Search Engine Advertising
Pay Per Click Advertising, also known as PPC Advertising is a process where a business or person advertises online via search engines ( Search Engine Advertising ). The only time that you pay for your campaign is when someone clicks on your ad. The most common known search engine that you can purchase pay-per-clicks from is Google and that’s who I will be referencing in this article.
When using PPC as a marketing avenue it would be a good idea to familiarize yourself a little about how search engine marketing works. PPC can get a little pricey and throwing money at it while you are trying to figure it out probably wouldn’t be the smartest choice. Open an Adword account and fumble around there as well, there is a lot of things going on in their dashboard and your time and money can get away from you pretty quick. It would also be beneficial to learn how your customer would search your product or services that you will be advertising to. Again, the Adword account does offer some insight on certain search phrases and keywords.
Pay Per Click Advertising allows you to bid for ad placement in search engine’s sponsored links. When someone searches a keyword or key phrase that is related to your business offering, your ad will show up on top of the page (assuming you placed your bid high enough) with an ad label attached to it. For example, if we bid on the keyword “natural dog food” our ad might show up above (or on the right) of the page queries of the Google results page.
As you can see from the image above there are three distinctive search results for our query. The top 3 title tags are pay per click campaigns with the yellow ad tags. Below the 3 pay per click campaigns there is a grey line that separates the “natural listings” or “organic listings.” And to the right Google Returned rich snippets for eCommerce sites.
There are varies reasons why you would want to use pay per click advertising. One good reason would be to get your name showing up for certain keywords or phrases while you are working on your websites search engine optimization. There is a lot of talk back and forth if paid advertising with Google helps your rankings. I personally don’t believe that paid advertising influences your natural listings. I am sure if it did would would be seeing a whole different view in the listing. Another good reason ( being that you can control geographic appearance of your click campaign ) is to help the promotion of your business to your local community and let them know you are open and you’re offering the services that they are looking for.
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