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What is PPC Advertising and How is it Beneficial?

Are you thinking about investing in PPC advertising, but aren’t sure if it’s right for your business?

No matter what type of business you run, you’ve probably heard about PPC advertising and the wonders it can do for your company. But, what is PPC advertising, exactly? And how is it beneficial for your business?

Read on to learn about what PPC advertising is and why it’s so beneficial for your business. 

What is PPC Advertising? 

First things first, what is PPC advertising? 

PPC stands for pay per click. With PPC advertising, you only pay when your advertisements are clicked on by an online user. If you’ve used the internet in any capacity, then you’ve definitely come across PPC advertisements. 

PPC ads appear as display ads on the sponsored section of a search engine’s (be it Google or otherwise) results page. In order to appear when the right audience and keyword criteria are met, businesses bid on the perceived value of a click. Hence, where the name PPC comes from. 

Google, Facebook, Yahoo, and Bing all have popular PPC programs. 

How Does it Work? 

Now that you know the basics of PPC advertising, let’s get into the specifics of how exactly it works. 

With the PPC model, you pay a fee each time your ad is clicked on. If no one clicks on your ads, then you don’t pay anything. 

The PPC process begins with you creating an ad. Once that ad has been created, you’ll bid on certain search phrases in an online auction. Every time your ad is clicked, the visitor will be sent to your website or landing page (you can choose which page you want to send them to). 

It’s essentially a targeted way to buy website visitors. Hopefully, the more visitors that land on your site, the more conversions you’ll get. There are different types of PPC ads, and these include:

  • Search ads 
  • Display ads
  • Local search ads
  • Remarketing ads

You’ll find PPC ads on search engines, webpages, social media platforms, and mobile apps. Oftentimes, a PPC ad is almost indistinguishable from the organic content surrounding it. For example, you may see an ad on Instagram that looks just like a regular post, but it’ll have the word “Sponsored” by it, indicating that it’s a PPC ad. 

How Does the Bidding Work? 

For many businesses trying PPC for the first time, the bidding process can be confusing. The bidding system that PPC ads are subject to is known as the ad auction. 

This is an automated process that major search engines follow in order to determine the relevancy and validity of an ad that appears on their search engine results page. During the auction, you’ll bid on keywords that are relevant to your business. 

For example, if your business sells workout equipment, then you may want to bid on the keyword “best treadmills”. In order to find the best keywords for your business, you can use a keyword search tool. 

Once you’ve figured out what your relevant keywords are, you can create a targeted ad around this keyword. 

The Benefits of PPC Advertising 

So, why should your business invest in PPC advertising? Let’s take a look at some of the top benefits:

1. You Get What You Pay For 

As we mentioned earlier, with PPC advertising, you only pay when your ads are clicked on. 

This means that instead of paying for exposure like you are with other forms of advertising, you’re paying for action. So, if you create a complete dud of an ad that doesn’t attract any online users, then you’re not wasting any money. 

Instead, this mistake is really just a learning opportunity to create a better ad. If your company is on a tight budget and you only have so much to spend on advertising, then PPC is an excellent, low-risk form of advertising to try out. 

2. Increase Your Website Traffic and Sales 

Another major benefit to PPC advertising is that it helps increase traffic to your website and boost your sales. 

While social media and SEO can be great for generating a steady stream of organic traffic, they can take a long time to work. With PPC advertising, you can gain exposure on the first page of Google even if your business is just starting out. 

This converts to more traffic to your website as well as an increase in sales. 

3. Don’t Have to Worry About SEO Rules 

SEO comes with a lot of complicated rules that can be tough to follow. These rules are constantly changing, and oftentimes, they change without warning. 

A small change in Google’s algorithm can send your web page from the top of the search results to the dreaded second page. The great thing about PPC is that while there certainly are updates, they’re not as frequent as SEO updates. Nor are they as disruptive. 

This means that your ads will continue to operate like clockwork despite any tweaks search engines make to their algorithms. 

4. Easy Tracking 

Another major benefit of PPC advertising is that you can track your campaigns with complete transparency. 

For example, Google comes with both Google Ads and Google Analytics. These tools allow you to effortlessly track your PPC campaigns. You can see how many people are viewing your campaign, what people are doing once they click on your ad, and much more. 

All of this information makes it easy for you to decipher what’s working and what isn’t so you can easily tweak your ads in the future. There are also many companies out there that help with PPC ad management, like https://www.digitallogic.co/ppc-management/.

Are You Ready to Try PPC Advertising? 

Now that we’ve answered the question, “What is PPC advertising”, it’s time for you to give PPC advertising a try. Pretty soon, your business will be reaping all of the benefits of PPC ads. 

Be sure to check back in with our blog for more advertising tips and tricks. 

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