The Effectiveness of Pay Per Click Advertising

Pay Per Click (PPC) Advertising is a form of Internet marketing in which advertisers pay for ad placement on search engines, websites, and social media platforms, and pay a fee each time one of their ads is clicked.

Cost can be controlled with a daily budget. Once your budget is met for the day, your ad disappears from Google. All results, including how many visits originated from Pay Per Click, how long they spent on site and pages viewed, are all measurable through Analytics.

Ultimately, the effectiveness of Pay Per Click Advertising comes down to the effectiveness of the keywords, ad copy, landing page and PPC manager. These four components of a pay per click account all work together to help you achieve the best results.

Proper Keyword Selection

“Can you narrow it down even further?”

That’s the question you should ask yourself during keyword research. You want to find the valuable overlap of what people search for and what your business offers. The more specific you can get during this process, the better.

Strong Bidding Strategy

Generally speaking, the higher you bid on a keyword, the higher it will rank in the search engines. If you’re targeting keywords with a lot of competition, budgets are exhausted quickly.

Understand which keywords are worth the investment and which aren’t. Then keep an eye on your bids, ad effectiveness and overall engagement to adjust your bids as you progress the campaign.

Excellent, Targeted Copy

Good copy makes people want to click.

With just a few characters, you don’t have much space to make an impact. But you must. Aside from just clicks, excellent ad copy will also keep your budget on track by lowering costs. If you don’t know how to craft a compelling ad, enlist the help of a professional copywriter that can. It’s worth the investment.

Highly Engaging Landing Pages

Everything in your PPC account works to drive people to certain pages on your website. But if those pages don’t align to the searcher’s intent in a powerful way, you’ll come up with less-than-desirable effectiveness.

Visitors should see content that perfectly aligns with why they clicked your ad in the first place. When you do that, you’ll see great results.

Consistent Monitoring & Analysis

A PPC manager must frequently monitor the account for effectiveness. You can’t just setup the account and let it run wild. Someone must manage your campaigns on a daily, weekly and monthly basis.

Combine website analytics with the account’s reporting tools to get a comprehensive understanding of your results on a regular basis.


Pay Per Click Advertising allows you to set the budget, set the priorities and pay only for measurable results.

How are you using PPC to reach your business goals?

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