PPC, or Pay-Per-Click, is really more of a reference to a division of Online Marketing called Paid Search. Encompassing several facets, Paid Search is generally referenced in contrast to Organic Search, which is the process of getting pages and websites ranked on return pages of search engines like Google, Yahoo and Bing.
Paid search is all about getting an ad in front of an audience that searches on a keyword, then getting that audience to click on the ad. You then pay either Google or some third party per each click that your prospects perform. As you can imagine, it’s a little scary to put money out there every time someone takes an action. You can’t control that, and that can feel very uncertain. There is light at the end of the tunnel, though.
If you do the proper work on your message, and you make sure that the destination page (also called a “Landing Page”) is properly set up, you’ll have success. Really, it all starts with you having a good product or service to sell in the first place. If you solve a big enough problem, you have far less to worry about when it comes to messaging. Get the problem solving right, and your life is a lot easier.
Paid Search, or PPC, is a great way to test messaging and the “pretty side” of marketing. Colors, placement (do you put your “click here” button top right or top left?), font size, font color, background color; these are all elements that you can, and should, test. Remember the testing rule: Never Stop Testing!
All that said, you should carefully consider all aspects of your budget and marketing plan before engaging in Paid Search. Perhaps as no other form of marketing, Paid Search can cause you to lose a large amount of money before you even realize it. This is why it’s important to consult an expert.