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Pay-per-click Decoded

Pay-per-click Decoded
Austin Kelly

You want a quick way to get targeted traffic to your website?  Pay per click advertising may be for you.



Dry definition:

“also called cost per click, is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as ‘the amount spent to get an advertisement clicked.”


Think of PPC like the billboards and marketing signs of the digital world. Imagine this conversation:

Marketing Genius: Hey, so can I hang my sign and advertise my business here for $50 a month?

Store Owner: Yea, sure!

Marketing Genius: But can I pay only when someone looks at?

Store Owner: Wait, what?


When you use PPC ads (Facebook ads, Twitter ads, Google AdWords) you only pay when you get clicks. That means you only pay when someone indicates interest in your ad.

Here lies the challenge of a dentist using PPC:

“How do I craft a message so that I get clicks from prospective patients interested in my service without throwing my money away on tire kickers?”




Most platforms offer some level of targeting: keywords, interest or location; this is how you find your target audience.


Your PPC advertising can be smart, really smart. As smart as selling Girl Scout cookies in front of marijuana dispensaries.

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