Understanding Pay Per Click

What is PPC (pay per click) marketing? Pay per click (PPC), also called cost per click, is an internet marketing model used to direct traffic to your small business’ website.  It is a great tool to use to enhance organic clicks. Pay per click is commonly associated with search engines, but several social media sites like Facebook, LinkedIn and Twitter offer some form of PPC marketing.

Here’s how it works: Every time an ad is clicked, it sends a visitor to your website and in return you pay the search engine or social media a small fee. To have a successful PPC campaign that runs smoothly you will want to make sure you have the right keywords.

Your keywords are the key words and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site

When it comes to keyword selection for your small business, long-tail keywords are great ones to go after. They are those three and four keyword phrases which are very, very specific to whatever you are selling. They are much more targeted, and can be more cost-efficient than more competitive short term keywords. A good way to figure out your long-tail keywords is to understand the following questions about your business and customers.

  1. What do you offer? What makes your small business special?

  2. Who is your target audience? Where are your customers? What do you want your customers to do?

To determine which long-tail keywords are best for your PPC campaigns, you can use tools like Google’s Keyword Planner or keywordspy.com, to help you determine the best keywords for your ads.

If you want to learn more about Google AdWords and Facebook ads to help promote your products and services, consider attending our Lunch and Learn on June 22nd, click here to register


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Sue Pitts - spitts@iwcc.edu

Michael Mitilier - mmitilier@iwcc.edu

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Funded in part through a cooperative agreement with the U.S Small Business Administration (SBA). All opinions, conclusions or recommendations expressed are those of the author(s) and do not necessarily reflect the views of the SBA