Pay-Per-Click (PPC) Advertising

How to Turn Instant Traffic Into Instant Results 

Don’t have time to rely on the long-term goals of SEO to generate leads for your organization? Then Pay-Per-Click advertising (PPC) just might be your solution. 

Pay-per-click advertising (PPC) is the quickest and most effective method of getting people to your website and generating more leads. While SEO may take months and even years to receive positive results, PPC advertising is instantaneous.

AFM has experience handling PPC budgets from $100 per month to over $100,000 per month. Needless to say, we know how to effectively manage PPC accounts of any size.

What is PPC Advertising and How Does it Work?

PPC refers to the paid ads found at the top and to the side of a search engine’s results.

You will determine a monthly PPC budget, and with each click of your ad, a few dollars will be exhausted from your monthly budget, hence the name “pay-per-click.”

An AFM PPC account manager can set up your account, including all of the keywords important to your organization, and will provide daily maintenance to ensure you are getting the most value from your PPC campaign.

What Determines How Much a Click Costs?


Important keywords to your organization are likely important keywords to everyone else in your industry.

For each particular keyword, you will set a max bid. If you bid the most for a keyword, your ad will be shown first. If you bid the second most, your ad will be shown second, and so on.

Maximum bids across your industry update in real time, so it is important to have a professional overseeing your PPC account every day.

What Are Some Strategies for PPC Advertising?

To maximize the effectiveness of your PPC campaign, there are many different methods AFM recommends, including: You can group keywords into “ad groups,” to which you can then show a number of possible ads to people who search for those keywords. Over weeks of testing, Google will feature the more successful ads based on the number of clicks and conversions an ad receives. Our copywriting team can work with you to create the most effective ads possible.There may be keywords that are in the same family of your targeted keywords but have no value to your organization, which are known as “negative keywords.” For example, if someone typed in “adoption,” Google wouldn’t know whether they are looking for child adoption or pet adoption. It is then the responsibility of the PPC account manager to add negative keywords to the account to ensure their ads are exclusively shown for the correct keywords.A common mistake is having each ad send visitors to the website’s home page. Instead, a better strategy is to determine which articles on your website are most relevant to which ads, and point the ads to those articles, which will likely improve your conversions and quality score (a Google metric that may reduce cost per click.)Effectively managing a PPC account goes much, much deeper than what is spoken of in this article; however, we can’t reveal all of our secrets!

Please contact AFM for more information about PPC and how it can be effectively woven into your overall digital marketing strategies.