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Online advertising has become a near-requirement for businesses who are looking to pull in new clients. While there are a lot of options out there, one of the most consistently popular choices is pay-per-click marketing or ppc. Before getting involved in ppc marketing, though, it’s a good idea to understand what it’s doing for you and to get a general grasp of how the system works.

The Sandwich Board Metaphor

Say, for a moment, that your business hired someone to put on a sandwich board. This person’s job is to go out and to tell people how great your business is while walking the streets. You don’t pay this person a wage, but rather you pay this person a set fee for every customer he gets to actually step inside your store.

That’s kind of how pay-per-click marketing works.

When you start a pay-per-click marketing campaign you design an ad, and you assign it to certain keywords. When someone searches for those keywords your ad comes up. It may come up in the search results, or it may be featured on a website. These sites are the people in sandwich boards telling passerby how great your business is. If someone clicks on the ad they’ll be redirected to your business’s site. Every time that happens you pay a fee, which might be as little as a cent or as much as a dollar.

Does It Work?

PPC marketing gets results, which is one reason it remains such a popular method of online advertising. However, it is important to remember that your metaphorical sandwich boards get paid whether or not someone makes a purchase in your store. As such, it’s important to tailor your ads to draw in people who are serious about shopping so you eliminate as many casual browsers as possible.

You aren’t looking for a huge spike in traffic with PPC marketing; you’re looking to attain their email address or a purchase depending on your strategy. If you need more information on PPC marketing or just advice on how to make your campaign as strong as you can.

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