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What is PPC advertising?

You might have heard of this term when discussing various marketing channels but do you know what it really is?

What does PPC stand for?

PPC stands for pay-per-click. This is a model of internet marketing in which advertisers pay each time their advert is clicked. Basically, it is a way of buying visits to your website, rather than simply hoping your target audience will stumble upon it themselves.

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. In more practical terms, this means that when you are engaging in PPC advertising, your advert will show up in the top results of a SERP (Search Engine Results Page).

Why is it important?

Here are some figures which will make you understand how crucial PPC may be for your business:

  • 93% of online activities start on search engines such as Google
  • 40,000 searches take place every second
  • 3.5 billion searches occur every day
  • 65% of users searching for something are likely to click on paid adverts

Every time the ad is clicked, sending a visitor to your website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay €3 for a click, but the click results in a €300 sale, then we’ve made a hefty profit.

How do you build a PPC campaign or advert?

A lot goes into building a good PPC campaign:

  • researching and selecting the right keywords,
  • organizing those keywords into well-organized campaigns and ad groups,
  • setting up PPC landing pages that are optimized for conversions
  • etc…

Search engines reward advertisers who can create relevant and cleverly targeted PPC campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click. In turn, this leads to higher profits for your business.

Most probably, your competitors are already using PPC, so it would be wise to use this marketing channel in order to start reaping the benefits for your business too.

Don’t know where to start? Get in touch with us today to see how we can help you achieve a great return on investment by tailor-making a great PPC campaign for your business.

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