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A lot of SMMA owners find themselves asking, “how does PPC work” a little too late. PPC reaches customers close to the point of sale based on their search history. This makes pay-per-click one of the most effective forms of digital marketing, even if it is a bit behind the scenes.

Pay-per-click works by matching your company to industry-relevant keywords, then paying for your website to show up for those keywords. This can take the place of the green Sponsored results on Google, or linked keywords on AdWords integrated websites. Ads can also appear on YouTube in a similar “sponsored results” or in YouTube cards.

To do this, pay-per-click managers do deep keyword research to find matches for the company. There are 4 types of keyword matches that you need to know about:
Broad matches appear when someone uses a selected keyword in any sort of context.
Modified broad matches are similar to broad matches, but use more filtering for key phrases instead of a singular keyword.
Phrase matches use a longer string of words that the user has to search in sequence, and your ad will appear whenever that exact phrase is used in a search (even if there are things in front of or after it.)
Exact matches are the most restrictive, only appearing when someone searches the exact phrase selected.

The Google algorithm is designed to give people the most relevant search results possible. It determines what’s relevant by crawling a web page and indexing the text. Google than breaks down the text into keywords, and looks at the usage and context of those keywords to determine relevance. This algorithm creates a PPC Quality Score to determine your positioning and cost.

Your PPC Quality Score starts with the ad copy, which needs to be written to include the keyword and be enticing to users (so you can get a better CTR.) The landing page also needs good keyword relevancy and speed. Make sure that your ad links to a page that includes and expands on the keyword.

So, does that answer “how does PPC work?” If you’re new to the SMMA world, that’s everything you need to know about how it functions and the Pay-Per-Click algorithm. It’s more complicated in practice, but it’s worth the practice – PPC can help launch any business in its early days, and keep it growing beyond that.

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