Pay Per Click Marketing

The more competition for a keyword or keyword phrase, the higher you'll have to bid in order to get your ad ranked high. PPC marketing enables a website owner to increase their traffic pretty quickly.
When a consumer is searching for a topic and they put the keyword or phrase related to that topic in the search box, they'll see a page of results that include sponsor ads, organic results, and the pay per click ads on the right side of the screen (in Google AdWords).

The higher the ad is placed on that page, the greater the chances of getting people to visit the website. Google and other PPC search hubs have formulas to determine what ads get top placement - it's not all about who bids the most for the keywords.

Google is always changing the way in which it determines what is important in order to rank your ad higher. It's now known that your ad must be well written and relevant. You must make sure you are reading up on the latest requirements that Google has stressed are important factors to have a highly rated ad.

Getting the visitor to click through to the website means you have to capture their attention and pull them away from your competitions ads. While many PPC marketing campaigns are successful, there are that many that end up losing money.
The ad might not clearly convey what the landing page is all about, causing tire kickers to click through just to see. Or, your ad might be deceptive and the landing page not convincing enough to cause a buyer to make a purchase.

The advertiser pays for every click that's made from the ad. If a thousand people click on the ad, but don't buy anything, then they're still faced with paying the search engines for having their ads on the search results page. When your daily amount is reached, Google will stop running your ad.

It's important that when someone clicks on your ad, they are directed to a 'squeeze page' that gathers the name and email address. Also, people buy from those that they know and trust, so you must start building a relationship with your list to ensure long term growth for your business.

PPC marketing enables you to test how successful an ad is and gives you the opportunity to pull it if necessary to replace it with a better one or to keep the same ad and tweak it to optimal performance. Try not to change the entire ad, unless your split testing something.