What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising (specifically Google AdWords PPC).

The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.

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Paid search marketing

Paid search marketing is one of the most common types of pay-per-click (PPC) advertising. Providers such as Google AdWords and the Bing Network show your ad to users who search for certain keywords. You set up campaigns by writing ad copy, selecting relevant keywords and choosing a suitable landing page on your site.


Retargeting PPC advertising

Retargeting, also called remarketing, uses cookies on a user’s browser to show them specific ads based on their previous online actions. For example, a user who searched for holidays could be shown display ads for a travel agent’s latest deals. Retargeting can be used as part of display, search and social media PPC advertising campaigns. It can also be used in other forms of digital marketing, such as email.

Price comparison website advertising

Price comparison or aggregator websites gather and display prices and special offers for products and services from their own and partner merchant websites. Users click through on the offers of interest and buy directly from the merchant or from the price comparison portal itself.Price comparison websites offer different PPC options and you are advised to regularly check your conversion rate against the click-through rate if you use them.




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