What is PPC?

Posted on December 18, 2011

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What is PPC?

Everybody with a website wants to be on the first page of a Google search results page, right? Unfortunately that’s easier said than done. Even if you’re doing SEO with a professional, it can take half a year before you’re seeing the results for the keywords you want to rank for.

To be seen right away you need to do some pay per click (PPC) advertising. Platforms like Google AdWords allow you to choose keywords, write text ads around those keywords and appear on the right hand side, as well the as the top of a search engine result page. As opposed to link building and website structuring, all you need to do to appear on page one of the search results is pay a small fee for each click.

The best Internet marketing strategy involves using SEO to improve your search results over time while using PPC to get some instant web traffic. Here are my top three reasons you should be using paid search in addition to your other marketing efforts.

1.       You only pay when someone clicks on your ad.

Unlike traditional forms of advertising, you know people are actually engaged in your paid search ads because if they don’t click on it, you don’t pay a dime. You could pay hundreds of dollars for a newspaper ad and never know if anyone read it, but with PPC you know exactly how many people clicked. You can set up your website to track sales based off those advertisements to find out exactly how much money you’re making because of your ads. No form of advertising has ever allowed such precise analytical tracking.

2.     You choose who sees your ads.

By properly selecting your keywords, you know exactly who is going to find your ads. If you’re selling Bluetooth headsets, nobody is going to accidentally find your ad by searching for organic dog food. You can also target locations, which can be extremely valuable if you’re selling a product and only ship to certain areas.

3.     The results are immediate

Like I’ve said, SEO can take months to pay off, but you can create an AdWords account and increase the traffic to your website the very next day!

PPC advertising requires a lot of time and effort, as the price per click on each of your keywords rise and fall like the stock market every day. Most small businesses choose to use an AdWords management service to help them with their keyword bidding because they don’t have the time, and they still have a store to run as well. Happy advertising!

Trace Ronning is the social media coordinator for WordWatch PPC Management. They’re dedicated to delivering small business advertisers better results for their money. He blogs about small business and paid search at blog.wordwatch.com and you can follow him on twitter @WordWatchPPC.

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