Landing Page Optimization For Dummies®

Chapter 16. Paying for Your Clicks

In This Chapter

• Finding out how PPC marketing works

• Walking through the PPC process

• Setting campaign expectations

• Considering the PPC pros and cons

• Calculating the PPC math

• Using PPC as a testing tool

• Identifying resources to find out more about PPC

Optimization of your landing page is simpler when you have control of the circumstances and you know who's coming to your site. Like a science experiment, you need to control the variables to see whether you can achieve the same results time and again. In the case of landing pages, the result you're trying to duplicate is often the number of sales made.

This is when pay per click (PPC) really shines. In simple terms, PPC marketing is when you pay an advertiser a fee whenever someone clicks an ad you create. Because you can control many of the factors that drive people to your Web site, you can quickly correct and optimize your landing page for better results.

Not only is PPC one of the easiest and quickest ways to test the effectiveness of your landing pages, for some products, PPC marketing is a sound, long-term strategy and a great way to fine-tune your sales pitch.

In this chapter, we discuss everything surrounding PPC marketing, including the nuts and bolts of how it works, who the biggest players are, what it takes to run a PPC campaign, and the cautions you need to consider before you use PPC.

Introduction to the Inner Workings of PPC

Like direct marketing of old, PPC is a more dynamic, traceable system to ...