What Is PPC and Why You Need It?
Pay-per-click is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label?
Every time your ad is clicked, the ad is initially sending a visitor to your website. You pay the search engine a small fee and that is why it is called “pay per click”. When your PPC campaign is designed in a way that a search engine will pick it up and is running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it.
Overall pay-per-click is good for everyone:
- It’s good for searchers: Research shows that searchers click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs. Also, we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Plus, Google in particular has developed an excellent formula for ensuring that PPC ads meet the user’s needs.
- It’s good for advertisers: Advertisers are offered a unique means of putting their message in front of an audience who is actively seeking out their product. Because searchers reveal their intent through their search history.
- It’s good for search engines: PPC enables search engines to cater to searchers and advertisers at the same time. The engines want to provide relevant results overall.
The unique advantage of PPC marketing is that many search engines don’t just reward the highest bidders for that ad space, but they also reward the highest-quality ads. The better your advertisements, the greater your click-through rates and the lower your costs will be.