PPC Advertising is an advertising model where you pay a price for each person who clicks on your ad.
You can also pay for conversions or pay for impressions. An impression is when an advertising platform displays your ad. Impressions do not mean that a person will click on your ad or even see it. It simply means that it is displayed so that it can be seen.
For example, when you search for a particular keyword in Google, ads will show up at the top of the screen and in the sidebar. These ads just received an impression because they are on your screen. Now if you click on one of those ads, the person who created the ad is charged a cost for that click.
There are many steps to properly set up a campaign. Steps that include, keyword research, creating ads, setting budgets, bidding on clicks, setting demographics, etc. Each Ad platform is different and the steps to setup a campaign will vary, but most companies like to be conservative with the campaign budget and only pay for highly targeted traffic that can result in a win for the business, until they have a baseline to measure the return on investment.
Once you sit down and put some thought into this marketing model, it doesn’t take long for you to realize that the profitability of paying for clicks relies on the cost per click & the rate you are able to convert that person who clicked on your ad into a customer. Therefore, the first step is to establish a conversion rate and then look into the cost for the traffic.
To help you take the next step, we have put together a scorecard and basic reporting process that will help us understand your current position and identify opportunities for growth. This is a free basic evaluation to point you in the right direction