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Pay Per Click (PPC) – How Does It Work?

If you want to get more traffic to your web site via search engines like Google, there are two main methods – search engine optimization (SEO) and pay per click (PPC.)  Both can have a place in your efforts to get more people to go to your site.

Both SEO and PPC have a place

With search engine optimization, you will get results, but it may take a while for you to move up in search engine rankings. With pay per click, you can set up an ad this morning, and potentially have your ad on the first page of Google or Bing search results up that very day. Whether you need PPC in New York or elsewhere, the process is basically the same.

How PPC can work

You can put up ads on your own, or you can work with a company that can help you with SEO and PPC issues. The way it can work for PPC is this:

Create targeted ads: You can use keywords in the ad, and have the ad show up when people search for particular keywords. With Google, it will cost you a certain amount each time somebody clicks on the ad. The cost of the pay per click will depend upon how popular the keyword is. This is where it can be helpful to work with a an SEO/PPC specialist to write the ad, and start your campaign, because the expert can potentially help you write a catchy ad, as well as help you with the bidding process on the keywords.

Potential customers find your ads: Once the ad is set up, customers can see your ad and potentially be directed  to your site. The ad will show up when people search in Google or Bing, and be listed as paid search. It could potentially be at the top of the page, or in the right-hand column. For example, if you are based in Staten Island, you can do PPC in New York to potentially drive people to your company.

Visitor clicks ad and views landing page:  What may work well for you is to have a landing page on your web site that will more easily show whatever you are trying to promote. For example, if you are selling walking shoes, and you run a PPC ad promoting that, your landing page (that is connected to the PPC ad) should have information about the walking shoes, so that the potential customer can quickly find the information he or she needs.

Visitor becomes customer:  Your hope, of course, is that the visitor potentially orders the product and becomes a customer. If your product or service looks appealing, and fits their needs, they could be. Make sure that it is easy to place an order, or contact you, or do whatever needs to be done.

Campaign analyzed and optimized: You can look at how the ad worked, and tweak it, or you can work with a web marketing company like Blue Fly Web, a company that handles PPC in New York and other major cities, to analyze your campaign, and optimize it for the next time.

Lisa Swan writes for SEO sites like Blue Fly Web Marketing.

About Emma Gilbert

Working in the marketing industry since 2002. This blog is one of my hobbies.

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