will Measure Each Step of Your Campaign

More About PPC Advertising

Continue to PPC Campaign Packages or find out more about our free PPC Q&A Consultation.