Pay-Per-Click or PPC is a paid advertising model in which the advertiser has to pay each time an online user clicks their ad. It’s all about getting website traffic through paid channels rather than earning them organically.
Since search engines are a good source of quality traffic, many people rely on search engines to run their PPC campaigns. Such a form of PPC advertising is called Search Engine Marketing (SEM).
In addition to search engine Ads, there are several other forms of PPC marketing, which includes local search ads, display ads, and remarketing. Google, Bing, Facebook, and Yahoo searches are popular places to run PPC advertisements.
A new website can fall into a shadow no matter how compelling products/services it’s offering. But through PPC advertising, you can gain user visibility, brand awareness, and website traffic all at the expense of a few dollars. This increases your exposure and gives traction to your business.
SEO might help you gain traffic organically but it takes an awful lot of effort to get the first-page ranking. Ranking through SEO also takes quite a lot of time. Furthermore, with regular updates and algorithm changes the ranking is subject to change.
So it can be quite frustrating. However, gaining visibility through PPC is rather fast. It can help you get first-page exposure within a day.
PPC indeed gets you traffic to your website. But not all traffic converts. Some users simply click on your ad and eventually leave.
In the PPC model, you have to pay only when a user clicks on your ad. And you’ll have full control over what kinds of users should see your ad. You can define an age group, location, language, and whatnots.
You can also specify a set of keywords for which you would like to appear. This gives you full control of advertising. Likewise, you get budget flexibility and set up your ad budget. You can also choose how much you want to spend on advertising.
Because of precise audience targeting, high-level of control and flexibility, high ROI, and easy tracking and measurement features, businesses can benefit from PPC campaigns in many ways.