What's Paid Search Marketing?

Pay-per-click (PPC) advertising (cost-per-click (CPC) marketing, sponsored link advertising, Google AdWords advertising) is one of several methods of search engine marketing that allows businesses to harness various advertising techniques on search engine advertising platforms. This focused, keyword-targeted approach to advertising is paid advertising, which differs from organic, unpaid search engine optimization (SEO) techniques.  However, both improve your online presence by optimizing your company’s website relative to the many variables that search engines utilize to categorize and rank websites.

The Difference

“Organic SEO” targets your website’s content with copy that is relevant to specific business services, products and keywords that help searchers find the content that they are looking for, usually in a specific market (geo-targeting keywords is one other approach to localizing rankings for your area of business operation).  However, with organic SEO, advertisements for a business’s products, services or website are not displayed by Google.

Pay-per-click advertising follows industry-best practices that allow you to connect with your target audience (or demographics) at a critically important time—when potential customers are searching for particular products and services online, frequently in a specific, local market. Pay-per-click marketing, using Google AdWords or sponsored links on other search engines, is a pay-for-performance form of advertising.

This form of advertising can be highly cost effective with a very good return-on-investment (ROI) when it is done right, since your ad budget it used when someone actually clicks on your ad—of course, for individuals not familiar with this type of advertising, it is generally a good idea to seek professional assistance so you do not fly through your budget in a day. There are ways to target customers in localized markets, and to target potential customers during certain times of the day (such as when your business is open), or only on certain days. Some keywords for search engine advertising can be quite costly per click-through, a particular example is lawyers and attorneys.

The Goal Pay-Per-Click Advertising

The ultimate goal of any PPC campaign is to drive qualified prospects (potential customers) to your business website instead of your competitors' website at the critical moment in the buying cycle, specifically, conversion or purchase. Once a qualified prospect goes to your website, then, of course, it is time to get information from the customer or to make a sale. At this point, the goal is to get the searcher to take one of several potential conversion actions that are of value to your business, such as calling to schedule an appointment, sign up for contact such as a newsletter/coupons/emails, etc., to inquire about products, or to actually buy product(s) from your business online. As one of the most targeted, controllable, and measurable forms of search engine advertising, pay-per-click advertising is a marketing method that almost any business should explore.

Learn how pay-per-click advertising works.

PPC Marketing Links

How Does It Work


To be eligible for the offer, you must not have an existing Google Adwords account.

Contact a 4 Site Digital marketing consultant today to find out more about Google Adwords.

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