Pay per click (PPC) advertising is a model where advertisers pay each time a user clicks on their ad. PPC ads often appear at the top of search engine results or on other websites. With PPC, advertisers bid on keywords related to their business to have their ad displayed. Each click from a user represents attention and potential traffic to the advertiser's website. To be effective, PPC requires identifying high-value keywords, determining a budget, and targeting ads toward the right consumer personas. Understanding PPC, keywords, budgets, and customers allows advertisers to reach the right people and guide them toward making purchases.

1. By David Cox

2. 3 Big Questions:
● What is Cost Per Click?
● Why is it important for your digital
marketing strategy?
● How do CPC and Content Marketing work
together?

3. PPC = Pay Per Click.
It is a billing mechanism search engines such as Google or Bing use when a marketer desires to pay for
their online advertisements to reach the top of the search engine results. Also various companies use it is
a method of billing to place online ads on various sites.

4. How exactly do PPC advertisements work?
When you advertise on the radio, TV or a
billboard it costs money to have your
advertisement there instead of someone
else’s. It is the same idea with online
advertising and PPC. You have to pay in
order for your advertisement to display instead
of another companies.

5. What does a click consist of?
Each click is a type of communication, most
commonly a visit to your website, landing
page, or product and shows how much
attention your product or site is receiving.
When you are utilizing a marketing budget or
investing in a Pay Per Click campaign, you are
basically buying attention to what ever you are
trying to funnel the consumer towards. That is
why it is important to really strategize on
where you are leading consumers and what
products or services you are guiding them to
with this form of advertising. In essence you
need to be careful you are not losing money if
the margins are too small on products to which
you are guiding your consumers.

6. Paid Ad Display
● URL’s with the AD symbol next to them
are paid ads.
● Companies have bid a certain amount to
display at the top of the search query.

7. Ad Companies And Networks Typically Set The PPC Amount By A Formula Or Bidding Process.
● Google is the biggest and most well know
search engine. They use a bidding
process to establish PPC. When you
begin advertising with them, you bid on
how much you are willing to pay per click
on ads that contain specific keywords.
● It is important to really define what
keywords are most beneficial to your
search queries and what drives and will
drive the most traffic to your site or
product.

8. Consumer Persona
● Understanding exactly who you are
marketing too is critical. There are
features in Ad words and Facebook Ads
that allow you to target certain segments
of the population.
●
You can select by the most common
demographics such as gender and age.
You can also target by zip code and
interests.

9. Summing It All Up
● PPC or pay per click is one of the most
commonly used and effective forms of
digital marketing.
● Understanding what key words you need
to compete for is critical to your content
creation strategy.
● Also understanding just how much you are
willing to spend to attract clicks of certain
customers is very important.
● Planning out what the customer profile is
for your products is also necessary.
● Having all three aligned will help you to
reach the right people, at the right time
and then skillfully guide them to your
website or product page to make a
purchase.

10. THANK YOU