Marketing investment can be terrifying to some fragile souls, as it involves a deep pocket in the first place. However, that’s how the industry works. For you to gain traction, you have invest first. But, any investment is either one step forward or two steps backward to your business welfare. A classic business saying said: you can’t make money without spending money first.


Hence American investor and philanthropist, Peter Lynch also said, “The real key to making money in stocks is not to get scared out of them.” This statement is certainly true for the business owners who aim to flourish their business. Since investment is ineradicable in the business plan, one must have a concrete strategy to pay off the efforts of marketing.

For companies out there who indulge with digital campaigns, PPC marketing is an essential investment. But what does it takes to succeed in this campaign?

What is PPC or Pay-Per-Click Marketing?

For those who are familiar with SEO works, PPC marketing may not be stranger to you. Pay-per-click marketing or PPC is an advanced advertising strategy using the search engine to gain traction from prospective clients or consumers. The marketing focuses on generating clicks from users to drive them through the website and perform necessary actions to push them to conversion funnel.

Rather than gaining exposure through organic clicks and searches, PPC in the other hand emerges as sponsored ads on top of the search engine results page — marked with a green label. Henceforth, PPC ads will be viewed as the first-click choices by the search engine users.

Does it Actually Produce Profitable Results?

Well, Pay-per-click marketing campaigns are inbound marketing system denoting potential customers will find you rather than having to find them yourself. In doing so, the effort guaranteed marketers to shed less sweat and relative effort. To explicate this profoundly, an advertiser will bid on certain keywords relevant to the business brand and thus compete it to the search engine in hopes to attract site visitors. These keywords are the words the users type into the search engines.  

For instance: a virtual staffing company advertiser will bid on the keyword “virtual staffing provider.” If a user searches the services about virtual staffing provider and inputs it into the search engine, the company paid ad may be stimulated. However, certain measurements will follow before the ad appears in the sponsored links on the search engine results page. Quality score comes as an element where it determines the relevance of the ad to the keyword; the pertinence of the ad to the quality of landing page where a user is sent to; the relevance of the ad to its ad group; the historical performance of the AdWords account, and; the click-through rate (CTR) of the ad.

Otherwise stated, the pay-per-click marketing campaign requires relevant ads and ad groups as requisites before the kickoff.

To reach out to a wider audience, a PPC specialist maximizes a spectrum of keywords. Despite its seem-to-be simple procedure, lots of legwork are actually done to a definite outcome. Advertisers have to come up with a list of keyword phrases pertinent to the business services to obtain high relevance above the wide array of PPC keywords. In which case, keyword research must be accomplished beforehand. By so doing, various search marketing tools can be used for keyword research.

For the business to gain profits and growth, an array of experimentation may be done to continuously improve the PPC campaigns. To ensure clear-cut results, a reputable PPC specialist supports you in materializing strategic PPC campaign management. With the constant and abrupt changes in the search trend, a PPC specialist can alleviate the burden as they are adept and flexible in the unstable search engine climates. If you want to improve your pay-per-click marketing results after some time, keyword expansion and aggregation are imperative for you to succeed — and only a proficient PPC practitioner can do that.

The Verdict

Pay-per-click marketing can be daunting especially for startups who are not engaged in this marketing model. But business owners should ponder on the fact that this model is wired to help marketing campaigns rather than to intimidate. PPC, is unquestionably, a catalyst for businesses to allure high-quality traffic, prospect leads and definite sales.

Setting your foot forward, the marketing campaign will flourish if done correctly. However, the method might come off as trial and error, but don’t let this overwhelm you. On a positive note, you’ll identify the effective platforms and what should be eradicated after testing out different ideas. In the long run, your PPC campaigns will run smoothly as silk and profits will manifest eventually.