The key to succeeding online is marketing directly to your audience. The internet is an ocean, and how can you be sure that your ads aren’t getting skimmed over but uninterested people?

How can you find an affordable way to market to specific audiences online? Pay Per Click marketing (PPC) is exactly what you’re looking for. It’s huge, and many websites and businesses have been utilizing it for years.

But what is Pay Per Click? We’ll cover that in our basic guide to understanding this method of advertising.

What is Pay Per Click?

PPC is an advertising method that allows your ad budget to be exactly proportional to the number of people that see your ads. As the name suggests, PPC only requires you to pay for an advertisement when it is clicked.

Why PPC is Effective

The reason that Pay Per Click is usually effective is the ability that different platforms have to reach specific audiences. In the majority of cases, users will choose Google Adwords or Facebook’s advertising platform.

These sites allow you to register, create an ad, and have it presented to a demographic of your choosing. This is fantastic because most advertisements are seen by thousands of people that don’t have any chance of clicking them. This all changes with PPC and your ads are only seen by people who have a relative chance of being interested.

Long story short, you get to choose your audience.

The thing is, people often miss out when they don’t explore their PPC options. There are a lot of companies that provide excellent PPC options that are far cheaper per-click than Google or Facebook are. Especially in the case of small businesses, choosing a smaller company poses a lot of benefits.

The personal attention that you get with other firms is strikingly helpful in comparisons to sites like Google Adwords or Facebook Ads. While there are some benefits to going with a larger site, they are likely not too significant, and the ability to speak with someone may be the only way to effectively tweak your platform.

The Cost

A typical ad campaign has a fixed rate that doesn’t change at all if you don’t see any results. This is what’s fantastic about PPC– you pay for exactly as much as you get.

Maybe you have a fantasy of creating an ad for cheap and having it, somehow, bring you thousands of dollars in revenue. That’s fine, and there is a small chance that it could happen, but the reality is that you’re likely to get less than you pay for.

Another thing that’s nice about PPC platforms is the ability to select an ad budget. Say your monthly budget is 200 dollars. If you get clicked enough times in that month, your ad will be removed from the site and you won’t have the ability to lose any more money.

You Can Adjust Ads as You See Fit

There has been some frustration recently about the default settings of Google Adwords. The difficulty comes from the idea that the default settings should be set to benefit the most people. It appears, though, that the default settings will place advertisements on the sites that are most beneficial to Google.

Even though the default settings are a little out of whack, it’s still nice that you have so much freedom to alter your ad. You have the ability to pick specific days of the week to advertise on, you can choose what kind of people you’d like to target, and you can choose to make a lot of decisions about your ad placement.

You also have the ability to select geographic locations to isolate your advertisements in, making it extremely relevant to specific areas as things change. Cultural events, weather, holidays, and more can all change the optimal strategy for you to reach the most people, and you have the ability to make real-time adjustments to your ad campaign.

These benefits are present in smaller advertising firms as well.


An essential part of your actual ad is going to be how you choose keywords. It’s easy to just pick the keyword or phrase that first comes to your head, but you should certainly refrain from doing this.

A lot of energy is dedicated to the research and optimization of keywords, and you should look into the data before you make any decisions. There are a lot of resources online that look at keyword data.

Look into your geographical location, your target demographic, and your niche to see which keywords are landing sales and which ones aren’t. It’s difficult to come up with these words and phrases yourself, but looking at the data is cut and dry. You should also take a little time to look into your competitors.

Find the most successful website in your nice and run some competitor analysis on them. There are sites online that allow you to look at the specific search engine optimization of your competitors, and that involves looking at their keyword optimization.

The successful keywords they are using will likely be successful for your ad campaign.

You Can Review Analytics

Finally, a great aspect of PPC is that most platforms give you the option of looking over your own data.

You can analyze a lot of elements of your advertising. Things like seeing which times of the day people are most interested in your ad, which days of the week they tend to click, and where they usually are when they’re clicking are all at your disposal.

You can use this information to tailor your platform to the optimal times and locations. This information will ultimately get you a higher conversion rate and the likelihood of more sales

Interested in Boosting Your Presence Online?

So, what is Pay Per Click? It’s a way to improve your business.

There are a lot of other ways to increase your sales by improving your online presence, too. If you’re interested in any ways to improve your business through the web, we have the information that you need.

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