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You’ve Heard of Pay Per Click, But How Does PPC Work, Anyway?

how does ppc work

Pay per click marketing is a fantastic way to place your advertisements in front of the people that actually want to see them. There’s a lot of buzz around the idea of “PPC,” or pay per click marketing.

While it’s well established that pay per click is something to consider for your site, how does PPC work?

We’ll discuss what pay per click is and how it can benefit you in this article.

How Does PPC Work?

Marketing is essentially an effort to get people to make purchases and frequent your site. That’s the basic principle.

A lot of people dedicate their professional lives to figuring out how to do this. The old method, and one that only works in some cases, was to pay for ad space on a website and cross your fingers.

Sure, the site you paid falls into a niche that has users who might want your product, but you’re not likely to see much of an uptick in traffic from a random ad.

The lack of results comes from a lack of specificity of the audience. Your ad will be more successful if you can put it in front of people who you know will respond to it.

Specific Targeting

PPC marketing platforms are usually found on large sites like Google, Facebook, and Pinterest. These are the bread and butter sites that host massive amounts of user traffic. Each one of these sites has millions of visitors from different demographics, niches, and countries.

In other words, they are places that you want to advertise. Beyond sheer traffic, these large sites are getting better at documenting user information. Whether it’s search habits, cookie data, or even personal information, sites like Facebook have a deep insight into their users’ lives.

The sites are able to analyze users’ interests, preferences, purchase history, and more. This is an unprecedented amount of information that’s unsettled some people because their information is easy to catalog.

At the same time, the presence of that information gives you an excellent opportunity. PPC platforms have the ability to put your advertisements in front of very specific audiences with specific interests.

Let’s say that your target demographic is business professional women from the Midwest. Let’s also say that you know your demographic is more active online from the hours of 6 to 10 PM. A quality PPC platform will allow you to market to business professional women in the Midwest during that time.

The level of personalization is almost more enticing than the way payments are set up.

How PPC Charges You

The method of payment is where PPC gets its name, so you can guess how it works. Still, there are some specifics you should know about the pay per click process.

Simply put, you pay every time a user clicks on your ad. This means that you pay for exactly what you get.

Traditional advertisement cost a fixed amount, not changing with the result. Traditional methods are nice because you have the ability to pay very little for an ad that takes off and brings huge results.

At the same time, you could pay a significant amount for an advertisement that doesn’t do much work for you. PPC finds itself right in the middle and offers a method that gives you what you pay for.

There’s also a cap in place that prevents your ad from taking off, leaving you with thousands of dollars in advertising bills. It follows that a successful ad might become more expensive than you can afford.

You have the option of setting a budget limit on your ad. This means that your advertisement goes offline once you reach the budget limit. In this way, you can have an exact value to set aside each month for your advertising budget, and you can be sure that you’ll get exactly what you pay for.


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How to Prepare a Platform

The site itself does the work of placing your ad, but you need to know where the ad should go in the first place. You also need to know what sort of ad will be successful.

First, you have to understand your target demographic. Google’s PPC platform will give you access to analytics that can describe your demographic activity. Google Analytic’s ability to show you who’s on your site is valuable.

Even if you don’t use Google Analytics, you need to know who’s visiting your site, their general age, gender, interests, and search time. This information will help you place an ad that gets results.

Additionally, you need to understand which keywords are trending. Keyword placement is important in the construction of a good ad. Do some research on trending keywords and create a few ad campaigns that target the various popular words or phrases in your niche.

Employing multiple ad campaigns is a great way to optimize results. You can also benefit by using different campaigns on different websites. Take a look at the metrics from different sites and determine which results might come from different areas.

For example, you might get better brand recognition results by using Facebook’s PPC platform. Alternatively, users on Pinterest are more likely to make purchases. In that sense, you could advertise products on Pinterest and push SEO optimized content on Facebook.

There’s a lot variation to what you can do. It all depends on what your business does and how you’d like to expand. The point is, PPC is as good a tool to use in your e-marketing efforts as any, and there’s a way it can suit your businesses.

Need Help Getting Started?

Still asking yourself, “how does PPC work?” It can help to have a little guidance when you’re just getting started. It may even be beneficial to have someone take the reigns on your platform entirely.

If you’re interested in learning more about how PPC can work for you, we’ve got all the information you need.

Let’s start a project together. Contact us today!

This post was published by Donald Kim at 
Optimized Webmedia. Optimized Webmedia is a customer centric, 360° Digital Marketing agency, specializing in SEO, Google Ads PPC, Content Writing, Social Media Marketing, and Website Design. To learn how Optimized Webmedia can help optimize your website to attract more visitors, book a free consultation and ask for our free SEO Site Audit

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