A Guide to Effective Pay Per Click Marketing | Digital Marketing Profs


Pay Per Click (PPC) marketing also known as paid search advertising, refers to an online marketing method that allows the purchase of sponsored links on search engine results pages (SERP) as well as on various websites, blogs, and content based sites. The two biggest PPC providers at the moment are Google and Bing (started by Yahoo & Microsoft). In PPC, advertisers pay these search engine companies to exhibit their advertisements and website links on their search pages. Advertisers only have to pay when the link on the search page to the website is clicked and not for the impressions made.

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Google AdWords is the biggest PPC provider as of today and controls around 67% market share with its appreciably higher click and impressions rates. Bing Ads is the second most popular PPC provider after Google AdWords. Paid search advertising involves various factors that decide whether this tool would be successful or not. You can find some excellent Pay Per Click marketing companies in Brighton, East Sussex that have years of experience in handling PPC campaigns.


Keyword research is the principal variable that could make or break any paid search advertising endeavor. If you don't have the right set of keywords then there is every possible chance that you would not be able to drive the targeted traffic to your website. Hence, you will end up paying a significant amount of money without converting any leads to the sale. Digital Marketing Course

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To get the best results out of this marketing tool, you need to do a thorough analysis of keywords that must be bid for. It must be kept in mind that more popular targeted keywords require higher PPC bids for securing a SERP slot. Effective keywords complement what the qualified visitors are looking for and direct them to the relevant landing page with the help of paid search ads. SEO Training


There is always a dilemma on the part of advertisers about the number of keywords that must be used for PPC. If you want to advertise for a specific product or service, then you would be better off using specific product-centric keywords so that you do not attract unqualified visitors. Whereas using this service for multiple products or services would require using a bigger keyword repository to drive different target groups to your website. In Brighton, East Sussex, many Online Marketing companies provide keyword research services under Pay Per Click marketing.

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It is important to understand that paid search advertising is not a one-time event and it requires continuous updating of keywords, website, and advertising style to generate significant sales. As consumer buying behavior changes over time, new keywords must be added and ineffective keywords must be deleted from the list.

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