Pay Per Click Advertising and How It Can Help

pay per click advertisingDo you have a website that is struggling to generate traffic? As a rule of thumb, small firm websites should have an average of 1000 visitors per month. If your website is getting the average amount of traffic, then you are in a good position and must be doing something right.

But not every website is the same.  Each website has a different purpose.

Some websites, like this one, is informational and would welcome getting the average of 1000 visitors a month.  E-commerce websites which have a conversion rate of 1% would want more visitors to generate more sales.

My point is that traffic is king when it comes to running a successful e-commerce website. While Search Engine Optimization is a great way to grow your website using organic traffic, sometimes you may be put into a position that you will have to spend money to make money. That is where pay per click (PPC) internet advertising comes into play.

What is Pay Per Click Internet Advertising?

Pay per click (PPC) internet advertising is a technique of paying for internet traffic or leads through clicks provided by a PPC advertising vendor.  I will discuss several vendors later in this post.

Each lead has an acquisition cost which can be between 10 cents and can as high as $5, depending on the bidding price that the website owner has agreed to pay for the leads.

Search engine PPC is the most popular for of pay per click advertising. It allows promoters to bid for ad assignment in a search engine’s links when someone uses a keyword search on that is related to your business website.

As an example, if we bid on the keyword “top weight loss products,” our ad might show up in the very top spot on the Google results page.

PPC Advertising Using Google

pay per click advertising googleWebsite owners can use pay per click advertising using Google Adwords campaigns to target specific audiences that are searching specific keyword terms that are related to your products, brand and your website content. Google Adwords allows website owners to set a budget for the campaign for the keywords that are to be targeted.


  • Google Adwords has a free keyword planner that will help you plan each keyword campaign
  • Adwords creates convincing ads that distribute your brand, products and website message to a global audience that is looking for a website like yours.
  • Works for any type of audience which may be using a desktop, mobile or tablet.
  • Advertisers can set a daily budget that will help control cost.
  • Adwords provides tracking software that will help advertisers see the positive and negative metrics. The metrics will help you make changes to campaigns to maximize the campaign and get the most website traffic.
Pay Per Click Advertising

How to Scale a PPC Campaign

Knowing how to scale a pay per click advertising campaign will lead to

1. Identify who your targeted visitors

Who are your visitors? What kind of people are they and what are they looking for?  Why are they looking for this information now?  What can your website provide to them? 

These are some of the questions that will help you identify who your customers are.

2. Develop a grouping of 5 to 6 keywords

Make sure the keywords are closely related to your brand.  These are terms that you believe your targeted visitors would use to find your website.  The relevance of your keywords critical in terms of how many “clicks” you will get, also known as the Click Through Ratio (CTR).

3. Utilize multiple PPC platforms

While Google Ads is the most common PPC platform, it does not mean that you have to limit yourself to their services.  Microsoft Advertising (formally Bing Ads) and Yahoo also have pay per click advertising platforms that will drive traffic to your website.

Thank you for stopping by and reading my post.  I will be update this post over the next few weeks if I come across any more information that I feel may help you, my visitor. 

Please leave your comments below and let me know what you think and add your voice to the conversation.


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