Enjoy the broadest reach in the online market—at an optimal cost—with pay per click (PPC). Most digital marketing campaigns take time, usually months, for you to start seeing results and measuring the return on investment or ROI. Not with PPC. With PPC, you get inquiries, calls, and purchases immediately. And the best thing about this strategy is that you don’t have to pay unless someone clicks on your ads.
What Is Pay Per Click or PPC?
Pay per click advertising (also known as search engine marketing) appears at the top and right side of a search engine results page (SERP).Pay per click ads work by associating your ad with a keyword or phrase related to your service. Any time that keyword is used in a search, your PPC advertisement will be shown on the search results page. You only pay for PPC advertising when a customer actually clicks the link to visit your website. The cost charged for each click depends on popularity of the keyword, the search engine’s assessment of how descriptive the PPC ad and keyword are to your website, and how frequently your ad is clicked vs. your competitors’ ads. While PPC advertising shows up most often in search engine results, pay per click results may also appear on different advertising networks and various websites across the Internet.
When It Makes Sense To Use Pay-Per-Click Advertising
To Supplement Your SEO Efforts
It’s no secret that SEO takes time. From the day you start writing and optimizing your website, it may be months before you begin seeing competitive rankings for your target keywords. Supplementing this process with a PPC advertising campaign can help you fill in that gap. As soon as your ads are live, they’ll appear on your targeted platform, and you can start getting instant results, including brand awareness, clicks to landing pages, and even conversions.
To Build Awareness of a Service
SEO works well when you target keywords that your buyer persona would search for online. However, new products and services sometimes face the problem of that target audience not knowing what to search for. While you can use SEO to target keywords higher up in the Sales Funnel, PPC ads help you take an awareness-building message right to your target audiences of Off-page and On-page SEO, and generally anything SEO related, you have a website that Search engines like Google and customers appreciate greatly. This helps secure your spot at the top of search engines.
To Beat Well-Known Competitors
If you are just beginning to establish an online presence for your business in a space already dominated by large companies, it’s going to take some time to carve out your own space on the Search Engine Results Page (SERP.) Fortunately, however, ad placements cover up to 85% of the space above the fold, and 80% of search results contain Google Ads ad placements. This means that, even while you are working to establish your place in the organic results, you can buy visibility for those keywords that your larger competitors may be targeting organically.
Local Search ads
Local Search Ads are not a separate type of PPC advertisement; rather, they are a specialized subset of the standard Search Ads. These location focused ads can target users searching for businesses or services near yours on Google or Google Maps. Like Search Ads, they are charged on a cost-per-click basis
By default, Google Ads will set your campaign live nationally. If you are a local business, ship to a specific area, or provide service (only) to a specific geographic location, it is a best practice to customize your Location Targeting in Google Ads.
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