Pay–Per–Click (PPC) Management is a type of online marketing where the advertiser pays for each visitor that clicks on their ad and lands on their website or landing page. A PPC campaign is the process of setting up, launching and managing a PPC campaign. PPC campaigns are conducted using search engine marketing platforms such as Google Ads, Microsoft Ads and Yahoo Gemini.
PPC campaigns involve selecting keywords and phrases related to the product or service being advertised and creating ad copy that is tailored to these keywords. The ads are then targeted to the audience whose search queries include those keywords. When a user searches for the terms included in the campaign and then clicks on the ad, the advertiser pays the network hosting the ad a fee.
PPC campaigns can be highly targeted and effective, allowing brands to directly target their ideal customer base and drive more traffic to their website and increase conversions. By utilizing metrics like cost–per–click (CPC), cost–per–conversion (CPA) and average position, marketers can accurately evaluate how successful their campaigns are and adjust as needed.
Many marketers use a combination of organic and paid search to reach their desired audience. Organic search refers to unpaid search engine rankings, while paid search campaigns can largely be controlled by the advertiser. PPC campaigns offer greater control over keywords, target audiences, and budget than organic search, making it an effective marketing tool for many businesses.
Overall, PPC management and Pay–Per–Click campaigns are powerful options for driving targeted traffic to a website or landing page and should be a part of any online marketing strategy. With the right planning, these campaigns can have a huge impact on website visits, conversions, and revenue.
