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What is Pay-Per-Click Marketing and Why You Should Try it

what is pay per click marketing
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If you’ve ever asked, “what is pay-per-click marketing?”, then you’re in the right place. Maybe you saw the term or heard others talking about pay-per-click marketing and you want clarification. In this article, we’ll be discussing what it is, the different types, and how you can learn it for yourself.

Nowadays, many places that were great for organic traffic are turning into pay-to-play ventures.  Facebook algorithms have shifted where users are only able to distribute their content to 6% of their fans organically.  With a 6% reach, there’s really low market penetration in comparison to most entrepreneurs’ business goals.

Facebook is not the only one.  Many marketers are noticing the decline in effective organic outreach on other social media platforms.

Ranking in the search engines is also increasingly hard (especially for new websites).  It takes an average of 6 months to get out of the “sandbox”, and may take even more time to get optimal rankings–this is where paid advertising comes in.

what is pay per click marketingIf you’re an action-taker who doesn’t want to sit around and feel helpless about the growth of their business, and maybe, you don’t want to spend the time executing time-intensive backlinking processes, then welcome to the paid advertising club!  You’re going to love it here!

Let me tell you why…


The Importance of Visibility

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Undoubtedly, if you don’t get sales, you won’t have a business.  The more people you’re able to present your offers to, the more likely you’ll be to get sales–this is the logic behind marketing and advertising.

With SEO, you don’t have control.  With organic social media marketing, you don’t have control.  You can put out your best peice of content, and algorithms could show favor to it or not.

And, did you know 41% of the traffic goes to the person whose ranked #1 in the search engines for the query?  So, even if you rank your content, and you even get to position #3 (no small feat), it’s likely you could still be missing 41%+ of your target audience.

As a business owner, you want to make reliable financial projections and growth goals.  How can you make reliable guesses about the growth of your businesses with so many factors outside of your control?

It doesn’t have to be that way….Paid advertising gives you back control IF you know what you’re doing.

Basically, rather than waiting for search engine optimization to work favorable for you or waiting to grow a sizeable social media following, you can begin to get traffic instantaneously.

what is pay per click marketingMore traffic = more business

When you give yourself this market advantage while others are waiting on organic methods to work in their favor, you’ll likely be churning in conversions and sales while they’re still praying that algorithms would work for them.

How Does Paid Advertising Work?

With paid advertising, you typically pay for one of three goals:

  • Traffic
  • Brand awareness
  • or, Engagement

With a traffic campaign, you’re paying to have the traffic from one site sent over to your site.  You can pay per click on the ad, per conversion to your website, simply for the visibility (or “impression”), or for “likes”, “shares”, “repins”, or other engagement.

The payment arrangement would be contingent on which ad goal you choose, your niche, the keywords or audience you’re targeting and so on.

Isn’t Paid Advertising Risky?

Paid advertising can be scary.  They can be very much like gambling if you don’t know what you’re doing.  I’ve seen entrepreneurs who pay to play, but:

  • Don’t know how to measure ROI
  • They don’t know how to do proper targeting
  • Don’t do proper split testing
  • and, burn loads of cash!

what is pay per click marketingAds can get expensive especially if you’re targeting high demand keywords, but it doesn’t have to be that way.  It is possible to find very budget friendly ads that compete with line items on your budget like social media management software, backlinking software, or other addons people use to maximize the SEO tactics.

In many cases, I’d say, it’s better to run a paid ad than to spend the time it often takes to distribute content organically.  Typically, once an ad is set up, it can run almost set-it-and-forget it as long as you set the budget confines comfortable and continue to pay.  The best part about setting up a working ad campaign is once it’s running, you can continually have leads rolling in: while you’re awake and while you’re sleep.

It takes a long time for organic methods to have an equivalent experience.

The Big Bad Rumor About Paid Advertising

Most entrepreneurs or marketers try paid advertising once, get burned, and decide there’s no money in paid advertising.  Then, they revert back into organic methods; claiming they’re the holy grail.

Paid advertising has a steep learning curve that can cost money, but once you understand how to do paid advertising, it’s like having a super power.  In fact, professional marketing companies say paid advertising is one of the best marketing channels when it comes to ROI.

Why is Paid Advertising one of the best Marketing Channels?

Marketers get the high ROIs from paid ads because they can target keywords that are well into the latter stages of the digital marketing funnel.  Rather than targeting keywords for people in the research phase (where many entrepreneurs lose money or simply gain “brand awareness”), you can target keywords for people who are ripe and ready to buy.  Keywords like:

  • “Buy blogging course”
  • “Buy microwave”
  • or, other keywords that clearly demonstrate the intent to buy

Since marketers are targeting the keywords with high buyer intent, it’s even more of a disadvantage for organic SEO proponents.  While SEO may get 60% of the clicks for competitive keywords, they’re usually highly competitive, which means they take time to acquire the rankings, and the ad bidders can instantly pay and win placement above them.

what is pay per click marketing

Then, PPC bidders are aware which keyword they’re bidding for, whereas, SEO marketers may wiggle into a position because Google indexed them that way.  When the ad results show up, you could have:

  • A paid ad that has ad copy saying, “Microwaves & More | Save Big at ApplianceSmart”
  • Or, an SEO article saying, “5 Reasons to Buy a Microwave + My Recommendation”

Which seems more relevant to the customer whose ready to buy a microwave?

I’d say, the PPC ad wins the relevance test.  Their intent to sell was clearer, and it paired with the buyer’s intent to buy.

This is one of the main reasons why PPC ad visitors are 50% more likely to buy.

