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    • Here’s how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. That’s why it’s called “pay per click”. When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it.

    • Is Pay-Per-Click Marketing Right for You?

      As we’ve established, PPC advertising offers a unique opportunity to:

      • Grow Your Customer Base - Connect with searchers actively looking for products and services like yours, and respond to that need by providing them with an offer relevant to their search query.
      • Generate Leads at Low Costs -  Because pay-per-click marketing allows you to reach leads and prospects when they’re researching and looking to buy, it’s a highly effective way to bring interested visitors to your site. Plus, you can enjoy an algorithmically generated discount from the search engines in exchange for making their users happy.

      The truth is, pay-per-click marketing can work for almost any kind of business, whether you’re looking to sell products through an e-commerce website, generate leads for a service-based or software business, build brand awareness, or even drive foot traffic and phone calls to your local business.

      The difficulty is in the execution. In order to get the most out of your pay-per-click marketing campaign, you need to follow a few best practices.

    • Keyword Research for Pay-Per-Click Marketing

      Keyword Research for PPC can be time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

      An effective PPC keyword list should be:

      • Relevant – Of course, you don't want to be paying for Web Traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a high PPC Click-thru rate, a low cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
      • Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also extend to the long tail of the search. Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
      • Expansive – PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.

      Your pay-per-click keyword strategy should also include regular negative keyword discovery – negative keywords prevent your ads from showing up for searches that are not relevant to your business and are unlikely to convert.

    • Google AdWords for Pay-Per-Click Marketing

      Google AdWords – by far the most popular PPC platform – operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of bidding AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad text, as well as the size of their keyword bids.

      More specifically, who gets to appear on the page and where, is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC (Cost Per Click) Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance and landing page quality, among other factors). This system allows winning advertisers to reach potential customers at a cost that fits their budget.

      The good news for advertisers is, that in giving the search engines what they want (relevant pay-per-click ads) you're also delivering targeted advertisements to people who are literally seeking out your product. It’s a win-win.