Top 9 Digital Marketing Strategies for Online Growth in 2024 - WebFX
9 types of digital marketing strategies · 1. Search engine optimization (SEO) · 2. Pay-per-click (PPC) advertising · 3. Content marketing · 4. Email marketing.
bid on keywords
With PPC, you <anchor>bid on keywords</anchor> that you want your ads to show up for. Your ads may then trigger when a user’s search includes one of your target keywords. These ads appear at the top of search results, above the organic listings. If a user decides to click on your advertisement, you then pay for that click.
How Does PPC Bidding Work? | WebFX
How Does PPC Bidding Work? \| WebFX[Skip to main content ↓](#page-main-content)

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# How Does PPC Bidding Work?

If you’ve looked into online marketing options for your business, you’ve probably heard of PPC, or pay-per-click, advertising. And even if you haven’t, you’ve no doubt seen plenty of examples without even knowing it.

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In the screenshot below, you can see which search engine results are naturally occurring, and which are paid, thanks to Google’s “Ad” tags:

![what is ppc example](https://www.webfx.com/wp-content/uploads/2021/11/what-is-ppc-example.jpg)

Each of these ads is part of a PPC campaign. They’re run by different businesses, with the goal of users clicking them and visiting their websites.

But how does Google know which ads to run when you type in a long- or short-tail key phrase? That’s where PPC bidding comes into place.

Call [**888-601-5359**](tel:888-601-5359) to speak with a strategist about [PPC campaign management services](https://www.webfx.com/ppc/services/) from WebFX, or keep reading to learn more about how PPC bids work.

## A basic overview of PPC bidding

When you [go to an auction](https://www.webfx.com/blog/ppc/google-ads-auction/), you try to outbid your competitors for merchandise you want. You see a country table from the 1800s, and you get a price in your head for what you’re willing to pay. As the auctioneer begins to collect bids, you may find that others in the room have a different notion of what the table is worth.

Essentially, the highest bidder for the table will take it home. The same is true for the highest bidder for PPC advertising.

[![learn more about ecommerce ppc wistia thumbnail](https://www.webfx.com/wp-content/uploads/2021/11/ecommerce-ppc-services.png)](JavaScript:void(0);)

When you embark on a [PPC advertising campaign](https://www.webfx.com/ppc/glossary/what-is-ppc/), you’ll be asked a number of questions by the platform, such as [Google Ads](https://www.webfx.com/ppc/learn/google-advertising/). One question will be what amount you’re willing to pay every time someone clicks on your ad. The tricky part is that you have no way of knowing if what you’re suggesting is going to be higher or lower than another’s bid for the same targeted keywords.

For instance, you may want to target your PPC ad to people who search for the phrases, **“buy antique clocks in Vermont”** and **“Vermont antique clock dealers”**. You decide that you’re willing to pay **20 cents** for each click on your advertisement.

However, over the next two days, you do a few experiments and realize that users aren’t seeing your ad very often. This likely means that another PPC advertiser has outbid you. Their ad is going to appear more frequently, because Google knows it will get more money every time the ad is clicked.

Make sense?

The upshot is that if you’re paying attention, you can simply go back to your original ad and change the bid amount to a higher level. But just as you would at a typical brick-and-mortar auction, you have to be cognizant of the fact that you don’t want to blow your budget.

Sure, you could say you’ll give Google **$1 per click**, and that might make your ad pop up all the time. However, can you afford this kind of PPC campaign for very long? It’s better to increase in smaller increments so that you don’t accidentally blow your entire marketing budget on one campaign.

## How to improve your PPC bidding skills

As you get more familiar with [PPC bidding](https://www.webfx.com/blog/pay-per-click/ppc-bid-management/), you’ll start to get a feel for how high of a bid you’ll need to get the exposure you want. We also recommend that you:

#### Pay close attention to your analytics and generating reports

At first, it may be wise to look over your PPC campaign analytics as often as once per day. If you find you’re paying for a lot of “junk” clicks, that’s a clear signal that you need to pause your campaigns and investigate.

One likely cause is choosing keyword targets that are too broad. This can invite people to click who are not actually interested in your products, and while that will give your traffic a boost, it’s ultimately not a wise investment of your budget.

