Pay Per Click (PPC)

When the advertiser pays (Google, Facebook, LinkedIn etc.) for the action of a click on an advertisement.

Paid search campaigns executed through Google Ads, Facebook, and Bing will require PPC. When you create an ad that your target audience relates to, it will entice them to click it and can also generate a lot of traffic to your website.

For a typical Google ad, pay per click is set up by bidding for keywords, where different words vary in popularity and cost different amounts. There can be moderately popular but very expensive keywords that only larger players can afford vs. popular keywords that are a lower cost because few industry players are using those keywords.

The trick is to know what’s happening in your industry, research the keywords that the competition is using and figure out which keyword combination works best for you. The right research and analysis will determine an effective PPC strategy. Continuously measuring the campaign progress and adjusting your PPC keywords will ensure your budget delivers the biggest bang for the buck.