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Pay Per Click Advertising, The Best Ultimate Way to Promote Business in 2024

PPC stands for Pay-Per-Click. Pay-per-click advertising is a popular technique on the Internet. Found on websites, advertising networks, and especially search engines. Pay-per-click advertising involves sponsored links that are typically in the form of text ads. These are usually placed close to search results, where an advertiser pays a particular amount to visitors. Who click on these links or banners and land on the advertiser’s web page.

Essentially, Pay-per-click advertising is all about bidding for the top or leading position on search engine results and listings. Advertisers do this by buying or bidding on keyword phrases that are relevant to their products or services. The higher the bid, the higher the spot on the search results. The more people will find the ad (and click on it) to go to their websites (this is why some people call it “keyword auctioning”). Advertisers would then pay the bidding price every time a visitor clicks through the website.

Pay Per Click Advertising

Pay Per Click advertising with standard procedures:

  1. Setting up an account and/or deposit funds.
  2. Creating a keyword list.
  3. Choosing (and setting up) an account with a PPC search engine.
  4. Bidding on the ad placement, including the search result in words or phrases.
  5. Writing out an ad copy.
  6. Setting up the landing pages for your ads.
  7. Placing the advertisement in the search engine.

There are many benefits to Pay-per-click advertising. Making it an effective way of promoting a business online. Some of them are listed below:

  • Get launched immediately. PPC advertisements are implemented very quickly. They can go ‘online’ within an hour after winning the bid and paying for it.
  • Obtain specific, pre-qualified, and quality traffic. PPC provides you with quality or well-targeted traffic. Visitors are narrow down into qualified people who are actually looking for specific products and/or services that you offer. Those who are more likely to become a lead (a convert) and complete a transaction. Either by buying your product or subscribing to the service that you are offering.
  • Widen your reach. Pay-per-click advertising provides additional traffic to your site, aside from the natural or “organic” search engines.
  • Track your investment. Pay Per Click Advertising makes use of a tracking system that will determine exactly who comes to the website and what they do once they arrive. The length of their stay on the site and the number of pages (including the actual pages) that they view. These are valuable tools in determining statistics such as return on investment (ROI), acquisition cost-per-visitor, and conversion rates (the percentage of visitors who are converting into customers or leads).

Some Important Things When Planning On A Pay Per Click Campaign:

1- Know your product– Take an inventory of the product and/or services that you have to offer (before anything else).

2- Stay within the budget- Determine your daily or monthly budget; and stay with it. This means keeping your budget in mind, and avoiding bidding wars if possible.

3- Bid just right- Know how to bid right – a bid that is too high can exhaust all of your money, while a bid that is too low can make you lose that spot.

4- Watch the bottom line- Measure your profit margin against your spending or expenses. Know when to stop and terminate your PPC program – if you spend more on advertising but have little or no sales at all.

5- Find the right keywords- Decide which keyword phrases to opt for and bid for. Do some keyword research, either by actually looking at existing search terms or with the use of online keyword suggestion tools, to know which terms are mostly used when searching for items that are related to your business. Focus on specific keywords, not on general ones.

6- Write effective ads- A good Pay Per Click Advertising is that which can persuade and move a searcher. There are several approaches to this:

  • Discount offers
  • Testimonials
  • Celebrity/famous endorsers
  • Money-back guarantees
  • Free trials or sample offers
  • Freebies
  • Reverse psychology
  • Major benefits (“Lose weight”)
  • Direct instructions (“Click here”)

7- Maintain a professional-looking site- Your web content should be regularly updates and checking for spelling and grammatical errors. There should be no broken links or images. The website should simple design in such a way that it will be easy for visitors to navigate and load. Include contact details to create a good impression among potential customers.

Maximum Web Promotion with PPC

Businesses nowadays are doing different kinds of austerity measures when it comes to advertising their products and services. This is because of the high rates of placing ads in print and on television. But there is a fast-growing approach that businessmen can utilize to bring their services closer to the people and that is through Internet Marketing.

One tool that is causing Internet marketing popularity is pay-per-click advertising. This is a technique using in search engine marketing that requires one to pay a fee every time someone clicks an ad on your website. Usually, this placement is done through a bidding process. If you are a top bidder for your keywords/phrases, you are sure to be in the number one spot on all search engines. Just be sure of the effectiveness of your ad copy to get the most number of clicks you need for your business.

Pay Per Click Advertising

PPC – The Pros

  1. You need not be a genius in computer and technology to be able to run this ad campaign.
  2. Immediate results are seen after a few days.
  3. No need to make a website conform to the SEO rules
  4. Nothing to lose even if you do not top the pages of different search engines. Can still always choose Pay Per Click advertising.
  5. You can make use of any search engine available.
  6. You can type in any keyword you like.

