What Is Pay Per Click Marketing?
Defining pay per click marketing is as simple as looking into advertising. Advertising requires you to pay a fee for promotional consideration. The only difference here, is that one is driven by engagement, while the other is a flat rate solution. In today’s digital marketing world, you’ll have to deal with PPC (pay per click) solutions often. If you choose to avoid this, you will be missing out on a large chunk of the global reach that your website can have. If you have never looked at this, or perhaps you just want clarification as to how it works, and what you can do with this, consider the following simplified break down.
PPC Vs. Traditional Means
For those wondering what is pay per click marketing, it’s simply a digital medium of advertising that doesn’t cost you anything, unless someone clicks on your advertisement. Traditional means would require you to pay a lump sum, and the advertising company would deliver the ad to a specific location. Consider it like purchasing a full page spread in a newspaper. You are advertising an event, a business, or any number of things, and you must pay for that.
Whether anyone goes to your event or not, you are going to have to pay the newspaper’s advertising rates up front, regardless of engagement. That’s the opposite of what pay per click marketing does. In this arena, you only pay for engagement, and in the marketing cycle that comes with this, you must consider a few moving pieces to help you connect with the audience that you want.
The Structure of PPC
To fully understand the marketing branch of this, you’ll need to consider how the ads are delivered. Whenever you’re setting up a campaign in this arena, you are going to need to look for keywords. The keywords that you select will determine the price of your engagement cycle. For instance, let’s assume you were selling specific types of shoes. You would look for words that people search for to find shoes that you’re selling. Once you have your keywords selected, you will decide what price you will pay for 1 click. That will determine your budget overall. Let’s say the going rate is $1 per 1 click, you would have to set a budget of at least $10 a day to get 10 clicks to your site.
Now, if you pay the price, and no ads are clicked, you don’t pay. You also only get your ad served if you pay equal or higher to the going rate for that keyword. Since these ads are served via auction cycles, you have to determine what your minimum and maximum bid per keyword phrase will be. In this example, if the going rate is $1 minimum, you must meet that to be displayed. If someone bids $2, you may have to come up with your minimum bid, and outbid them to get ahead.
The marketing element here combines keyword research, auction style bidding, and payment on delivery structure. Again, you don’t pay anything if no one clicks on your ads, which is what separates this option from traditional means of advertising.