• Michael Venker

Pay Per Click Advertising: What it is and How It Can Help Your Business




Pay per click advertising has grown in popularity over the last several years. An affordable way to get more traffic to your website and grow your business, it’s easy to see why many companies are spending more and more in PPC advertising than ever before. If you are new to the world of digital advertising, you may feel overwhelmed by the concept, so let’s review Pay Per Click Advertising and how it can help you to grow your business.

What is Pay Per Click?

Pay per click advertising is an online advertising model where you only pay for an ad when a user clicks on it. You most commonly see these ads at the top of Search Engine Results Pages (SERPs). The goal of pay per click ads is to encourage users to click through to your website and complete an action such as making a purchase or filling out a contact form.

How Does Pay Per Click Advertising Work?

Some people think that if you pay more than your competitors, your ads will be shown most often, but that’s not actually the case. Once you create your ad and select the keywords you want your ad to appear for, it is sent to an auction. The auction is an automated system that Google and other search engines use to determine the relevancy and validity of your ad. Search engines want to be sure that they are only showing the most helpful and relevant information to users, so they review your ads and ensure that your business is related to the keywords you have listed.


When you set up your account in Google Ads, you are able to customize your budget to fit your needs so that you do not spend more than you can afford. Google will then optimize your ads so that they are shown to people who are most qualified and most likely to click through to your website so that you get the most out of your budget. Once your budget has been reached, Google will stop showing your ads. It’s that simple!

How Can Pay Per Click Ads Help My Business?

Pay per click ads are one of the most effective advertising strategies available. They are a great way to boost traffic to your website when it’s brand new, when you launch a new product, or when you are ready for more customers. Since pay per click ads are so affordable, you can create several at one time for different phases of your customer journey so that your customers find you through each step of their buying process. This consistency is key when converting users to paying customers. Additionally, the ads are completely customizable. Since you know your customers better than anyone, you know when they are most likely to be online searching for your business. So you can ensure your ads only run during those times. You can also scale up and down as your business needs fluctuate throughout the year.

Getting Started

If you are ready to get started with pay per click advertising, but aren’t sure how to begin, get in touch with Yellow Lion Media. Our experienced staff will help you create high-conversion ads to help you grow your business and exceed your goals. Schedule a consultation today.


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Illustrations by Nick Armas and Photography by Daniel Rosenthal