PPC – The Cons

1- Fixed payments every month to the search engine you choose.

2- Pay for each click received by your website. At times, visitors are just competitors or people playing pranks on search engines. This hassle wastes money you put into this advertising.

3- The inability to pay for the fees next month would mean the removal of your website on the paid listings.

4- This advertising can only use temporarily because it is difficult to handle in the long run.

5- Pay-per-click pricing can be costly for long periods. Therefore, this should stop after an ad campaign.

Pay Per Click Advertising Can Increase Traffic, Leads, and Sales?

All visitors to your website are already consider qualified consumers or buyers of your product. Pay-per-click advertising leads your customers to you for a lesser cost.

PPC search engines enable you to get your desired results fast. They will have your website live within just a few hours which means an immediate increase in sales.

This is to get your website on top of the sponsored search results for free. You just have to choose the keywords related to your site and business and place them within your web pages. After this, you are done.

Pay-per-click advertising enables advertisers to control their advertising campaigns. Advertisers have effectively targeted their audience and set their own price per click. Pay-per-click advertising networks provide the platform to identify the desired audience by geographic setting, topic, and industry. These networks have a list of websites of the publishers where the ads will place.

Tools are provided by the networks to check how the pay-per-click limit is working for a certain advertiser. If the advertiser made the highest bid, the better chances the ad will be seen in the search engine. These networks too protect advertisers against click fraud. This advertising setup allows advertisers to set a daily budget for their ads, thus, less spending for unnecessary clicks. Advertisers will never go over their budget.

In pay-per-click advertising, what is important are the keywords and phrases. You have to select at least 10 “very specific” keywords that would give you the best traffic in the search. Then, write the ad creatively but straightforwardly. Tell the truth about your product or service and do not lie.

Important! You should Also Remember to Budget Your Bids-

Do not go overbidding because you will only lose your money and do not go so low that your ads will never get the chance to show up. Check your profit against your spending. If you see no progress then most likely you have to drop your ad campaign.

More and more advertisers have been using Pay Per Click Advertising and it will continue to grow faster than any online advertising technique. From just Google’s revenues of $3.14 billion in 2004 to $95.35 billion in 2017, the cost per click has dramatically gone up as well.

Pay Per Click Advertising is new in online marketing and it is going to continue in the years to come. For advertisers, this means increases revenue with fewer advertising expenses, savings, more sales, good return on investment (ROI), and effective ad campaigns in the days to come.

How to Create a Profitable PPC Campaign Management?

Certain keywords or phrases that people type into a search engine lead to hundreds and hundreds of search results that pertain to that specific keyword. Businesses that want to advertise on the net using a PPC campaign have to come up with a plethora of keywords that are associates with the business that they are running; so when potential customers type in these keywords, it will lead them to their business site.

This is pretty much the whole concept that operates behind Pay Per Click Advertising. This is how a PPC campaign brings in traffic to your site, with the selection of the right keywords that people can search through the net.

Some keywords tend to be more expensive than others, especially popular ones. It is vital to select the right keywords, to get your money’s worth. This is why it is important to manage your PPC campaign wisely. Sometimes you are better off opting for the less popular keywords that are not so expensive, especially if you have a limited budget. Some businesses even hire the help of a consultant to manage their PPC campaigns.

There are a lot of experts that specialize in PPC campaign management. They come up with strategic plans and assess the needs of their clients. They then come up with a PPC campaign that caters to their client’s specifications.

This is why big online businesses seek the expertise of a professional to run their Pay Per Click Advertising campaign. Because the right set of plans can potentially bring in a large number of profits. The more keywords you have, the more you increase the chances of customers clicking these keywords which would lead them to your website.

Pay Per Click Advertising

Importance of PPC Campaign-

If you are running a business online, and are planning to run a PPC campaign. It is advisable to purchase keywords that are extremely related to the theme of your business. This way, people know what they are getting, and don’t get confuse about the content of your website. The secret is to use keywords or phrases that are searching frequently but cost very little.

But first thing’s first:-

You must lure them into your turf. This is why a lot of entrepreneurs spend a large amount of their budget on advertising. Because they know that the right advertising campaign can start the ball rolling.

Also, you should do some research before you start your PPC campaign. There are a lot of PPC search engines to choose from. Those who are less renowned charge less for the same keywords that you’d find in the bigger PPC search engines. The great thing about PPC campaigns is that you can reach a worldwide audience. Advertising online means global marketing.

Most PPC search engines require a monthly payment in exchange for their services. But if you fail to make payments, they will automatically take your listings out of their search engines. So make sure that you pay your monthly bills, so all the efforts that you put into your PPC campaign don’t go to waste.

