Pay Per Click (PPC) Marketing

PPC marketing concerns three parties:

Searchers
people click on paid adverts more than any form of digital advertising. Generally we don't mind being advertised to as long as it's relevant to what we have searched for.

Engines
Search engines are forced to cater to searchers and advertisers at the same time. The engine itself will provide for users by displaying relevant quality search results, while its revenues come from the advertisers. 

Advertisers
They are offered a unique means of reaching a targeted audiences.


What is PPC Marketing?

Pay per click marketing revolves around keywords. Keyword research, combination, and organization is the key to creating successful AdWords campaigns. Search engines reward advertisers who can use effective keywords to create intelligently targeted PPC campaigns by delivering targeted visitors that click on your listings.

Dont assume that your ads will be shown purely on Googles search results pages as Google use a network of publishers to display ads for them. We've all heard of class action suits against Google and other paid search engine listing comnpanies by companies that discovered that they were paying for fake traffic, thus highlighting some serious issues surrounding the pay per click ad industry.

Google, although it says strongly vets ll publishers websites to ensure that the quality of traffic is as good as possible, but the reality as with any industry worth a great deal of money, it becomes a target for abuse. Coupled with the fact that technology is fast moving and you get a recipie for some disasters so if you do spend a great deal of money on your pay per click campaigns, think seriously about tracking your traffic to understand more about the visitors that it generates and your return on investment.

It would be prudent to make the potential customers, the people searching a focal point of your keyword research when preparing a campaign. Tailoring your PPC advertising on actual keyword traffic data and conversion rates instead of guesswork and hunches will put you in a much greater position to profit and beat your competition.