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What is Pay Per Click Marketing

The first and most important step to understanding how you can use pay per click marketing to better your business is to learn what, exactly, it is.  Here is a brief rundown of how pay per click marketing works and what it is all about:

Pay per click.  As its name suggests, you only pay for this type of marketing when someone clicks on your ad.  A click on your ad will deliver the user to the website of choice, as indicated in the campaign set up.

Bidding.  Not every ad will cost you the same per click.  The cost of each click is determined by competition – the larger the number of marketers there is vying for the same audience, the higher the click cost.  Generally speaking, you will have to bid on a price for your clicks – the highest bidder wins the ad space – and your pay per click provider of choice will recommend a bid range that will deliver your highest chances of winning.  While you don’t have to bid within that range, it is advisable that you bid either within it, or above it, if you want your ad to display.

Objectives.  Although the set up execution of pay per click marketing campaigns is virtually the same across the board, there are a variety of pay per click providers – in different mediums – that enable you to speak to your audience in unique ways, dependent on your primary marketing objective.  Whether you want to increase brand awareness, improve traffic flow to your business website, sell a product or service, or relay an important message, pay per click marketing can work for you.

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