The potential earnings that can generate by starting a pay-per-click campaign are significant. That’s why a lot of online businesses now are trying to get in on the act. Now, with the right set of keywords, and a smart PPC campaign management plan, more than ever, online businesses are bringing in the big bucks.

PPC Bid Management-

Search engines such as Google Adwords offer top positions among the sponsored listings for particular keywords/phrases you choose. The idea for bidding is you have to buy/bid on keywords/phrases relevant to your business. The highest bidder gets to be on the top of the search result listing and the second-highest bidder, of course, gets the next top listing, and so on. Every time a visitor clicks on your website, you will have to pay the same amount that you bid on that particular keyword.

PPC can be very costly, time-consuming, and sometimes not worthwhile. But if you know how to go about the step-by-step procedures, PPC is a welcome change to traditional advertising. If you do your searches for products, articles, and auctions on the net, you usually type in a keyword or a set of phrases to guide you in your search. Either you use Google or Bing Search depending on where you are most comfortable and where you usually get the best results.

As soon as you key in the search button, immediately a long list of keywords or phrases will be displayed containing the keywords you key in. The first or the top link that you saw is most likely the one that bids the highest for that keyword you type. In this way, businessmen will produce the desired results. They get to be advertised, at the same time, saving and spending only for the clicks they need that might translate to potential sales.

Why So Important PPC Bid Management?

The way to start PPC bid management is to identify first the maximum cost per click (CPC) you are willing to pay for a given keyword or phrase. CPC varies from time and even from search engine to search engine too. Maximum CPC can be measured by averaging the current costs of bids (bids range from $0.25 to $5). The average of these bids is to be used as the maximum CPC, to begin with. As your ad campaign progresses, the actual conversion rate (visitors turning to potential buyers/sales) will be determined and you may have to adjust your CPC (bidding rate) accordingly.

When you start to bid, see to it that you adopt different bidding strategies for various search engines. Search engines have their own PPC systems that require different approaches. It is also worthy to identify different bids for the same keyword phrases in various search engines.

Another thing, it is wiser not to bid for the top spot for two reasons:
1) It is very expensive and impractical, and

2) Surfers usually try different search queries in various search engines before they settle on the right one that fits what they are looking for. This hardly results in conversion. Try to bid for the fifth spot instead and work your way up.

If you are now going steady on your PPC biddings, it is time for you to develop your own bidding strategy accordingly. You need to track down which sites bring the bulk of your traffic and identify the ranking of your paid ads. This will help your bidding strategy to be effective and you should also decide where you want your ad to be positioned. Usually, your maximum CPC will limit your choices.

Bid Management Tools for Pay-Per-Click Advertising-

It is best if you take advantage of the bid gaps by filling them in so you can save up your cents for other bidding opportunities. Often there are keywords worthy of lesser bids to get the appropriate ranking on the list and produce a good number of clicks and higher conversion rate rather than bidding higher but having a poor conversion rate. You have to keep in mind that overbidding too is not good but rather the best position for the most effective bid.

Using pay-per-click bid management in promoting your website will only be successful if you take time building many lists across many engines and studying the performance of every listing. In this way, you can make the most value from what you spend in the bidding process. The key is to use the necessary precautions to stay ahead of the competition.

In ensuring the best results, you may use bid management tools. There are accepted and approved management tools that will help you in your bidding. Monitoring tools too may help in the tracking down of your keywords/phrases and search engines as to which among them often generate sales, overall and about your cost per click. This is what you call return on investment (ROI) monitoring.

These bid management tools may include additional functions that may not be from readily available online marketing tools. Other tools can monitor competitors’ bids, produce reports for different parties, and offer the ability to interface with multiple PPC engines. This is particularly helpful to those who manage more than a hundred keywords across several PPC engines to boost productivity and save time.

PPC Advertising

Cash and Pay-Per-Click Affiliate Programs-

There are actually two types of PCC affiliate programs. Those who pay a commission based on the number of clicks and the other based on the sales. The pay-per-click scheme is much more popular than pay-per-lead because the affiliate gets paid by just clicking the ad, regardless of whether the visitor buys from the affiliate merchant or not. Plus the chances of a visitor purchasing something from the affiliate merchant are not really that high.

In choosing an affiliate program, read the fine print carefully. Some pay-per-click programs get the ratio of the number of people who went to your site and the actual people who clicked on the ad. If you have a heavily targeted website, this can hurt your earnings.

How do You Start?
Of course, you need to have a website. Depending on your target audience, choose the best affiliate merchant that is most related to your topic. For example, if your website is about Carpentry then you can search for affiliate programs that sell tools used in carpentry.

