Beginner’s Guide: How Does Pay per Click Work?

how does pay per click workNo matter what size your business is, you’ve got to be online. Beyond a website, beyond a blog, online advertising is essential to online success.

It’s a wild and crazy world online and you need to have skin in the game to make it. Google ad revenue for the U.S. alone is on track to reach over $26 billion.

As a smart business person, you know that it’s all about quality and not quantity. There’s no point in throwing a lot of money into online advertising without a plan.

Pay per click is the way to go. How does pay per click work? Keep reading while we go over how to take your business to the next level with this important tool.

Pay Per Click Definition

Before we answer how does pay per click work, we need to understand what it is. There’s a reason why it’s every online advertiser’s go-to tool.

There are two main types of online attention – organic and paid.

Organic reach happens when a potential customer comes across your ad or site by themselves. Paid, the type we’re focusing on, is when you bid to get your ad posted in places where potential customers will see it.

As you know, it’s not enough for a customer to just see your ad. You’ve got to get them in the door.

With pay per click, you get the ad in front of the customer but only pay when your ad is clicked. It’s efficient and effective.

But how does pay per click work? There’s a lot to it but you’re on your way to being an expert.

Bidding and Placement

The first step is to create the ad that best targets your future customer. You’re going to center it around a keyword.

A keyword is a word or phrase that research shows customers are looking for. Once you’ve lined up your ad with a keyword, you bid on placement related to the keyword.

That bid allows your ad to show up in the advertising section that most search engines have at the top. That gets you a lot of eyeballs and, with the right keyword, a lot of clicks.

Different Types of PPC

You might think Google is the only PPC game in town, but you’d be surprised at the variety of campaigns you can run.

Google is the biggest game in town – and extremely popular. It’s easy to see why – it’s extremely versatile.

Google allows you to not only run ads on their search engine, like in the previous example, but on private websites as well. That’s a huge amount of potential customers!

Another surprising PPC option? Facebook. Only the foolish count Facebook out of the PPC game.

With two billion active monthly users, you can’t ignore that potential pool of customers. The price is nice, too. Advertising on Facebook isn’t as expensive as on Google, Bing, or other search engines.

Have you ever shopped online and seen the product you looked at turn up in almost every ad afterwards? That’s called retargeting, another effective PPC campaign technique.

The Right Keywords

The beginning and end of your PPC campaign needs to focus on the right keywords. They’re the key to your success.

How does pay per click work together with keywords to increase your targeted reach? Here’s how:

Use a tool (Google AdWords is the biggest player in the game) to discover trending keywords. Find which ones match your company’s goals.

Craft your company’s landing page, website, blog, and any other material to work with your selected keywords. (Here’s where an SEO website expert can really help.)

Build your ads around your chosen keywords. This ensures your ads will rise to the top.

You’ll work hand in hand with search engines to find the best placements, get your ads in front of the right customers, and get them clicking.

How Does Pay Per Click Work With Your Budget?

To get the most bang for your buck, there are a few things to consider. First on the list is the cost of your chosen keyword.

Certain keywords cost more than others. It all depends on what your customers are searching for.

It’s a safe bet that commonly searched for words, like “mortgage” or “car insurance” will cost a lot more than obscure words, like “pickled eggs”.

PPC Ad Examples

Beyond that, you can install an automatic off switch. Using Facebook ads as an example, you can set up a Facebook PPC campaign to use only a certain amount of money.

Facebook allows you to set a daily or even a lifetime limit. If you give Facebook a daily limit of $10, once that money is spent, it turns off your ads.

You can get your first glimpse of the effectiveness of ad this way.

Let’s say you set a lifetime limit of $100 on an ad. You program the ad’s lifetime to be around a month.

If your $100 is used up in a week, that’s good news and bad. The good is that you’ve got an effective ad on your hands and lots of people are clicking! The bad is that you might have to spend more money.

If those clicks lead to conversions, though, the PPC campaign pays for itself.

Putting It All Together

Still asking how does pay per click work in the real world? Here’s a step by step breakdown to give you an idea of how it all comes together.

The Campaign: This is your first focus. Figure out what you want your ad to be about. Who’s your audience? What goal do you want to achieve?

Keywords: Choose keywords that work with your ultimate goal but are still effective.

Ads: Combine your goal with your keyword to create a compelling and effective ad

Stick the Landing: Wherever you drive your customers, make sure the page is optimized for conversion. Get them to see your ad, click on it, and convert.

Call the PPC Pros

Now that you’ve got the basics under your belt, hopefully we’ve answered most of your questions about how does pay per click work.

Need a professional to guide you through the entire process? That’s what we’re here for!

