Paid Search Advertising

(PPC)

What Is It and Why Is It Good For Business?

Paid Search is query based advertising, derived from

what a user is searching on search engines.

Consumers search for everything and anything.

Users dictate the demand for a product or information.

PPC = Push Medium

Push mediums reach out to the masses who may or may not be looking for something specific.

PPC = Push Medium

To talk to the consumer, you must first listen.

See what the audience is searching for.

So, paid search is starting with…

So, paid search is starting with…

So, paid search is starting with…

Keyword search

Keywords are the words the advertiser has deemed relevant to your website.

LA

DS

E

Advertisers bid on the keywords they want to run

in PPC ads.

Advertisers bid on the keywords they want to run

in PPC ads.

But only pay when a user clicks the ad.

You set the budget, a variable cost.

Can continuously optimize an ad based on performance.

It’s trackable.

Local targeting, “geo-targeting”.

Paid Search can bevery

effective.

1) Ad impressions

x [Click Through Rate (CTR)]

2) Clicks (Website Visitors)

x [Conversion Rate]

3) Leads

Have strong keywords.

Test ads with different words or phrases.

Check out the competition.

Have a simple and short landing page.

And don’t forget conversion tracking!

Tangible concepts, from technical to creative.