#### Use PPC advertising in conjunction with sales or events

These are tremendous opportunities for you to get in front of potential buyers immediately. If you have a closeout sale happening in the next three days, you can get a PPC campaign up and running in very little time.

Plus, if you know you’ll only need the PPC ad for a few days, you can simply [prescribe a budget](https://www.webfx.com/ppc/learn/setting-an-adwords-budget/) per day that you’re willing to pay. This will help keep your bidding in check, and your budget in the black.

#### Update your bids, especially if conversions are high

Have you noticed that your conversions are going through the roof on a particular PPC ad? It may be worth it to invest more of your dollars into that ad, because you know that you’re more than likely to get a decent [return on investment](https://www.webfx.com/digital-marketing/glossary/what-is-roi-in-marketing/).

Whenever you see a spike in conversions, take charge immediately. You can always lower your bid when and if the conversion rates start to drop off.

## We foster and form long-term partnerships so that your business has long-term results.

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[Hear from Our Raving Fans](https://www.webfx.com/about/our-approach/)

## PPC bidding: The bottom line

PPC is an effective tool to get your business noticed on today’s crowded Internet. And once you [start bidding appropriately and consistently](https://www.webfx.com/blog/ppc/how-to-choose-google-ads-bid-strategy/), you’ll find that it’s much less confusing than you might have originally assumed.

If you don’t have the time to manage your own campaigns, but are interested in using PPC to further your business’s goals, don’t hesitate to [contact us](https://www.webfx.com/contact/)! Our dedicated team of Internet marketers is more than happy to assist you with [PPC management](https://www.webfx.com/ppc/services/), as well as all other aspects of your [digital marketing efforts](https://www.webfx.com/digital-marketing/services/).

#### Table of Contents

- [A Basic Overview of PPC Bidding](#618d17b17cec7-0)
- [How to Improve Your PPC Bidding Skills](#618d17b17cec7-1)
- [PPC Bidding: the Bottom Line](#618d17b17cec7-5)

#### Related Resources

- [Expand Your Reach with Tubi Advertising](https://www.webfx.com/blog/ppc/tubi-advertising/)
- [Google Ads Basics: How to Get Started with Online Ads](https://www.webfx.com/blog/ppc/google-ads-basics/)
- [Google Adwords: a Case Study on “Quality” Score](https://www.webfx.com/blog/pay-per-click/google-adwords-a-case-study-on-quality-score/)
- [How Do Search Engines Rank Paid Ads?](https://www.webfx.com/ppc/learn/how-do-search-engines-rank-paid-ads/)
- [How Long Does It Take PPC to Work? 3 Months (And Here’s Why)](https://www.webfx.com/blog/marketing/how-long-does-it-take-ppc-to-work/)
- [How Much Does It Cost to Advertise on Bing?](https://www.webfx.com/ppc/pricing/how-much-does-it-cost-to-advertise-on-bing/)
- [How to Calculate a PPC Budget for Your Business](https://www.webfx.com/blog/marketing/how-to-calculate-ppc-budget/)
- [How to Create a Killer Microsoft Advertising Campaign](https://www.webfx.com/blog/ppc/microsoft-advertising/)
- [How to Grow Your Online Business with Free Google Product Listings](https://www.webfx.com/blog/ppc/free-google-product-listings/)
- [Microsoft Advertising’s New Auto-Generated Remarketing Lists](https://www.webfx.com/blog/ppc/microsoft-advertising-auto-generated-remarketing-lists/)