However, if you don’t have a website, that’s not a problem. You can put up a content site about absolutely anything under the sun like ‘Taking Care of Dogs’ or ‘Decorating your own Home.’ But wait, it’s not over yet. We are faced with a dilemma – on how to increase traffic! You first need to get Internet surfers to see your website, then the ad.

How Do I Increase Traffic and Make More Money?

First, design your website in such a way that it will attract Internet users. A user-friendly site is always recommended so that the customers will know which one to click. Take into consideration the look and feel of the advertisement. If it doesn’t look professional, most likely, users will just ignore it. Place the ad in a strategic location – one where users can see it clearly. The visibility of the ad is always important.

Another way is to post a link to your website in forums, web communities, ezine articles, or bulletin boards. However, this method requires a lot of effort – that defeats your purpose of getting easy money in the first place! The key is to do something once and forget about it. It’s like putting your business on autopilot. To maintain your pay-per-click business, be sure to track down site activity, so you are updated on how much money you are making.

If you think you can go to the next level, you can try a two-tier affiliate program. This gives you the power to recruit affiliates. Other than the money you get from your website’s clicks, you will also get a percentage of what your affiliate generates. Some companies give 30% to a soaring 50% commission on all referral sales.

Remember, you should be able to manage and monitor your affiliate program. If you can recruit more affiliates, then you can get paid more without even moving a finger! Choose affiliates that can most likely attract more Internet users and bring more traffic. You just have to know the right people.

In Closing: To SEO or PPC?

The online community is definitely a large marketplace that you cannot ignore, especially if you have an Internet business. There are thousands if not millions of consumers that you can tap on the Internet. At the same time, the Internet also poses a quite different challenge. The easy access that the internet provides also gives you as much competition as you can imagine. It is too crowded and congested.

Having a website is not enough to make your business run and able to compete. You must take other alternatives to give way for the online community to access your website at any rate or chance possible. You have to expose your website. Make it known. It has to be visible. It has to be frequently targeted by consumers and surfers.

Invest in marketing your Internet site. There are two options available to you, SEO and Pay Per Click Advertising. These two are probably the most desirable alternatives you can get for your Internet business as a strategy for search engine marketing.

1- SEO

SEO stands for Search Engine Optimization. Some researches indicate that 60% – 70% of Internet surfers and users resort to using the Google search engine to find and locate websites and pages, for any topic they desire. SEO is the process taken to make sure that Internet users will find your website when ranked among the top results of a search. This way you can make sure that you will be visible and can clearly stand out from the rest.

To get search engine optimization, you will have to build your Internet site and frequently hit Internet links to website pages. The process will involve IBLN or Independent Back-Linking Network, wherein hundreds or even thousands of pages will be utilized to promote a particular website of a client.

In SEO, there is no need for you to pay for the clicks although it will require you to spend time researching to get a favorable combination of ads and target audience. The SEO process is a long-term one. It requires months, 6 months at least before the proper outcome is fully achieved, but once the goal is accomplished, you will definitely get a steady source of profit.

2- Pay Per Click Advertising

PPC gives way to advertising on a search engine. These are sponsored listings that you see whenever you search. There will be a charge whenever a visitor or web surfer clicks on any of your ads. There will first be a bidding process. The highest bidder for the price per click will get the chance to be first listed in the search engine.

In this type of advertising, you can still basically control your campaign as you get to create your ad. You will also manage the target audience and still stay within the bounds of your budget. Most of the providers of Pay Per Click Advertising will allow you to specify the target market, either by topic, industry, or geographical location. You can also very well check if your ad gets to be shown at all and if it is competitive with the rest.

Some guaranteed benefits when you get to maximize the PPC strategy.

  • PPC lets you advertise to the whole of the online community. It is also relatively easy to set up.
  • At first glance, pay-per-click advertising may seem very expensive. Could it possibly happen that someone out there will go on clicking on your ad? This will give you a large bill without the expected profit on your part. If this provides a lot of worries, rest assured that there is protection for you. Networks can recognize fraudulent clicks.
  • You can also set a budget for a certain period. The moment your budget has been used up by the target number of clicks, your ads will no longer be displayed until the next period you want them again displayed.
  • You will also be able to adjust well to changes in market demands and trends.


In deciding which of the two strategies will work right for you. Think of your goals and your resources. They offer benefits and advantages that will work for your good. The better way to approach these two is to evaluate them according to your short-term and long-term plans. Take the Pay Per Click Advertising course for your short-term goals and choose SEO if you have long-term ones.

Their world is out there for you now. Just make sure you do what will work best for your entrepreneurial endeavors and visions. The secret to success lies in your hands. Just study your options well and you’ll get exactly what you want!

So, if you like this article about Pay Per Click Advertising to promote your business in 2021 then please comment. For some more useful and informative articles, please visit And you also find some great digital marketing products with Discounts.

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