Getting ahead of the competition is a difficult thing in the best of times, but the dedication of marketers and business management to persevere can be rewarded by investing in Pay-per-click (PPC) marketing. This is a common and very profitable trend as nearly 80% of online ad managers and digital marketers told Hanapin Marketing that PPC has a positive impact on their business. PPC is a specially designed online model for digital marketing campaigns where an advertiser pays a publisher every time someone clicks on the ad when it is shown to them. This is where the name of this marketing service comes from and where PPC management tricks can come into play.

What You Need to Understand About PPC Search Ads

Commonly, PPC marketing relies on advertising rates which are determined in one of two ways. The first and most common is the flat-rate model and the second less common setup is known as the bid-based model. Let’s take a closer look at each one:

Flat-Rate Model

With this model of online marketing and advertising, the individual or business that buys the advertising space pays a publisher a fixed fee each time someone clicks their ad to read more information. Publishers generally offer different PPC rates for ads that appear on different areas of their website.

Bid-Based Model

With this marketing advertisement model, each advertiser makes a bid with the amount of money that they are willing to invest for a specific advertising spot on the publisher’s website. Then, using an online automated tool, the publisher runs an auction every time someone clicks that particular link on their site. The highest bid the algorithm chooses gets the click and the publisher gets paid. It should be noted that the winner of an auction is often chosen based more on the ranking rather than the bid amount. This means a link to a brand or product that relates closely to the client’s website and content is more likely to be selected. So, the relevance of the content is as important as the total bid amount given.

Final Thoughts on PPC Management and Marketing

To make the most of your PPC marketing and management plans, be sure you do your research and find a digital marketing agency with a team of experts in PPC advertising. That way, you will be sure you are getting a good ROI for your PPC management investment.