An Overview of Pay-Per-Click Search Marketing Pay-per-click advertising, or PPC, is an important form of marketing that allows you to target your message or service directly to the right customers. In pay-per-click search marketing, the advertiser only pays the publisher when an ad is clicked. Publishers are usually website owners that operate a site that appeals to a certain niche or target audience. PPC ads can also show up on the results page for certain search engine queries; in this scenario, advertisers bid against other marketers on a particular set of targeted keywords. So, for example, if your business sells blue widgets, your pay per click search marketing may focus on bidding for the phrase “buy blue widgets.” If you are successful in your bid, your ad will then appear when a prospective customer searches for this phrase. In this sense, PPC is similar to SEO. Pay-Per-Click Campaign Management Best Practices It is important to keep best practices in mind regarding pay per click campaign management. For this reason, PPC campaigns are often best left to professionals; many companies even designate multiple staff positions as PPC marketers. Common best practices to follow include starting your campaign with a specific goal in mind, know your target audience well (geographical, behavioral, or demographic) and have a detailed system in place for measuring your results. Clarity’s team of marketing experts can help you launch a successful PPC campaign. One of the most important thing to remember is even if you run a successful pay-per-click search marketing campaign and hundreds of people click through to your website, you still need to convert your audience once they arrive. Pay-Per-Click Search Marketing and Your Business If you decide to launch a PPC campaign in your business, have a clear idea in mind of what your goals are. One of the most important thing to remember is even if you run a successful pay-per-click search marketing campaign and hundreds of people click through to your website, you still need to convert your audience once they arrive. Therefore, before implementing a PCC campaign, make sure your website is attractive, up-to-date, easy to navigate, and offers a clear call to action. Clarity can help you optimize your website for traffic conversion, and then help you drive that traffic through pay per click campaign management. Speak to a marketing representative today about how we can help your business succeed. Find out more about Clarity VenturesSee our Enterprise Web portfolio