4 Reasons Why You Should Try PPC

In his article, How To Use PPC Advertising to Diversify Your Income and Protect Your Business, Neil Patel mentions 4 reasons entrepreneurs should try PPC advertising.  Here’s what he said…

1. It’s Predictable

As I mentioned before, content marketing is definitely a valuable investment, but it’s a long term play.  It’s 1 in millions that are able to get massive traffic organically in their first 6 months of having a website.  This is why the few people who are able to get early results have loads of shares, interviews, and interest.  It just doesn’t normally happen that way.

what is pay per click marketingMost people are lucky to get 5,000 or more pageviews after even one year of content marketing.

As a disclaimer, most people start with a very low content publishing schedule and little knowledge of SEO, so those two disadvantages are major setbacks, but even for those who’ve been trained, it still takes time (often years) to stabilize a full-time income with organic methods alone.

With PPC, you lose money a couple times, then you figure out a working campaign, and you can start to grow your business predictably, without worrying about changing algorithms, being banned, or other out-of-your-control circumstances.

2. Faster Results

Traffic is within the hour.  After the campaign is set up and begins running, your analytics will skyrocket (if you’re running the ads right).  With SEO, you’re playing the wait-and-see game.

3. It’s easy to scale

With content marketing, if you want to scale, you have to publish more often or hire others who can help you publish more often.  You have to find a way to get more content out; maybe add video or add podcasting.

With PPC, if you want to scale, you ad another keyword ad group so you can target an additional audience, you can raise your bid amount, or you can set up another campaign targeting another relevant audience.

It’s easy to scale and doesn’t require so much labor, time, or hired help.

4. Takes Less Time–Giving You More Time to Focus on Client Fulfillment and Quality

Once, you take some time away from lead generation activities, it allows you to refocus that time on the actual activities you intended: client fulfillment, making your products and services better, and serving your customers the best value.

Pay-Per-Click Marketing Options

There are several pay-per-click marketing options.  Here’s a few…

1. Adwords


what is pay per click marketing

Usually, when someone says pay-per-click marketing or advertising, most people think the term is synonymous with Google Adwords.  While it’s true that Google is a behemoth in the space (earning $100 million per day), there are other options–some may even be more budget-friendly.

Google is the largest ad network.  The Google search engine is the most preferred by internet users, and gets an average of 4 billions searches per day.  Accordingly, if you want to drive leads, Google is a great option.  You can bid on keywords, and effectively get massive traffic instantly from Google.

2. Bing

what is pay per click marketing

Even though Google is the market leader for search engines, Bing still can be a huge traffic source.  They may not be getting 4 billion searches per day, but they still have a ton of highly relevant searches that could drive quality traffic to your business.

From personal experience, I’ve been able to get ad campaigns that run less than 0.05 per click thru Bing.  They have a much lower cost-per-click (CPC) for the same keywords as Google, and they achieve the same goal.

Their user interface is simple and achieves my business goals, so I prefer to start my search campaigns at Bing and scale them to Adwords.

Others have noticed the lower CPC between Adwords and Bing also, so it’s something worth taking a look into.  If you’re interested, check out my Bing Ads Tutorial here!

3. Facebook Ads

what is pay-per-click marketing

While Facebook advertising is not based on keywords, many marketers rave about Facebook ads.  Organic Facebook efforts seem to be dwindling in effect, but the ad platform is still generating very high ROIs for some.

Facebook provides alot of data to work with.  They give advertisers the ability to run ads based on buying behaviors, psychographics, demographics, look-a-like audiences, and even retargeting people that have visited your site.  The amount of data you’re privy to as an advertiser can create very high converting campaigns.

On the downside, Facebook users are not on the platform to “buy something”, so it’s something to be mindful of.  You may not get people who are bottom-of-the-funnel motivated buyers regularly thru Facebook ads, however, the leads may be great for further nurturing thru email marketing or the such.

4. Youtube Ads

what is pay per click marketing

Similar to Google or Bing Ads, Youtube is based on keyword search queries, which means you can target relevant inquiries for information.  With Youtube ads, you have an added advantage of connecting with the audience thru video, letting them feel like they know you better, and providing alot of actionable content within a short stint of time.

5. Other Viable Ad Platforms

In addition to Google, Bing, Facebook, and Youtube, is:

  • Pinterest
  • Linked In
  • Instagram
  • StumbleUpon
  • Direct with Bloggers
  • and other ad networks

All of the ad networks have their pros and cons, target audiences that they’re more effective reaching, and ways to get high ROIs.  The most prominently used are Google, Bing, Facebook, and Youtube.

Where to Learn Pay-Per-Click Marketing?

1. Wealthy Affiliate

Wealthy Affiliate is my #1 Recommended Internet Marketing Training. You’ll learn how to run Facebook, Google, and Bing pay-per-click ads and you’ll get support and coaching along the way. Check out my full review and demo here.

2. Udemy

Udemy has a wide library of courses on pay-per-click advertising. You can learn Google ads, Bing ads, Facebook ads, and many other online advertising methods. Visit the Udemy website to check out what they offer or view my full review and demo here.

Final Words answering “What is Pay Per Click Marketing?”

The goal of this article was to answer the question, “What is pay per click marketing?”.  Hopefully, you can see pay-per-click marketing as a viable alternative to search engine optimization, and even a necessary way of taking control of your marketing efforts (even if you only use it from time-to-time).  If you have questions or concerns about this, don’t hesitate to leave them in the comments section.  I’d love to help you out!

Now, it’s Your Turn…

Have you used pay per click advertising?  Which advertising companies have you used: Adwords, Bing, Facebook, Youtube, or others?  What was your experience like?  Please leave your comments, questions, and feedback below.

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