Pay Per Click Marketing is one of the most effective methods of creating near-instant sales and leads. Depending on the functionality, layout and content of your website, using Pay Per Click marketing can help you generate enquiries, sales or subscriptions in just a few simple steps. There are many Pay Per Click Marketing mediums available with the more notable mediums being Google Adwords, Facebook Ads and LinkedIn DirectAds.
What is Pay Per Click Marketing
The term Pay Per Click Marketing was coined in the late 90’s by Jeffrey Brewer at a TED conference in California. Since this presentation, the PPC model was built and rebuilt. The most popular form of Pay Per Click marketing is the method whereby advertisers bid on a specific keyword that is surrounded by a bunch of variables. For example, an advertiser would bid on the keyword “Augmented Reality” with a maximum CPC (Cost per click) of R10.00 for users that search for it in the Cape Town area. If there are any other advertisers bidding on the same keyword, both nationally and within this area, you’re bid, along with a host other metrics such as quality score would determine if your Ad would be displayed.
How Pay Per Click Marketing works
Every time someone clicks on a specific keyword that you have placed a bid for, you are charged for that click. The charge is calculated behind the scenes using quite a complex algorithm. This is common when using Google AdWords. However, when using a Pay Per Click Marketing medium such as Facebook or LinkedIn and depending on how you have targeted your demographics, the highest bidder will be displayed in the top spot.
How to get leads
A professional Pay Per Click marketing company would start by sitting down with you and going over your goals and objectives. Once there is an understanding of what is required, the Pay Per Click Marketing company would then create one or more campaigns on the identified advertising platforms. Once everything has been set up and the payment details have been entered, users will start arriving on the site in less than an hour.
Like I mentioned before, your website has a big role to play when determining how many conversions will be generated. On average, a good conversion rate should be around 5 to 10%. This means for every 100 visitors to your site, 5 to 10 enquiries/sales should have been made.
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