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Pay-Per-Click marketing, as the name clearly indicates, is when you pay the ad publisher a click fee each time someone clicks on your ad to visit your website.

Pay-Per-Click marketing is a highly effective, internet marketing strategy which can send targeted traffic to your online store within a couple of hours or less.

Pay Per Click, (PPC), also known as “Cost per click”, or pay for performance marketing is where you pay the publisher, such as a website owner or Google AdWords a small fee every time your ad is clicked on and that user lands on your website as a result of that click.
When advertising on search engine websites with Pay-Per-Click marketing, your goal is to bid on keywords and keyword phrases which are relevant to your target audience. A higher bid will get your ad placed in a higher position in the search engine ad results, which are normally found on the right hand side of the regular search engine results and then again at the bottom of the page, such as in the case with Google Ads and Google search results. However, when advertising on content related websites, you’re charged a fixed price-per-click rate each time someone clicks on your ad rather than a bid rate for clicks based upon ad position on the Google search results.

In both types of pay-per-click ads, the ads are displayed on websites or search engine search results with related content which increases the likelihood of the user clicking on your ad. Furthermore, with Google Ads your ad can be found on unrelated websites as well simply because the user was searching for your type of products elsewhere or at another time and thus allowing your ads to follow the user no matter what type of website they’re on. If that site hosts Google Ads then your ad will be there based upon previous searches conducted by the user.

Not only is pay-per-click marketing effective, but it is also beneficial to the advertiser, consumer and the publisher as well.

The benefits for you, the advertiser, is that you only have to pay when someone actually clicks on your ad and visits your website.

The consumer benefits by clicking on the ad and landing on a website which offers exactly what they’re looking for. And the publisher benefits by getting paid each time someone clicks on your ad and visits your site. It’s a win-win marketing plan for everyone.

When a potential customer searches for a specific product online, they’ll normally type in the product name or the product name in a keyword phrase such as, “Sony model xyz digital camera” or “buy Sony Model XYZ with free shipping”. And you can experiment with keyword variations as well.

Pay-Per-Click ads are displayed on the right side of the regular search results and are many times more ad specific. If your ad title matches what the consumer is looking for then that consumer is more likely to click on your ad and visit your website. And this is the type of targeted traffic that you’re looking for - customers who are looking to buy your product.

Setting up Pay-Per-Click ads for multiple top selling products can lead to repeat targeted traffic daily which can lead to plenty of sales as well. Furthermore, Pay Per Click marketing is safe. You can limit your budget and control how much you’re willing to spend on clicks and ad placement position, and also how long each ad campaign will last.

Yet in spite of all the positives with PPC marketing, there are some downfalls to look out for as well.
For example, many advertisers start using the Pay-Per-Click marketing model right away without having any experience or know-how on the matter. They don’t research, study, or take notes, and instead just get in there, deposit funds and fire away. And although the attitude of “get in there and fire away” is good to have, yet to do so without educating yourself first and creating a clear and precise, Pay-Per-Click marketing strategy can deplete your funds within a few hours or less.

Therefore, it’s important to plan well and many times, test the waters first before going full force.

You’ll need to carefully select keywords and keyword phrases and bid for those keywords in such a manner so that you won’t go broke right away while still being able to obtain a top ad placement. However, needless to say, a Pay-Per-Click marketing campaign that generates lots of traffic and lots of sales can become expensive as well. And a fine line must be drawn between how much you have and how much you can afford to spend.

It’s also important to remember that most Pay-Per-Click marketing campaigns will require continual funding to keep generating traffic, because once your funds are depleted, then your ad campaign is stopped and placed on hold. And in order to start it up again, you’ll need to refill your account first.

The cost of bidding on popular keywords and keyword phrases becomes another financial concern when launching a successful marketing campaign. And companies with large advertising budgets are able to place high bids on the most popular keywords and hold their position in the search engine ad results. Yet this can make it rather difficult for small businesses to compete for popular keyword phrases.

There are however certain methods which can be used to bid on popular keywords and keyword phrases for top selling products even before those products hit the market, such as in the case with technology products for example.
Saving money on Pay Per Click ads

When you focus on a niche market then it becomes easier to stay on top of the market and know what new products are coming out and when they’re coming out as well. Once you are aware of such factors, then you can begin to place bids on those keywords for those products before anyone else does in order to start taking pre-orders online.

You can build a product page on your website for that specific product and then start a Pay-Per-Click campaign sending the user to that page once they click on your ad for that product. And on that page you can clearly state, “Taking Pre-Orders Now!”. This is a popular yet little used marketing strategy used in many product categories but more so in the technology sector such as computer hardware and software products and consumer electronics as well.

Then you can proceed to accept the pre-orders and then ship the product once the product becomes available. This becomes an effective strategy to bid on keywords at a very low cost since the product hasn’t even come out on the market as of yet. And this is an excellent way to keep lining up orders and increasing sales with the help of Pay-Per-Click marketing.

You can also save more money on Pay-Per-Click campaigns by bidding on partial keyword phrases and using only the model name of the product for your ad headline, and adding the complete product name in the description itself. For example, you can bid on the title keywords “Model XYZ” instead of bidding on the complete keyword phrase “Dell Model XYZ Laptop” seeing that although Dell becomes a very important part of the keyword phrase for the ad title, it also becomes the most expensive part of the ad as well. And you can use the product name for the ad title while using the complete product name with the manufacturer name included in the actual description of the ad itself.
Running an effective PPC marketing campaign

There are a few things to consider when running an effective PPC marketing campaign.

ROI (return on investment) is top priority when launching a Pay-Per-Click ad campaign. However, in order to get a good return or good results, you’ll need to select the best keywords and keyword phrases that not only relate to the product or products you’re selling, but will also persuade the potential customer to click on your ad.

It’s not enough to just use the name of the product as your ad title; you’ll need to have a title that will cause your customer to click on your ad. But when it comes to advertising with Google Ads, your ad will have to be placed in a competitive position as well. In order to get the most clicks for your dollar your ad will need to be placed in the top 10 ad results in order to land on the first or second page. This is the best way to increase click rate, sales and customer awareness.

It’s important to maintain a good position and a good click through rate without having your funds depleted so quickly as well; because without funds, there are no ads.

If funds begin to deplete too quickly then you will need to tweak your ad by experimenting with keywords and keyword phrases and ad position as well.

If you’re not getting the click rate hoped for then boost your ad position by bidding higher on your keywords.
It’s also important to monitor each ad when placing multiple ads for multiple products or the same product as well. When an ad stops working or producing results, or depletes funds rather quickly then either shut it down or tweak (modify) the ad. And as is the case with any internet marketing strategy, you may want to do some testing first on your first few ads. For example, you can start all ads on the bottom position and then work your way up until you start seeing results without spending too much money for clicks.

Modifying your ads can become a continual process at first, but it won’t take long to know what works and what doesn’t. Yet by taking the time to do so, you can create a steady click through rate and create more targeted traffic daily. And more traffic means more sales.

Pay-Per-Click marketing is easy and can help your business grow when executed correctly right from the start.

The following Pay-Per-Click publishers are the most popular PPC providers on the Internet. Each publisher also provides complete step-by-step instructions to help get you set up and running in no time at all.

Google AdWords

Yahoo! Search Marketing

Bing (Microsoft)

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