First – What is PPC? Pay per click (PPC) is an auction-based cost-per-click Internet advertising model used on websites and online platforms, where you pay for an ad when it is clicked. Google AdWords, Facebook Ads, and Bing Ads (formerly Microsoft adCenter and MSN adCenter that provides pay per click advertising on Bing and Yahoo! search engines) are examples of PPC Advertising Programs.
How Does PPC Work? With search engines (like Google, Yahoo, and Bing), advertisers typically bid on keywords or keyword phrases relevant to their target market, where the ads are delivered to users based on their search queries. With content sites (like Facebook, Twitter, and LinkedIn) you can usually choose between CPC (cost per click) and CPM (cost per thousand impressions) ads, where the price you set for your daily advertising budget or bid can affect how and when your ad is displayed.
So, Does PPC Work? It can if you have the budget for it. One of the benefits of Pay Per Click Marketing is that you can track revenue and your return on investment based on the number of clicks or conversions delivered to you. The best way to ensure success through PPC is to have an active plan of what you sell, how much a potential click will be worth to your bottom line, and understand how your customers are most likely to be converted through paid advertisements. Just keep in mind that since many online advertiser programs and social media platforms make most of their money from advertising, it’s not in their best interest to let you know that your ads may not be as effective as other avenues like organic traffic through search engine optimization or SEO.
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