PPC (Pay-Per-Click) advertising is a model in which advertisers pay a fee whenever one of their adverts is clicked. Here's a general summary of how PPC works:


1. **Set Goals:** Identify your advertising objectives, such as increasing website traffic, generating leads, or increasing sales.


2. **Choose a Platform:** Choose the Pay Per Click advertising platform that best suits your objectives and target audience. Google Ads is the most popular alternative, but there are others, including Bing Ads, Facebook Ads, Twitter Ads, LinkedIn Ads, and more.


3. **Keywords Research:** Determine relevant keywords and phrases that your target audience is likely to use while looking for items or services similar to yours.
4. **Create Advertising Campaigns:** Create appealing ad campaigns tailored to your preferred platform. This includes writing ad language, selecting images or videos, and developing an effective call-to-action.


5. **Set Budget and Bidding Strategy:** Determine your campaign budget and select a bidding strategy. Bidding options include manual CPC (Cost-Per-Click), automated bidding, and more advanced tactics such as target CPA (Cost-Per-Acquisition) or ROAS (Return on Ad Spend) bidding.



6. **Targeting:** Set your audience targeting parameters, such as location, demographics, interests, and behaviours, to guarantee your adverts are displayed to the most appropriate people.


7. **Monitor and optimise.** Regularly analyse the performance of your Pay Per Click advertising and make changes as needed. Optimising ad wording, modifying bids, refining targeting criteria, and testing alternative ad elements all help to increase performance.


8. **Track Conversions:** Implement conversion tracking to assess the performance of your efforts in terms of producing leads, sales, or other desired outcomes.


9. **A/B Test:** Experiment with different ad versions to determine which ones work best. To get the best results from your campaigns, try out alternative headlines, graphics, ad language, and landing sites.


10. Analysis and Reporting: Analyse the data from your PPC campaigns to determine what works and what doesn't. Use this knowledge to fine-tune your plan and make data-driven decisions going forward. By taking these steps and constantly adjusting your strategy based on performance data, you can effectively use Pay Per Click advertising to attract targeted visitors and fulfil your marketing objectives.