How does PPC Advertising work?

Pay Per Click Advertising campaigns can deliver fantastic results when executed well. But how does this type of advertising work? This step-by-step guide will walk you through this increasingly popular advertising option.

1. Advertisers select common words that are associated to their products or services and these ‘keywords’ are used to categorise their ad.

2. These keywords are recognised by the search engine and stored.

3. A user will use their chosen search engine to find what they are looking for; i.e, Plumbers in Paddington

4. Sponsored listings which have relevant keywords (i,e, plumbing) will appear in the top three ‘sponsored links’ and will be seen before the ‘organic’ search results below.

5. The user is more likely to click on the top results, delivering a qualified lead to advertisers sites. The user finds exactly what they were looking for and is more likely to convert to an online sale or enquiry.

6. Your ad could be displayed hundreds of thousands of times (impressions), but only clicked 100 times. You only pay when your ad is clicked.

7. You only pay when a user clicks on your ad and is delivered to your website. The amount you pay per click is determined by which keyword was used to generate your ad and your bid amount for this keyword.

Learn how a Hot Goanna Account Manager can manage this process for you and ensure maximum return on investment from your PPC Ad campaign.


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