What Is Pay-Per-Click?

In the current digital marketing climate, pay-per-click (PPC) is one of the most popular methods of boosting website traffic and spreading brand awareness. Companies pay to have their websites linked at the top of SERPs and each time a user clicks the link, revenue is generated to pay the search engine. You’ve seen them listed at the top of your Google results labeled as “ad”. Let’s examine the various benefits to incorporating PPC advertisements into your marketing plan. It is important to find a qualified marketing company that is a good fit for your company.

Benefits of a PPC Campaign

The obvious advantage to using PPC is expanding brand recognition. The higher ranked your website is on Google, the more likely prospective customers are to click on it and discover your business. The more people use your services, the more positive reviews you can garner and the more credibility your company builds. PPC is sometimes labeled as expensive but you only make payments if and when your advertisement is clicked (hence the name pay-per-click). This payment system ensures that your money is well-spent on a service that contributes to ROI.

You can also set the amount paid per click and the maximum total spending limit, ensuring that you remain on budget throughout your marketing campaign. Another great PPC-related practice is remarketing; this term describes when users continue seeing advertisements for your company on other pages after leaving your website. This guarantees that users are continuously exposed to your brand outside of your website, greatly increasing chances of conversion. Many business owners like PPC due to its speed; a website can see an increase in traffic within minutes of opening a PPC account. If you have the highest bid on a specific keyword, your ads are immediately visible and clickable for users. 

How Are PPC & SEO Related?

PPC allows a business to target a specific keyword phrase or audience vs. throwing a link into the online abyss and hoping it catches a sale. If you operate a bakery in Orlando, you can purchase ads to appear at the top of SERPs for keywords relating to your goods and services. Search engines also factor in geo-targeted keywords and user location, so anyone looking for local bakeries specific to Orlando can see your website first.

How to Track PPC Campaigns

Another advantage to using PPC is that it’s easily trackable. PPC performance can be integrated into your web analytics to better understand the needs of your client base. Stats are updated and available through Google AdWords and Analytics. KPIs (key performance indicators) include clicks, dwell time, pages, and conversions. Gathering and evaluating these data points can lead to increased customer satisfaction and revenue.

No matter your field or company size, PPC advertising can benefit your business in a number of ways. It’s popular for a reason; it can help develop credibility, boost brand awareness and give a company more financial control. Our Orlando digital marketing agency specializes in PPC strategy, planning, and management for businesses of all industries and sizes. Schedule a consultation to start planning your campaign!