Pay-per-click (PPC) marketing is one of the most common advertising models on the internet. Many businesses start with PPC marketing because it's often the easiest model to understand. Even within this relatively simple framework, though, businesses need to understand the following five things.

Analytics Beat Numbers

A frequent mistake is assuming that big numbers are good. A PPC marketing campaign can have lots of impressions. Business owners often get excited seeing the big numbers. However, you need to quickly move away from the numbers and start analyzing them.

Fortunately, you have many opportunities to slice and dice the numbers. A PPC marketing company will usually offer analytics through its platform. You also can install a third-party analytics tool. Similarly, you can use built-in analytics on your web servers. These will allow you to compare the numbers to see how well they line up with real-world results.

PPC Equals Content

Good PPC marketing is a tiny form of content production. Just as you make content for your web pages and social media feeds, you need to create content for your PPC marketing. Look for appealing headlines that drive clicks. Use high-quality imagery and video for visual marketing campaigns.

Refinement Is Constant

You have your analytics and content. Bring them together so you can refine your PPC marketing. Do testing to see if one version of a message drives more clicks than another. Also, look past the clicks, and look for messages that drive conversions. Sign-ups, purchases, contacts, and page views all tell you how well people follow the trail from the first click to the target action.

Negative Keywords Are Your Friends

People focus on positive keywords, the ones that target their marketing. However, they also need to de-target ads with negative keywords. If there's a potentially confusing version of your target keywords, use negative keywords to prevent those impressions. Not only will this save money, but it'll improve visitors' satisfaction when they click through to your site.

Broadcast Across Numerous Channels

Narrow targeting has value, but you don't always know where to target until you've broadcast your message across numerous channels. You can target PPC marketing by audience profiles, website types, click costs, and geographic regions.

Only exclude a particular marketing channel if you're sure that you don't want that set of users. If you're never going to ship a package to Asia, then exclude that geographic area. Do not go overboard with exclusions, though. Let the analytics reveal what's working, and then you can hone in.

For more information, contact a PPC marketing company today.