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  - [Ecommerce Website Design](https://www.webfx.com/web-design/services/ecommerce/ "View plans and pricing")
  - [Email Marketing Testing & Design](/email-marketing/services/design/ "View plans and pricing")
- ![Content marketing icon with pencil and paper.](https://www.webfx.com/wp-content/uploads/2023/05/icon-content-marketing.svg)Content Marketing
  - [SEO Copywriting](/content-marketing/services/website-copywriting/ "View plans and pricing")
  - [Content Marketing Services](/content-marketing/services/ "View plans and pricing")
  - [Social Media Management](https://www.webfx.com/social-media/services/ "View plans and pricing")
  - [Infographics & Motion Graphics](/content-marketing/services/infographics/ "View plans and pricing")
  - [Web Video Production Services](/content-marketing/services/video-production/ "View plans and pricing")
  - [YouTube Advertising](https://www.webfx.com/digital-advertising/services/youtube/ "View plans and pricing")
- ![Development icon.](https://www.webfx.com/wp-content/uploads/2023/05/icon-development.svg)Development
  - [Digital Experience Development](/web-development/services/ "View plans and pricing")
  - [Shopify Ecommerce Development](/web-development/services/shopify/ "View plans and pricing")
  - [Web Infrastructure & Maintenance](/web-development/services/website-maintenance/ "View plans and pricing")
  - [Content Management Systems](/web-development/services/cms/ "View plans and pricing")
  - [AI & GPT Integration](https://www.webfx.com/martech/services/ai-integration/ "View plans and pricing")
  - [ADA Compliance Services](/web-development/services/ada-compliance/ "View plans and pricing")
- ![Learn icon of lightbulb.](https://www.webfx.com/wp-content/uploads/2023/05/icon-learn-ux.svg)Challenges We Solve
  - [My Website Doesn’t Drive Leads](/blog/marketing/my-website-doesnt-drive-leads/ "Troubleshoot lead generation")
  - [My Website Traffic Is Going Down](/blog/marketing/why-is-my-website-traffic-going-down/ "Troubleshoot website traffic")
  - [My Website Doesn’t Convert](/blog/conversion-rate-optimization/my-website-doesnt-convert/ "Troublshoot conversion rates")
  - [My Website Isn’t Making Money](/blog/web-design/why-isnt-my-website-making-money/ "Troubleshoot site revenue")
  - [My Website Isn’t Showing Up on Google](https://www.webfx.com/about/our-approach/site-isnt-showing-up-on-google/ "Troubleshoot indexing issues")
  - [How & Where To Sell Products Online](/digital-marketing/ecommerce/how-to-sell-online/ "Master selling online")
- ### The WebFX Portfolio

[View Design Portfolio](/portfolio/design-portfolio/)

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- Technology


- ![Green bar graphs with upwards blue arrow](https://www.webfx.com/wp-content/uploads/2023/05/icon-revenue.svg)Revenue Acceleration Platform
  - [MarketingCloudFX Revenue Platform](/technology/marketingcloudfx/ "View plans and pricing")
  - [Nutshell CRM](/technology/nutshell/ "View plans and pricing")
  - [Customer Data Platform (CDP)](/martech/services/customer-data-platform/ "View plans and pricing")
  - [Lead Management & Scheduling Solutions](/martech/services/lead-management/ "View plans and pricing")
  - [CRM Retargeting Technology](/digital-advertising/services/crm-retargeting/ "View plans and pricing")
  - [Contact Enrichment](https://www.webfx.com/digital-marketing/services/contact-enrichment/ "View plans and pricing")
- ![Analytics icon with bars at different heights.](https://www.webfx.com/wp-content/uploads/2023/05/icon-analytics.svg)Measurement
  - [CRM Integrations](/technology/marketingcloudfx/crm-integration/ "View plans and pricing")
  - [ROI Tracking Dashboards](/technology/marketingcloudfx/roi-dashboard/ "View plans and pricing")
  - [AI Marketing](https://www.webfx.com/martech/services/ai/ "View plans and pricing")
  - [B2B AR & VR Solutions](https://www.webfx.com/digital-advertising/services/b2b-ar-vr/ "View plans and pricing")
  - [Data Warehouse & ETL Pipelines](/martech/services/data-warehouse-etl-pipelines/ "View plans and pricing")
  - [Closed Loop Analytics](https://www.webfx.com/digital-marketing/services/closed-loop-analytics/ "View plans and pricing")
- ![Green circle and blue x](https://www.webfx.com/wp-content/uploads/2023/05/icon-marketing-automation.svg)Learn
  - [What Is a CRM?](https://www.webfx.com/blog/marketing/what-is-a-crm/ "Understand a CRM’s meaning")
  - [Data-Driven Marketing Guide](https://www.webfx.com/digital-advertising/first-party-data/ "Learn how to use data-driven marketing")
  - [What Is a CDP?](https://www.webfx.com/blog/marketing/what-is-a-customer-data-platform/ "Understand a CDP’s meaning")
  - [What Is ERP?](https://www.webfx.com/blog/marketing/what-is-erp/ "Understand an ERP’s meaning")
  - [What Is AI Marketing?](https://www.webfx.com/martech/learn/artificial-intelligence-marketing/ "Understand AI in marketing")
  - [What are CRM Integrations?](https://www.webfx.com/blog/marketing/crm-integrations/ "Undesrtand CRM integrations")
- #### Industry-leading revenue acceleration platform



