PPC, or Pay Per Click, is when you purchase online advertising, but only pay for actual clicks that come through on that specific ad, instead of paying for the amount of impressions. Unlike other advertising methods, PPC allows you to maximize the return you receive on your investment for online advertising because you only pay for ads that are seen by real consumers, all of which are potential customers. If someone is interested enough in the ad to click through on it, you can rest assured that they’re a potential lead, and possible even a conversion.
Traditional advertising, whether it be online, in print, on television, or on the radio, tends to cost much more than PPC advertising, and doesn’t give you the option to really zero in on an audience. It’s more of a spray and pray type of thing, where you hope that your advertising reaches enough people that your target audience gets caught in the mix. With PPC, you can know exactly who’s clicking through on your ads, what age group they fall into, any other info relevant to them, and just how well your ads are performing. This is a strategy that requires less investment from your marketing campaign, while acquiring more return.
Advertising through PPC can take two main forms. This can be either Search Engine advertising, or Partner Network advertising.
Search engine advertising or search engine placement is the process through which businesses and marketing companies can bid on keywords relevant to their industries. The more expensive a bid, the more closely it correlates to the top spots on the search engine listing page, and vice versa. These keywords are the most desirable, as they stand the highest likelihood of being seen by your target audience.
When using Google AdWords, you have the option to bid on whichever keywords you choose. The more popular and requested a keyword, the more expensive these bids will be. But it’s not all in the keywords; your landing page also has a significant effect on the quality of your search engine listing. The better your landing page, the less you’ll be requested to pay for bids, as Google will believe that consumers are likelier to be driven to your website. Every time that someone clicks on your ad, you’ll have to pay whatever bid price you chose, up to whatever daily maximum you’ve suggested. It’s best to choose a maximum bid per click price and a maximum daily budget before starting out, to ensure that you don’t end up spending more than what you can afford.
The beauty of PPC lies in its ability to show your ad specifically when consumers search for your keyword, ensuring that your ads are shown only to those looking for your products and services, and that money isn’t wasted on clicks for consumers who are unlikely to buy. This allows you to target very specific audiences, and thus to budget your expenses accordingly.
When your business is having trouble getting ahead with SEO rankings, PPC advertising is a powerful alternative to really give your rankings that needed boost. It also takes much less time than organic SEO rankings, which can take weeks or even months to see results. In industries that are highly competitive, PPC can allow you to instantly show up on the front page of search results, all without putting in the time and tedious work that SEO involves.
Partner Network PPC advertising relies on placing static ads, such as banner ads or side page ads on other websites. Much like with traditional print advertising, this technique is not nearly as targeted as search engine PPC advertising, but it tends to be much less expensive as well.
The advantages of PPC advertising far outweigh the commitments that they require, purely because of how quickly they can garner the results which you’re looking for. It also allows you to measure the success of your methods, and the return on your investment, all while giving you the ability to target specific audiences.
With all these metrics at your disposal, and the ability to do specific advertising, there’s really no reason not to be doing PPC advertising. So what are you waiting for? Give it a shot!
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