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Pay Per Click

What is pay-per-click (PPC) advertising?

Abbreviated as PPC, pay-per-click is an advertising model whereas the advertiser only pays if/when their ads are clicked on channels like SEM (Search Engine Marketing), PLA (Product Listing Advertisement), Display (Banner Ads), Social, etc.

What is the difference between PPC and Google Ads?

Google Ads (includes SEM, PLA, Display Ads/Retargeting) is a component of pay-per-click advertising. Other PPC advertising channels include Microsoft adCenter, Yahoo! Search Marketing, and social media outlets like Facebook, Twitter, LinkedIn, etc.

What is display advertising vs retargeting?

Retargeting is a form of display advertising. However, unlike traditional banner ads on the display network, retargeting allows you to show your advertisement only to former visitors of your website. This keeps your company on the mind of the most relevant audiences on the internet.

What is a Click-through rate (CTR)?

Click-through rates are determined by the number of clicks delivered to a URL vs the number of impressions received. The higher the click-through rate, the more applicable the ad was to the website visitor.

What are impressions?

Simply put, impressions are the number of times your ads are shown to a user on a search engine results pages, display network (banner ads), social media platforms, etc. With PPC advertising, there are no costs associated with impressions.

What is a PPC keyword?

PPC keywords are specific to your products, services, and offerings. When somebody searches words, phrases, sentences, or questions relevant to your keyword targeting, your pay-per-click advertisement is shown.  A fee is incurred if the searcher clicks on your advertisement.

Can I target specific keywords, locations, online behaviors & interests, etc.?

Yes, you will work directly with your dedicated marketing specialist to determine ideal audience targeting.

What is PPC campaign optimization?

Pay-per-click optimization is vital in ensuring that you're advertising in the most efficient means possible. PPC optimizations include A/B testing, keyword research, ad campaign and group organization, location targeting, dayparting, ad extensions, etc.

How can I see how many clicks I've received?

Immediately upon your pay-per-click campaign becoming active, potential customers searching for your products online will be able to see (impressions) and interact (clicks) with your ads.  In real-time, you'll have access to your website traffic via Google Analytics. Your PPC ad scheduling will be determined based on both individual account trends and industry standard best practices ensuring that you receive the optimal number of impressions and engagement with your pay-per-click advertisements.

Are your pay-per-click campaigns pre-constructed?

No, each PPC campaign is uniquely built from the ground up and will be customized to your business’ offerings.

What if my budget isn't used during the month?

Any unused pay-per-click advertising budget will be automatically rolled over into the next month.


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