Use Google AdWords And Other PPC Tools For More Clicks Google AdWords is a PPC system that enables even a new website to build impressions and clicks for keywords you want your site to rank for. Once you set a budget and identify the keywords, the system helps you bid on the keyword to determine your placement on a webpage. When people click on your ad, (which appears at the top of the page above organic search results, or on the right-hand side), you pay a certain rate per click through to your website. To maximize your advertising dollars, PPC management is essential to assure that you choose keywords important to your industry that have less competition in the bidding process. You want the amount you pay per click, or your cost per action (CPA), to be as low as possible to maximize your ad dollars.
Working Toward CPA Optimization A good SEO firm will help find the best keywords to improve your Quality Score; a metric Google uses based on the quality of your keywords, ads, and landing pages. The higher your quality score, the less you will pay per click. Your goal is CPA optimization, so that you experience higher conversion rates, whether you measure that in click through use, form completions, leads, or sales.