With Pay Per Click Search Advertising, When are you Charged?

If you are looking for an effective way to generate leads online, there is no better tool than Pay-per-click. Many businesses large and small are seeing an increase in sales as a result of their investment in paid search advertising.

One of the most attractive things about PPC is that it is affordable even for small businesses on a tight budget. You have complete control over your budget. You choose how much you spend on any keyword within any given period. You set your budget according to what you can afford. There is no minimum amount you have to spend in order to have a successful campaign.

What is your bidding strategy?
Advertisers using PPC advertising are charged not only based on the number of times their ads appear but also on the number of times they are clicked on. Advertisers pay the platform hosting their ad every time their ad is clicked on by a user.

The cost per click for the ad is determined by bids made for the keyword that the advertiser wants to use in their ad. Every time someone uses the search engine to make a search, they enter keywords. The search engine runs an auction using these keywords. Your bid (the amount of money you’re willing to pay per click for the keyword) is considered in the auction.

The auction determines which ads will be shown alongside search results. In order for your ad to appear on search results pages, it is important to choose your bid carefully. Your bidding strategy should be in line with your goals as a business. You may choose to focus on:

Getting more clicks
This strategy is best for those who are focused on driving more traffic to their websites. With this strategy, you set the maximum amount you’re willing to pay for a single click on your ad. This means your budget will remain open.

Impressions
This is a great strategy for those only interested in building awareness. You set your budget based on costs per one thousand impressions. You therefore place a bid to ensure that your ad appears in a position that makes it easy to view. You then pay based on the number of times your ad was viewed.

Conversions
This strategy is best for those who are looking to increase conversions. It is common amongst seasoned PPC campaign managers only. The ads are paid for per acquisition generated.