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A full-on marketing plan would not be complete without some sort of pay-per-click ad campaign. This is an ad campaign that charges advertisers for each click, not impressions. The cost-per-click will differ based on the binding structure of the platform. Use this campaign to show your brand, products, or services to the most relevant people possible, at the right stage of the funnel.


Since about 92% of all searches occur on Google, using its platform to serve ads will give your company the best chance at reaching your target audience. Google Ads offers an in-depth targeting system that lets users target based off demographics, interests, locations, and more.

In addition to the advanced demographic targeting, Google Ads also offers keyword targeting. This involves giving Google a list of keywords you would like to show up for when users search for those terms. The broader and shorter your keywords are, the more people your ads could be shown to. That doesn’t mean these people will be the most relevant or qualified.

Google’s pay-per-click model charges advertisers using an auction bidding system. Google uses a variety of different factors to decide how much to charge for each keyword. Each keyword costs different, with the most competitive keywords generally costing the most. That’s why having a combination of competitive and non-competitive keywords will be the most beneficial.



Leveraging Google’s advanced targeting and pay-per-click auction-style bidding will give your brand the best chance at reaching your target audience at a fair price. We use search engine marketing to start engaging with relevant searchers and getting them to our website. This is an effective way to have your brand shown to the most potential leads and customers.


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