PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page. Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee.
It’s good for searchers –Research indicates that searchers click on ads more often than any other form of digital advertising. Using 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. Google 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 and specifically seeking out their product. Because searchers reveal their intent through their search query, advertisers are able to measure the quality of traffic that results from search engine clicks.
It’s good for search engines –PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.
The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads. Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.
Is Pay-Per-Click Marketing Right for You?
PPC advertising offers a unique opportunity to:
Grow Your Customer Base -Connect with searchers actively looking for products and services like yours, and respond to that need by providing them with an offer relevant to their search query.
Generate Leads at Low Costs - Because pay-per-click marketing allows you to reach leads and prospects when they’re researching and looking to buy, it’s a highly effective way to bring interested visitors to your site. Plus, you can enjoy an algorithmically generated discount from the search engines in exchange for making their users happy.
The truth is, pay-per-click marketing can work for almost any kind of business, whether you’re looking to sell products through an e-commerce website, generate leads for a service-based or software business, build brand awareness, or even drive foot traffic and phone call to your local store.
The difficulty is in the execution. In order to get the most out of your pay-per-click marketing campaign; you need to follow a few best practices.
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