PPC, also known as Pay Per Click, is an advertising model in which an advertiser pays fees to a search engine when the user clicks on their ad. It is, therefore, a means of buying highly targeted visitors to your site who are looking for your products or services.
PPC has been around for over 18 years and its primary player is Google Ads, formerly known as AdWords. This is Google’s PPC platform, in which advertisers create an account and campaigns, then create ads and keywords to promote their products, services, and businesses.
Other important PPC platforms include Bing Ads.
PPC advertising has many advantages and it is important to be aware of them before advertising.
REACH QUALIFIED PROSPECTS
No other channel has the capacity to reach qualified prospects like PPC. It has the ability to reach people who are looking for your products and services and you can connect with them during their research. You will show them ads highlighting the offers you are looking for. If they are interested, they will click to go to your website. And you only pay when they click.
Launching PPC campaigns is quick and you can get your business ads online in a matter of hours. The barriers to entry are very low and advertisers large and small occupy the same space. Thus, it is common to see small businesses compete with Amazon and other large companies.
And you can spend as much as you want and adjust your AdWords budget based on performance.
LARGE TARGETING OPTIONS
Targeting on PPC platforms such as Google AdWords is precise. You can target specific searches on Google and show your ads to these people. You can also access specific demographics, such as women aged 35 to 44. You can also reach people on specific websites, locations, or apps. And you can combine the targeting options to be as specific as you want.
One of the best things is that you get an estimate of how many people you can reach, which helps you budget.
PPC generates visitors instantly to your website. You don’t have to wait for weeks or months like SEO. As soon as the ads are approved, they will be available on Google in the search results.
You also get faster sales for your business. You target people who are looking for your products or services and who are highly qualified and ready to buy.
YOU CONTROL EVERYTHING
With PPC, you control everything in your account. This includes budgets, the locations you want to target, the keywords to bid on, the ads visitors will see, and everything in between. Of course, you have to think and plan or you can hire an AdWords expert to make the right decision. And you can turn your ads on and off at any time based on sales, goals, budgets and performance.
You can also close your account easily if you no longer wish to advertise because you are not tied to any contract.
YOU ARE MORE LIKELY TO CONVERT
People who search on Google are more likely to buy because they care about what you offer. These are highly qualified visitors who know what they need and are more likely to buy.
PROMOTE YOUR BRAND
PPC helps to promote your brand and your products. When people search and see your ads, they become aware of your brand and can connect to it as soon as they access your website. The more time you spend advertising, the more brand searches for your business increase, the more awareness of your target market increases.
And you can use remarketing to continue that relationship and keep them coming back to buy from your business.
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