Call us at Market Crest to get a free hour of consultation today!

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What Are The Best SEO Services for Small Business Success?

SEO ServicesVirtually every effective marketing strategy in 2017 includes having a proper internet presence. It’s just the way the world works. The problem is, there aren’t enough quality SEO services for small business proprietors out there.

There is a common misconception that SEO only serves large clients, at the expense of the small businesses that really need the help.

The marketplace is intensely competitive. In order to stand out and make waves, a small business needs to employ an expert SEO company. This way, they can use distinct marketing techniques to get ahead in ways that their competition may not be aware of.

Here is a comprehensive list of the most effective SEO services for small business owners:

Competitive Website Analysis

As stated before, the business world in the internet marketing age is extremely cutthroat and competitive. Small businesses without the necessary skillset can get lost in the fray.

There is no harm in assessing the SEO strength of your competitor’s website. They may be employing strategies that would be useful for your business.

You can also take advantage of weaknesses in your competitor’s SEO strategy. If they haven’t done adequate research, seize the opportunity to build a well-rounded strategy.

For example, a common weakness among businesses, especially small and locally owned businesses, is lackluster content. Many business owners assume that as long as their website adheres to commonly accepted SEO parameters, they will stand out.

But the reality is that good content trumps all. Creative, relevant content allows your website to soar high and above the competition. If your competitors do not have the strongest content, you can fill the void in your industry and become a resource for your consumers.

The more people that trust your website, the more that will visit, and the more concrete leads you will be able to generate. For small businesses, word-of-mouth marketing is a crucial asset, and it can sometimes be even more valuable than internet marketing.

But you have to build your marketing presence to get there. That’s where competitive analysis can be invaluable.

Keyword Research

Proper keyword research is the heart and soul of any SEO strategy. It’s probably the most important of the SEO services for small business owners. You should generate keywords based on your business and the services you provide.

For example, if you are a moving business, you want to be able to rank for a keyword like “moving company in (your city)”.

It’s important to rank for a diverse type and amount of keywords so that you aren’t following the exact same guidelines as your competition. Otherwise, it will be hard to stand out. You should try to rank for short keywords and long-tail keywords.

Longer keywords and phrases give you a better chance of ranking for the exact words that a potential customer would type into a search engine.

There are companies that can do keyword research for you. They will most likely use Google’s SEO analytics to determine what keyword list would suit your company.

It’s crucial that your keyword list covers those words that are common in your industry while also diving into a niche that may not be as widely utilized.

If you are marketing a product, you can use keywords to target a demographic that your competitors may not have tried to target. It’s all about doing your research and staying ahead of the curve.

Link Building

Having a number of high-quality links to other websites on your website can be a very quick and effective way to rise up the search engine ranks.

Within your content, link to credible sources or related websites that may be able to supplement information for your customers.

Do not link to competitors, rather, link to people, websites, and companies in charge of leading the conversation in your industry. The key is to build links to websites that will make your website look better.

You want to enhance your content with links, not steer your audience away from your product or service. You will be rewarded by Google’s search engine algorithm if you have employed high-quality links.

If you have a website that ranks highly while also providing your audience with good content, others in your industry may want to link to your websites.

The more of these relationships you have, the more visibility you will have and the better off you will be.

Optimization

Once you have the knowledge to build a great website in accordance with SEO standards, you have to be able to implement them.

For example, you cannot make the mistake of over-saturating your website with keywords. Not only will the quality of your website suffer, but you will likely not rank as high as you might think.

An optimized website features all the image tags, meta descriptions, and metadata that will take your website to the next level. There are set rules to optimization that can reap high rewards when followed.

But the important thing to remember is that if you have a good website with good content that follows SEO rules, you will have a leg up over many others in your field.

Optimization is key for long-term success in online marketing. But without good content, it doesn’t really matter how high you are ranked. If your website is poor, you will lose credibility. But an excellent website is only the first step.

SEO Services for Small Business Success Mean Little Without Accurate Reporting

For a small business, an effective website works like a sales pitch. It’s a chance to showcase your product or service in a tasteful way.

Because of this, you want to make sure that as many people can see your website as possible. Utilizing these SEO services for small business success listed above are key.

But once you have implemented them, you should have a system in place to track your progress. It’s important to periodically conduct an SEO audit, just to make sure that your website is performing correctly and steadily generating leads.

Click on our social sharing buttons to share this post and continue the conversation or get started! Request a free SEO audit or consultation.

MarketCrest, LLC is an award winning, full-service marketing firm focused exclusively on Marketing Consulting & Services that drive revenue growth. Simply, we exist to help our clients compete and grow… and we expect to be held accountable for their improved performance.

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