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What You Need To Know Before You Venture Into PPC Advertising

jean pierre fumey



PPC Advertising

Pay-per-click (PPC) advertising means asking a website to ‘home’ your ad, and thereafter, you pay them a sum of money based on the ad getting clicked by a visitor, and what keyword you have chosen.

Executed effectively, PPC marketing can be a money-making marvel, generally gathering more attention faster compared to other marketing dynamics like SEO. It can even give struggling firms a fighting chance at prospering and sets hope flowing through the veins of many companies out there. PPC marketing is a lifeline many firms would do well to consider, regardless of the industry or sector they operate within.

Still, you need the right know-how before you pursue the success many entrepreneurs crave here. So, with that in mind, here is what you should know first!

A Local Focus

Smaller businesses need to find a way to ward off big-name competitors, and PPC is often the answer.

Locally targeted PPC advertising campaigns have long been touted as a promising strategy for businesses, and whether they are local brick-and-mortars or tightly budgeted eCommerce ventures, it all has little bearing on the situation. PPC opens far more doors than it closes at the local level, and used properly, it can kickstart the growth of a tight-knit community around your firm.

Resources such as Google AdWords and Microsoft adCenter can help you target metropolitan areas, according to the source above, and they can also assist in the targeting of zip codes and individual cities. Your ads will thereby materialize before the most relevant people pertaining to your firm. Sometimes, the narrowest windows of opportunity yield the biggest rewards, and your PPC advertising will anchor your firm to its local area.

If the task seems too daunting to take on yourself, you can always outsource this task to a dedicated Google AdWords management company.

How to Gauge Your Success

How do you know when your PPC marketing is going well? What are the metrics for success, here?

In PPC marketing, most entrepreneurs determine their success by gauging the important metrics of Return on Ad Spend (ROAS) and Return on Investment (ROI). The profitability of your campaigns is all derived from here, so further research is vital so that you can map your success or failure, course-correcting where appropriate.

Fortunately, you can benefit from seeing ROI and ROAS explained by, as they can help you get a better grip on things here. Their take is informative and credible, and their wealth of knowledge will undoubtedly guide you in navigating the PPC arena. You cannot succeed in PPC until you know what success entails, exactly, but ClickGUARD will help you get there.

The Dangers of Click Fraud

Click fraud is a very prominent issue where PPC is concerned, derailing the plans of hardworking firms the world over.

This process involves competitors dedicating themselves to clicking the ads their competitors have set up. Because each click comes with a cost, the budget for the ad eventually dissipates and the notice gets taken down. It is a cruel practice, to say the least, and these competitors may even use automated bots to do all the clicking for them, spamming clicks faster than a human can press a mouse button or laptop keypad.

There is software out there that firms can install to protect them against unsavory practices, so diligence and research are vital here.


Jean-Pierre is a polyglot communication specialist, freelance journalist, and writer for with over two decades of experience in media and public relations. He creates engaging content, manages communication campaigns, and attends conferences to stay up-to-date with the latest trends. He brings his wealth of experience and expertise to provide insightful analysis and engaging content for's audience.

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