Pay-per-click (PPC) is an internet marketing approach in which advertisers are charged a fee each time one of their adverts is clicked. Essentially, it’s a technique of purchasing website traffic rather than trying to “earn” it organically.

One of the most common types of PPC is search engine advertising. When someone searches for a keyword relating to their company offering, it allows advertisers to bid for ad placement in a search engine’s sponsored links.

The following topics are intertwined in effective PPC management:

Keyword analysis: It is the process of identifying and targeting certain keywords and search queries used by a company’s most potential leads.

Target Channels: Google AdWords, Bing Ads, affiliate networks, and sponsored social media placements are some of the PPC marketing platforms to consider.

Monitoring: Keeping a close eye on search phrase reports to see which keywords/queries are most frequently used so they may focus their purchases on the most popular searches.

Campaign Optimization: Keeping an eye on overall ROI and utilizing it as a criterion for determining the amount paid and the breadth of ad purchases.

Competitive analysis: It’s critical — and time-consuming — to keep an eye on competitors’ techniques and strategies. Choosing whether to compete directly by bidding on the same searches or instead target questions that a competitor is overlooking, for example (competitive gap).

Split Testing: reducing ad cost by excluding users who match a category that indicates they are unlikely to convert.

For example, a high-end fashion retailer might only show ads to people who earn in the top 10% of their income bracket. A physical business, such as a restaurant, might limit advertisements to individuals within a certain radius.