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What is Pay Per Click Marketing?
 On February 20th, 2002, Google launched the Adwords program. This program allows advertisers to place a link to their site on Google's search results for specific keywords. Google's revolutionary system allows sites to bid for placement when their keywords are searched for. Adwords listings are visible in the right column of Google search results under the 'sponsored listings' header. Google charges advertisers a certain price per click though on their placed advertisements (thus, pay-per-click or PPC). For example, if an advertiser placed a bid for the top spot at 38 cents per click, everytime a user clicks that link and goes to the advertiser's page, the site owes Google 38 cents. In this way, you never pay for traffic you don't receive.
This method is in contrast to the previously dominate 'pay-per-impression' or 'pageview' pricing structure. Many sites using ad banners and similar placements charge based on page views. This means everytime a user is exposed to your advertisement, you pay a defined fee. Some also charge flat rates for a defined amount of time on their site whether or not the ad is clicked on (or viewed).
Currently, Google allows the definition of a budget to prevent over spending and also does not require a minimum spend to start. This allows small sites and massive sites to find a PPC campaign that is right for their budget. Google has also added local and regional targeting for sites that specialize in local topics/services. This allows all types of site to carve out an internet presence and bring much needed traffic to their site.
What is a Landing Page?
From Wikipedia:
"In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking a link or advertisement. Often, this page showcases content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines.
A landing page will often be customized in PPC campaigns, as a way to both monitor the effectiveness of paid ads as well as a way to supply copy, images, or other content that is specifically targeted to the advertisement. By adding parameters to the linking URL, marketers can compare ad effectiveness based on relative click-through rates."
Proper design and implementation of PPC landing pages can be the decider in whether your campaign succeeds or fails. Simply linking your adwords to a home page or regular internal page may not generate the leads you are expecting. You decided what keywords your adwords are showing up for. You know exactly what the user was looking for when they clicked your ad. Tailoring your PPC landing pages to cater to these targeted users is of dire importance.
Landing pages also provide a quick and easy way to track the effectiveness of your campaigns. Accurately analyzing data from your landing pages is the only way to determine how well the PPC campaign is working. TreeHouse has many customized PPC analytics options that can help you determine what is working and what isn't.
Further Research
If you'd like to learn more about Google Adwords and how PPC can help your online presence grow, please feel free to browse the following pages.
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