![Rocket](/wp-content/themes/fx/assets/img/header/v2/rocket.svg)



##### A next-level approach to digital



WebFX's proprietary digital marketing platform makes it easier than ever to track digital marketing performance, conduct industry research, calculate ROI, and make strategic decisions.

[View MarketingCloudFX](/technology/marketingcloudfx/)
- #### Simple, all-in-one CRM platform for B2B



![Nutshell Acorn Logo](/wp-content/themes/fx/assets/img/header/v2/nutshell-acorn-logo.png)



##### Equip your sales team to win



Meet Nutshell, the CRM we've built from the ground up to help you reach your sales goals. Powerful features like workflow automation and centralized customer data make closing deals easier than ever.

[View Nutshell](/technology/nutshell/)

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- Who We Are


- ![Orange chat bubble shape and blue star shape](https://www.webfx.com/wp-content/uploads/2023/05/icon-who-we-are.svg)Who We Are
  - [Our Approach](/about/our-approach/ "Explore our approach to digital marketing")
  - [About Us](/about/ "Get to know WebFX")
  - [Careers (We Are Hiring!)](/careers/ "Explore open positions")
  - [Contact Info](/contact/ "Learn how to contact us")
  - [WebFX Reviews](/about/reviews/ "Read our reviews")
  - [Awards](/about/awards/ "Browse our awards")
- ![Orange circle and blue leaf shape](https://www.webfx.com/wp-content/uploads/2023/05/icon-community.svg)Community Impact
  - [Company Values](/about/company-values/ "Explore our POSITIVE values")
  - [Community Impact](/about/charities/ "Explore our community impact")
  - [FXBuilds](/about/fxbuilds/ "Explore FXBuilds projects")
  - [Equality at WebFX](https://equality.webfx.com/ "Explore our commitment to equality")
  - [STEMFX Program](/about/stem-fx/ "Explore our STEMFX program")
  - [WebFX History](/about/history/ "Explore our history")
- ![Blue circle with a dollar sign](https://www.webfx.com/wp-content/uploads/2023/05/icon-pricing.svg)Pricing Guides
  - [How Much Should a Website Cost?](/web-design/pricing/website-costs/ "Explore website costs")
  - [How Much Does PPC Cost?](/ppc/pricing/ "Explore PPC costs")
  - [Email Marketing Pricing](/email-marketing/pricing/ "Explore email marketing costs")
  - [Social Media Pricing](/social-media/pricing/ "Explore social media costs")
  - [SEO Pricing](/seo/pricing/ "Explore SEO costs")
  - [Local SEO Pricing](/local-seo/pricing/ "Explore local SEO costs")
- ![Blue and orange book shape](https://www.webfx.com/wp-content/uploads/2023/05/icon-content-library.svg)Content Library
  - [Our Blog](https://www.webfx.com/blog/ "View our latest posts")
  - [SEO Checker Report](/seo-checker/ "Get a free SEO audit")
  - [Free Keyword Suggestion Tool](/tools/keywordsfx/ "Get keyword suggestions")
  - [Fix Your Funnel](/tools/fix-marketing-funnel/ "Find marketing funnel leaks")
  - [FAQFox](https://www.webfx.com/seo-tools/faqfox/ "Generate content topics")
  - [View All Tools](/tools/ "Explore all tools")
- #### \#1Best Place  to Work in PA

[View Careers](/careers/)

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