PPC Marketing – The Basics

The world of business has become awash with acronyms. Many of these cause people to simply shrug when asked what they think the letters stand for. But is this wise? Some say that ignorance is bliss, but in business can you truly afford to be ignorant?

PPC has only recently appeared in the business world “lingo”, but it now common place. If you don’t know what it stands for, then it’s Pay Per Click, but this may be equally bewildering to you as the acronym itself. So here we look at what PPC is, who uses it, and why nowadays you can hire the services of a PPC management agency should you so desire. If you’re in business and moreover if your business is online, read on to hone up your PPC knowledge.


Pay Per Click is a form of internet marketing, used to promote your business and drive potential clients to your own website. What happens to them once they are they depends on the quality of the landing page and overall site.

Every time your ad is clicked, you pay a fee (hence the name), so it is a way of buying passing trade. Remember though, that not everyone who visits will consume and therefore you are not buying sales, only traffic. It is however quicker than relying on organic traffic finding your site through more the traditional means of SEO (search engine optimization) or cross referrals etc. What you should see is an increase in site traffic.

When a search engine user conducts a search, a list of options is given. Businesses can bid to advertise for placement at the top of the list. Then every time your ad is clicked, you pay a fee to the search engine. Simple right? If you pay £5 for a click, and get a £100 sale, you’re up, but how many clicks did it take for the sale and what’s your conversion rate of clicks into sales? If it is less than one in twenty, there’s a problem.


Google, has Adwords, the biggest PPC system in the World. Businesses have to bid for certain keywords, and then pay per click on their adverts. But it’s more than the words per se, you need to have a quality landing page (the page the user finds themselves on having clicked the ad).

You also need a fluidity from landing page throughout the site, to take the click seamlessly from interest, to purchase, to checkout. Any interruption or delay will lose the attention of the user and hence lose the sale. Attention spans have dramatically reduced nowadays.

All of this traffic management takes knowledge and understanding, which is where a PPC Management Agency will help. They understand keywords, Adwords, landing pages and how to improve and adapt them all to changing markets. It isn’t a case of simply picking a word and then that’s that. You need to be constantly engaged, changing the words that aren’t converting, checking click through rates, and adapting to benefit from any market opportunities. Whilst a PPC Management Agency will charge for their services, and will require careful thought before their hiring, delegating this role saves you time to focus elsewhere. You’ll need to keep an eye on the ball though, it is after all your business, but have faith that you have delegated well too.

PPC is today’s acronym and who knows whether or not it will still be relevant tomorrow. However, paying it no attention whatsoever may mean that your business is also irrelevant tomorrow, and nobody wants that.

Photo: Getty Images

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Article source: https://goodmenproject.com/business-ethics-2/ppc-marketing-basics-spnsr/

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