What is Pay Per Click (PPC)?
Before jumping into an explanation of how PPC works, it's necessary to understand this kind of advertising and how it fits into a completely successful marketing strategy.
PPC stands for "pay-per-click". This is a form of advertising strategy in which you establish a budget for your ad campaigns on a given platform, such as Facebook or Google, and then pay only for the clicks you receive. There is a range of this type of advertising, such as pay-per-view or pay-per-impression, all of these work on the proposition that you pay.
Pay-per-click advertising plays a crucial role in your business's broader online marketing campaign. It is especially useful for specific, time-sensitive campaigns in order to address competitors directly or to break into new geographic markets.
However, PPC advertising can prove expensive, time-consuming and temporary, if it is practised as the sole approach for your online marketing presence. It should be used in the context of a procedure that includes strong analytics, Search Engine Optimization (SEO), video and content development and social media presence.
PPC advertisements are highly controllable, time-efficient and cost-effective way to earn a top spot at the search engine like Google and Bing results as well as on other web portals and digital platforms where your target audience spends the most of their time. But, to earn a high return you require an experienced PPC company that makes data-driven decisions, continuously optimizes your marketing campaigns, and monitors your entire funnel to help you convert visits into sales.