What is Pay-Per-Click or PPC Advertising?
If you don't know already, pay-per-click or commonly referred to as PPC advertising is a form of online advertising that effectively charges you each time a user clicks your ad and visits your website.
Pay per click can be both a cost-effective but also an over-charged form of advertising, depending on factors such as which keywords you select, what pages your ads appear and the number of competitor's currently trying to 'out-bid' you for the best advertising position. That's why it's important to find out more about pay-per-click advertising before jumping in too deep.
Pay-per-click advertising can be used as a successful tool to drive traffic, leads or sales and can be tracked accordingly including 'conversions' meaning the people that convert to sales by processing an order online or submitting a contact us or quote request form. PPC can also be used by the savy marketing expert for testing out certain keywords, a way of finding out which keywords convert the best then optimising a custom landing page via SEO to target and convert those users as paying customers.
Google AdWords, Google Merchant & the Google Display Network banners are all examples of pay-per-click advertising. You can even find ads on videos on YouTube and both Yahoo & Microsoft use Bing Ads for their search engines and advertising network. Ads can be displayed on search engines, videos and even many third-party websites such as local news, sports and blog sites.
Why should I use PPC Advertising?
Each website or potential PPC advertiser has a different function or purpose and it is for this very reason that PPC advertising works for some advertisers but not for others.
Sometimes it's just not cost-effective as the cost-per-click (or CPC) can be too high for the 'return on investment' (or ROI) however the costs vary based on criteria such as target keywords, locations and of course competitors. A typical PPC advertiser may have an e-commerce store, be advertising a blog site or maybe even a services based business, each have a different target market and desired result.
An e-commerce store for instance would use PPC advertising to drive traffic to their online shop or products page. Based on the performance of the users, the website's owner could remove keywords that are costing too much and not converting as sales and then make changes to landing pages or the products pages in order to improve on results as well as focus more on the keywords that are converting as sales.
3 simple reasons to use PPC Advertising for your website
- drive traffic and targeted users to your website
- provide leads such as contact inquiries or sales
- test the effectiveness of landing pages on targeted users