Pay per click advertising has been around for a long time.

However, its popularity has risen in the past few years as paid ads begun to appear on platforms such as social media and search engines. This form of digital marketing allows advertisers to place ads on platforms and pay only when their ads are clicked on.

Enter Google
Google is one of the most popular search engines currently available. It processes more than 30,000 searches every second and billions of searches every day. The search engine has been at the forefront of search engine marketing trends for years.

Google set up its own pay per click platform known as AdWords. The platform has since become quite popular especially with small businesses. This is mainly because Google has a reputation of giving control to the user. Small businesses therefore find that they have complete control over their campaign budgets.

AdWords is an effective tool for advertising while keeping costs to the minimum. You get to advertise on a platform that is already popular around the world while paying what you can afford for your ads. You can set a limit to ensure that you won’t exceed your advertising budget.

Google Adwords is also a platform that is easy to navigate through. However, running a successful campaign on Adwords can be more complex than many naïve business owners believe. It takes much more than simply selecting a keyword and bidding on it to get your ad on search pages. You need to research consumer behavior, trends and keywords. You also need a plan to ensure the longevity of your campaign.

How PPC on Google works
Advertisers are only charged for their ads when a user clicks on their ads. Ads are usually placed on search results pages and listed alongside search results. However, ads can also be placed on other websites within AdWords’ display network. This network consists of millions of websites, apps and videos.

The placement of your ads is determined by the keywords you choose. Your ads will appear on searches and locations that are relevant to your industry and to the keywords you choose.

Google ranks ads based on the amount the advertiser bids on the keyword as well as their quality score. Your quality score is determined by the quality of your landing page, the relevance of your ad and the click through rate of your ad amongst many other factors. It therefore takes some skill to achieve high ranking on AdWords.

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