The Beginner's Guide to Pay-Per-Click Marketing

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Viewers of AMC TV’s Mad Men watched Don Draper and his colleagues at the Sterling Cooper ad agency create groundbreaking ads for iconic products and then release them to the world, holding their breath in the hope that the ad would be good enough to give them another chance. . .

Perhaps the reason Draper and his gang self-medicate so often is because they don’t have access to modern marketing wonders like PPC or pay-per-click marketing.

Running an ad agency without modern marketing tools like PPC advertising can be frustrating.

What is pay-per-click marketing?
With pay-per-click marketing, you only pay every time a potential customer actually clicks on your ad.

Pay-per-click marketing may be easier to understand how to use mexico phone data by comparing it to a more common term (at least for anyone who has ever pre-ordered a boxing match or WrestleMania): pay-per-view.

Even if you're not a martial arts fan, you're probably familiar with the concept: You want to see something—a fight, a concert, a movie—so you pay a one-time fee to the broadcaster to watch it. .

How does this relate to pay-per-click marketing? Well, each concept involves paying for use, as opposed to buying a monthly subscription to a premium channel or buying a series of ads on a radio station. With a pay-as-you-go model, you only pay for each event that's actually viewed or each ad that a potential customer actually clicks on.

This guide won't necessarily make you a pay-per-click marketing guru or some kind of web analytics expert, but it will give you a working knowledge of the concept that can help you generate more traffic so that you can get your feet wet and add pay-per-click marketing to your small business marketing toolkit.

But first, let’s review the historical context, from the crazy 60s to the radical 90s.

History of Pay-Per-Click Marketing
The frontier years of the Internet were a wild time. No one knew what to charge for, what to give away for free, how to really track the effectiveness of Internet marketing, and how much to spend.

Then, in 1998, a new Internet company called GoTo.com introduced the concept of pay-per-click advertising, a system in which advertisers paid GoTo.com only when a real potential customer actually clicked on their ad.

And because GoTo.com was a search engine, advertisers could bid on different terms, such as “baggy jeans” or “inkjet printers,” for the right to have their ad appear higher in the list of results when someone searched for that term.

It was a new idea that would become the foundation of online advertising for decades to come.