Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines. Here, we’ll take a look at why PPC is so important to your overall digital marketing strategy.


How PPC Is Carried Out 

Pay-per-click (PPC) is a paid advertising strategy that can increase website traffic and conversions. Typically the advertiser will pay the search engine when the ad is clicked, with that ad appearing at the top of the search engine results above the organic results. This helps generate more interest around the business and puts the brand in plain view within the search engine results when a related keyword is searched.

How PPC Is Useful For Businesses 

PPC advertising is a way to market and gain higher visibility on search engines such as Google and Bing. With PPC, visitors are 50% more likely to make a purchase than organic visitors, making PPC one of the most effective online marketing tactics. By using PPC as a component of your online marketing channels, you can improve the overall ranking of your site. PPC gives extreme levels of control that allows businesses to boost ad spend for areas, demographics and queries that bring in results, and reduce ad spend in areas that don’t work. 

Benefits Of Using PPC 

A major benefit of PPC advertising run through Google Ads is that it’s easy to measure and track. You’ll see high-level performance details, including impressions, clicks, and conversions (based on the defined business goals). You ultimately have control over a wide range of options for reaching potential customers. You also have a lot of budget flexibility if you want to start small. PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience, the people using Google to find information, services, or products. Ultimately, the biggest benefit of the PPC targeting options available is that you are able to reach people who aren’t already in your audience, as well as those that have been exposed to your brand.

Discover more about how Digital Next could help you devise the right PPC strategy to set your brand apart.

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