What is Pay-Per-Click? And Why Is It Important?

We recently explored what organic traffic is, and why it is important, however, it is now pay-per-click’s time to shine.

Pay-per-click (PPC) advertising is one of the most established forms of digital marketing, but for businesses that have yet to try it,  without a doubt their first question is “why is PPC important?”. The main benefit of this style of marketing is that many consider it to be one of the most successful forms of digital advertising. It offers fast results, reliable returns, and is one of the most persuasive styles of advertising.

So, what exactly is PPC?

PPC is a model of digital advertising that is used across a wide range of internet platforms. Simply, businesses pay for each click that their ads receive – anywhere from a few cents to a few dollars.

The most common types include:

  1. Search ads: ads that look like regular search results on platforms such as Google.
  2. Display ads: graphic and/or banner ads that are displayed on third-party partner websites.
  3. Social media paid ads: display ads that are showcased within specific social media platforms.

PPC functions vary from platform to platform, however, the core similarity is the root function of paying for each ad click.

Often advertisers bid for key search terms, where their ads will be displayed in search results, or they pay for ads to appear in user feeds, videos, webpages, and more.

So, without further ado, here is why PPC advertising is important:

It can give immediate results

Once your ads are launched, they immediately appear in search results and can start attracting clicks and conversions. PPC is important for businesses that are interested in generating revenue quickly or if they want to take advantage of a very short-term marketing window, such as special events, product launches, or seasonal sales.

Contributes to your business goals and revenue

An obvious reason is that PPC directly contributes to a business’s goals and revenue. As mentioned before, this style of advertising offers quick results, so the fact that it also functions as a source of generating good revenue makes it even more valuable.

It is one of the most successful forms of digital marketing

Search engines and social media platforms are the heart and soul of the internet – almost every web user regularly interacts with one or both of these parts of the internet. Ignoring PPC would mean ignoring a crucial part of internet shopper behaviour. Three-quarters of people (75%) say that search ads make it easier to find the information they are looking for.

Greater cost control

PPC gives you control over how you spend your money. There is no minimum spend, and you can choose how much you want to invest in PPC per month, per day, and per ad. As mentioned, you only pay when someone clicks your ad.

Target the right consumer

Targeting gives you the ability to show your ads to a specific audience, that is,  people who are interested in your products and services. Google Ads, for example, offer different ways of targeting, including:

  • Keywords,
  • Ad location,
  • Age, geographic location, language
  • Days, times, and frequency
  • Devices

If you’re looking to drive a new wave of prospective customers to your website for the first time, quickly, then a PPC campaign is your best option. At WebEagles, we have the expertise to help you craft a successful, measurable PPC campaign that really benefits your business. Contact WebEagles on 1300 123 808 for more information.