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The Influence of PPC (Pay Per Click) Advertising

Last updated 7 years ago

Understandably, PPC (pay per click) is an effective Internet advertising model because you are paying for the particular keywords that are driving traffic to your website.  No click?  No cost to you.  The information obtained from your PPC campaign is very valuable as you can discern buyer intent based on the keywords you add to your paid search campaign.

How do you know which keywords will drive prospects to your website and cause them to become customers?  Again, paid search can assist.  According to Mr. Aaron Bradley, "The clickthrough rate on paid ad impressions can help you determine which keywords have a good organic traffic potential. This in itself can be extremely helpful for informational sites where ingestion of a single page is a valid conversion goal, and where other engagement metrics like time on site or pages per visit may not come into play."

How can text ads improve conversions from organic search?  With text ads, you can verify which keywords have the highest conversion rate and better develop the content on your site in terms of page titles and descriptions.  Mr. Bradley also mentions that "the messaging in the PPC ad might be used to improve the wording of a call-to-action on a page."  An enhanced call to action = more customers.

What about your PPC landing pages--how do these pages affect conversions from organic search?  With the help of your PPC landing page, you can conclude which words and visual page designs have the best ability to bring consumers to your site.  And remember, when Google ranks your site's placement online, they look at your landing page and decide whether it has quality or not. 

Are you a PPC advertiser?  If so, how has your paid search campaign improved your overall results, especially customers?  How do you measure these results?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1,000,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

Interested in learning more?  Check out Aaron Bradley‘s full article at

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