Pay-Per-Click Advertising – A Digital marketing strategy

Digital marketing are all marketing activities for a product or service that use an electronic device or the Internet.In this article , we shall look at the PPC (Pay-per-click) strategy extending to affiliate advertising or marketing .

Pay-Per-Click Advertising (PPC)

PPC, or Pay-per-click, is a form of advertising on search engines, like Google and Bing. Basically, it’s the process of buying visits to your site. Pay-per-click marketing deals with paid search results on Google  (i.e) It’s a way of moving to the top of search engine results pages by paid means (sponsored) unlike optimizing the website for organic search ,as in SEO. It’s called PPC because your ad account is charged every time one of your advertisements is clicked. The cost of each ad, or CPC (cost per click), depends on your industry ,the quality score of your website and the keywords to be targeted. This type of digital marketing demands a thorough analysis of keywords, especially those that are relevant to your business. You can use the Google Keyword Planner and Google AdWords to carry out your research and arrive on a set of keywords that are popular yet cost-effective for you.

When you put out a PPC ad, there’s usually little to no upfront cost. If a customer clicks on your ad, you pay a minimal cost. If no one clicks on it, then you pay nothing. This makes it attractive for small businesses who are on a limited budget. PPC is sort of like a paid version of SEO. You actually bid for advertising space for certain keywords on search engines. The bidding process involves few aspects that the advertiser should prioritise: Bid amount , Quality of advert , Formats (video , display advert , including various extensions) and Expected clickthrough rate (CTR). These combine to give advertisements an ‘Ad Rank.’ The Ad Rank is compared to competing advertisements to determine where the advertisement is placed.

 How it Works

PPC is one of the types of paid search. It’s similar to SEM (search engine marketing) but can also include display advertising (cost-per-click based), and affiliate advertising.

Through tools like Google AdWords, PPC works on finding keywords that your website will perform well, and dependent on the competition, CPC is determined. Through bidding on keywords, against competitors, your ad appears in relevant search results and will charge you if a user clicks on your ad.

Both SEO and PPC campaigns can be tracked or measured using the supremely handy Google Analytics tool.


Many of the businesses use both short-term and long-running PPC campaigns. PPC campaigns can be a short-term solution, and many use it to shift products or seasonal deals, as a way to boost revenue. SEO work is about your ranking being ‘earned’, but in PPC your ranking on the first page is bought. Small businesses may not be able to go for this digital marketing method, especially for longer periods.

PPC can also extend to affiliate marketing and ads on other sites.

 Influencer/Affiliate Marketing

 It is a type of online advertising through networking which includes influencers to endorse and make reference to your products. The concept of affiliate marketing is similar to the sales based on commission. Organizations provide custom links to their affiliates. Affiliates earn a specific commission every time someone purchases products through their custom link. Influence marketing could be considered a modern way of affiliate marketing.

A fantastic way to increase your audience is to get someone with a following to endorse your brand. If you can get a celebrity or a well known personality person to endorse your brand online, you will create a pathway between their audience and yours, creating an interest among their audience to investigate your product or service further. Affiliate marketing involves a partnership with an online retailer where you earn a commission from every sale or lead (chance of becoming a potential buyer) that you bring in. The two most common ways of doing this are:

  • Offering a unique discount code to their readers/followers
  • Linking to your website from their content website

Whenever a user plugs in the discount code or clicks on the link, you pay your affiliate partner for the website traffic/sale. The most popular affiliate network is Amazon Associates, but there are also affiliate marketing programs with eBay, Shopify, and other e-commerce sites.It’s a win-win in most cases. You outsource some of your marketing, reach a new target audience in niche communities, calculate and discuss your cost-per-click/sale , and only pay for actual conversions. In return, your partners get to earn a passive income with no upfront cost and very little stress.

Affiliate marketing refers to the process of paying for conversions. This means there is no upfront cost to affiliate marketing. Many bloggers or e-commerce websites use affiliate marketing.

Influencer marketing is among the newer types of digital marketing. Influencer marketing uses people with an enormous online reach considered experts by your target market to drive traffic and sales.Influencer marketing is popular on social media channels like Instagram and Snapchat. Companies hire Instagrammers with large followings to promote their brand by posting one or more photos with the product. Always make sure to do your research on an influencer before you decide to do business with them.Many companies work with such influencers to create brand awareness and convert at least some of their huge fan following into profitable leads for themselves. Many others let affiliates or brand representatives reach out to a varied demographic and generate sales.

Display Advertising :

This form of advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites such as the Google Display Network and Facebook etc.

Display ads are placed on relevant third-party websites in the form of banner, image and text ads. Display advertising is pretty much a blanket term that includes every visual ad placed on a website. A display ad, or banner ad, is the box or ‘banner’ on a website that stands out from the rest of the website and looks distinctly like an ad. For example, it often features a product image, brand, and call-to-action (CTA).Display ads can range from simple static image banners , GIF ads , animated HTML ads to videos and interactive applications. But one thing remains the same: when clicked on by a viewer they link back to a company’s website, or a dedicated landing page. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

Conclusion :

PPC is one of the types of paid search. It’s similar to SEM (search engine marketing) but can also include display advertising (cost-per-click based), and affiliate advertising. Many bloggers or e-commerce websites use affiliate marketing. Display ads can range from simple static image banners , animated  ads to videos and interactive applications.Depending on the budget and the type of business, this marketing strategy can be used for a shorter or longer term.

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