Pay-per-click advertising or PPC is a strategy in which you (the advertiser) pay every time a user clicks on one of your online ads. It’s often done through Google Ads, Bing Ads, or other search engines, and it can be an effective way to reach people who are searching for terms related to your business.
However, costs can range from relatively inexpensive, to thousands of dollars per month, depending on the size and scope of your campaign. And, when a campaign is discontinued, the traffic generated by that campaign is also discontinued.
When users click on pay-per-click ads, they are directed to dedicated landing pages that encourage them to take a certain action:
- Make a purchase
- Complete a form
- Download a report, or similar.
If you implement a PPC campaign, your primary goal will likely be to increase sales or leads.
Why use PPC?
- Easy tracking. With a PPC platform like Google Ads, you’ll be able to track how many people view your ads as well as how many click on them and what percentage of them convert. You’ll know instantly how your campaigns perform.
- Controlled spend. PPC advertising is pay as you go. You’ll be able to change or pause ad campaigns that are underperforming, and you don’t have to commit to a certain advertising spend.
- Instant results. Other marketing strategies like SEO and content marketing take time to work. PPC advertising, however, offers a fast way to set up a campaign and get results right away.
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