Pay Per Click (PPC) Advertising


What is PPC Advertising?

Pay per click (more commonly called PPC) is a form of internet advertising in which you can place ads on platforms like Google and Facebook, and you only pay when people click on the ad. The goal of PPC is to determine who your ideal customer is and place an ad where they are most likely to see it.

PPC campaigns should not run on autopilot; they require careful monitoring to ensure your money is being well spent. It is important to track your conversion rate, or how many clicks translate into sales. Ideally, PPC advertising should ultimately pay for itself with the sales that it generates.

PPC Advertising on Google vs Facebook

Google and Facebook are by far the two most important PPC platforms, and advertising on each offers different types of benefits. Depending on your business and its needs, you may use either Facebook PPC, Google PPC, or both.

Google targets your ad to users who are specifically searching for your services. With Facebook PPC advertising, your ad will appear to people who are not necessarily searching for your services, but who are part of a targeted demographic who are likely to be interested in them. For example, you can choose the age and gender of those who see your ad, or even the time of day at which it is posted.

The choice of whether you should choose PPC advertising on Facebook or Google (or both) rests in the specific nature of your business. Here are some examples:

  • If you are a locksmith, advertising on Facebook would probably not be the best choice for you, because most people are not going to see an ad for a locksmith and decide to seek that person’s business on a whim. Once someone is standing outside of a locked house, searching empty pockets, that’s when it’s time to take out a smartphone and search Google for “locksmiths in Red Bank, NJ.”
  • If you sell a specific product that people wouldn’t know to search Google for, such as coffee mugs with movie quotes on them, Facebook would be your best option. You could target people whose interests include movies and coffee to make sure they are likely to see it.

PPC Advertising: An Ongoing Process

Web development professionals who specialize in search engine optimization (SEO), like our team at JSMT Media, can help you to determine which PPC avenue is the best route for your business and its specific needs. JSMT Media will begin any PPC campaign by trying various strategies, then studying the effects and determining which methods should be further pursued and which can be dropped. We create specialized PPC campaigns for our clients that include monitoring their monthly progress and shaping our approach to PPC on an ongoing basis to evolve with the market.

PPC can be a very helpful internet advertising tool, but even the best tools only work well when you know how to use them. At JSMT Media, we use analytics to study your return on investment in order to make sure that PPC is boosting your business.

If you are interested in conducting a PPC campaign and are looking for some expert guidance, contact us today.

All of our PPC Management Packages Include:


  • Keyword Research
  • Competitor Research
  • Market Analysis


  • Unique Targeted Ads
  • Custom Landing Pages
  • Website Call-to-Action

Monthly Reporting

  • Google Analytics
  • Click-Through Rates
  • Contact Conversions