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Pay-Per-click – Effective Marketing Strategy for Boosting Your Business

Pay-per-click is a terminology almost all marketers are familiar with as a widely accepted marketing strategy to promote businesses. The main question is, how much do we actually know about PPC?. Truth is, the world of digital marketing can be a little overwhelming. Pay-per-click (PPC) marketing is often referred to as paid search, search engine marketing (SEM), or google advertising. If you’re quite observant, you would have seen sponsored ads particularly at the top of Google’s search engine result page – That’s pay-per-click advertising. In other words, every time your ad is clicked, you actually pay the search engine a token. It is this token that is referred to as pay-per-click.

Here are 3 key benefits to including pay-per-click ads in your marketing mix

First of, as a small business owner, your marketing budget is highly precious. As a result, most business owners are apprehensive to maximize new marketing initiatives. Pay-per-click is a highly cost-effective way to drive leads irrespective of your marketing budget. As the term implies, you only pay a token to ad networks whenever your ad is clicked. Ad fees are set by bidding which ultimately allows you to be flexible with your ad spend, unlike many other marketing strategies.

Today, we have outlined three key ways a small business owner can benefit from using pay-per-click ads.

1. Reach Your Target Audience

With the current abundance of online ad space, pay-per-click is an effective way targeted to reach consumers. The networks give you access to a plethora of factors like keyword usage, demographics, location and time of the day.

The idea is because we maximize search engines when in need of a particular service or product, the ad and result are quite significant to whatever our needs are. Recently, Google has developed excellent platforms ensuring that PPC ads meet user’s needs.

As business owners, the ability to cast a wide net can eventually lead to remarkable returns at a cost in the long run. For example, many brands that offer goods and services benefits from targeting local customers in search of their products. PPC advertisers as well as benefit from advanced marketing and targeting techniques.


This is also known as remarketing, it allows you to serve targeted search ads to target audience who’ve visited your app or website. The moment leads enter the marketing funnel, the subsequent likelihood of purchase for your brand increases. The main essence of retargeting is to keep your brand top of the mind with a targeted audience and motive relationship deepening.

Display Campaigns:

Display campaigns allows you to serve ads to an audience on websites related to your service or product. Due to the fact that searchers reveal their intent through their search query, advertisers are able to determine the quality of traffic that results from ad networks search engine clicks. Whether your aim is conversions or exposure, you can engage your leads with relevant material in line of your brand.

2. Drive Profit

Pay-per-click is known to offer a high return on investment (ROI) when compared with other marketing strategies. This is because, since you can limit the expenditure by ad click, you’re therefore in complete charge of your ad spend. However, before results can be driven with PPC, you must recognize which search factors will generate returns for your business.

According to WordStream, the price of a keyword or search term ranges from $1.16 per click to almost $7 per click, whereas for a google ad network, the price per click is $0.63 on the Google display network and $2.69 on the Google search network.

In summary, in calculating the total budget for PPC ad campaign, knowing the price-per-click of your search terms is important. Tools like SEMRush can be utilized to give you both the search volume per term and price of a search term.

Search terms relevant to your business can as well be identified using Google keyword planner. The moment you determine the cost of a search term, your total budget will then depend on how many clicks that particular term receives in a month. This allows you to keep track of search terms that are profitable and track your performance.

3. Refine and Optimize With Ease

Pay-per-click’s quick results and low cost allows you to take an iterative approach in line with PPC campaigns. As a digital marketing agency here at Bon digital, we would advise you to run a digital campaign for some weeks, afterward refer to your tracking tools in order to refine and monitor your PPC campaigns.

WordStream, Google Analytics, and Google Adwords are marketing tools that provide well-detailed reports in which paid ads are performing best. When you link your Google Analytics to Google Adwords, it allows you to see which ads are converting to page views, leads,sign-ups or sales.

You can ultimately run tests on web page copy and landing pages to ascertain the most effective tool. Manipulate the calls-to-action (CTAS) and content of your landing pages in order to flow in line with search queries.

You can improve your quality score and click-through rate (CTR) by disintegrating your ad into smaller groups, relevant ad groups that will help create landing pages and more targeted ad text. This will help boost your conversion rates and makes it easier to improve marketing strategy for your business.

In general, pay-per-click marketing strategy can be grouped into three phases:

  • Planning Phase

  • Execution Phase

  • Optimization Phase

Planning phase can be subdivided into the following:

  • Goals and budget definitions

  • Landscape competitive analysis

  • Research keywords

Execution phase can be subdivided into the following:

  • Account structure

  • Effective ad text

  • Pay-per-click landing pages optimized for conversion

Optimization phase can be subdivided into the following:

  • Identify negative keywords

  • Increase ROI

  • Measure and Report


With more and more businesses focusing on improving their online presence, the competition for visibility in the SERPs is highly increasing. While an SEO marketing technique is crucial in increasing online ranking, the world of pay-per-click must not be neglected as it is a valuable method of earning valuable short term traffic results. Adding PPC strategy with inbound marketing and SEO is a good way to boost your business ultimately shaping your overall marketing strategy. Hope this article on pay-per-click provided some useful ideas to help boost your business! Continue reading --> Read about Search Engine Marketing Goals.

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