All You Need to Know About Pay Per Click (PPC) Marketing

Can you imagine spending even a day without using the internet to learn new things, find important commercial information, finish work, stay entertained, or be connected with your loved ones? Today, the number of global internet users is continuously upswing, and businesses cannot afford not to have an online brand presence.

But what if you need to create an immediate buzz around your product/service offering and start generating leads? Here, we take you through the nitty-gritty of PPC marketing, a valuable and instant booster of site traffic.

What is PPC/ Pay Per Click

PPC or pay-per-click marketing is the process of advertising in the paid ads section of Google or other search engines’ SERPs (search engine results page). As the name suggests, you only pay when someone clicks on your ad and is led to the landing page you pre-set as the destination for them.

Pay Per Click deals entirely with web traffic that is paid for. The cost per click is governed by many factors, including your business domain and keyword competition, quality score, and so on, as detailed in the subsequent sections. New Orleans PPC internet marketing service is a controlled, measured, and affordable way of reaching your target audience. It has gained a positive reputation over the years on account of the high revenue it is capable of generating.

So now you know What Pay Per Click is, let’s get started with how it works.

How Pay Per Click Marketing Works

Although paid ad space can be bought on social media channels, YouTube, the Google Display Network (which is made up of numerous display/publisher sites and apps looking to make a quick buck), etc., this section will explain the many complexities of PPC for text ads on Google. 

Keyword Research and Types

A customer can search for your business or terms broadly associated with it in many unique ways, including seeking information about your industry or business domain/category, solutions for various pain points related to your products/services, etc. You can use AdWords’ Keyword Planner to get an estimate of the CPC, search volume, and other important metrics for relevant keywords. The following are the types of keywords and keyword matches you must understand before planning a PPC campaign. Below is a video where you will understand how keywords work.

Broad Match Keywords

Broad Match Keywords are those search queries that trigger an ad-based purely on relevance. These keywords may not be a part of ad groups but provide the advertiser with invaluable information about the unusual ways users are searching for their brand/business. You can set any one or all of the afore-mentioned match types for various keywords within an ad group. However, the exact keyword match is usually given the top priority, followed by a phrase match, BMM, and broad match categories.

Broad Match Modified (BMM) Keywords

When words within a search phrase are denoted using a ‘+’ symbol, it means that they must compulsorily feature in a user’s search query for an ad to be triggered. In contrast, those words without a ‘+’ prefix need not feature in it at all for an ad to be shown. If, for instance, you specify ‘blue +sling +bags’ as the BMM keyword match type, Google will display your ad for search phrases that resemble it closely, including misspellings, plurals. Etc. While the word ‘blue’ may not be included in it at all.