Pay-Per-Click, also known as PPC is basically a model of online marketing in which the brands pay a fee for every single ad that is clicked on search engines like Google, Bing, Yahoo, etc. Instead of gaining visitors organically, PPC is a paid method of purchasing visits to your website. There are many types of advertising over search engines in which PPC is the one that is most popular.

There are many businesses that are not at all influenced by the success rate of PPC as they don’t have the depth knowledge of it. They only knew one thing, if an ad is clicked, they will pay for it whether that click visit is converted as a customer or not. But what they don’t know is that once a visitor clicked their ad, it is common to have that visitor turned into your customer.

Types Of PPC: As mentioned above, when talking about ads, PPC is one of the most popular ads in digital marketing. Below are the types of ads that fall under PPC:

1. Display Advertising: These types of ads are used to create or build brand awareness. The ads that appear as a banner, image, or text on websites, and are selected to target a specific group of audience based on their interest, age, gender, demographic, etc. Display ads generally return a lower CTR (click-through rate) and are linked to your website.

2. Paid Search Advertising: Marketers shows your ads to the user with the help of paid search ad, another type of PPC advertising. Your ads are shown to the user (with the help of Google AdWords, Bing Ads, etc.) who search for a brand, product, or services for certain keywords. Keywords are those that you usually search on search engines like “Digital Marketing Institute in Noida”. The campaigns are set up by writing ad copy, by selecting the keywords (relevant), and the most important one, by selecting a suitable landing page on the website where you want your visitor to visit for the first time when they click on your ad.

3. Social Media Advertising: As we all are in the digital era, most of the people in the world love to spend time on social media like Facebook, Instagram, etc., which can be turned into your potential customers. PPC advertising on these platforms can help you in achieving a higher click-through rate (CTR) via websites. The campaign that was set up, can help in building the brand image and an increase in the awareness of your products or services.

4. Retargeting Advertising: Have you ever wondered why all the ads are popping up again and again on your mobile, laptop for the product or services you were looking for earlier? The reason is Retargeting. The cookies on the browser of a user show them those specific ads based on the online actions taken in the past. This is also called remarketing. This can be used as a part of Display Ads, Search Ads, Social Media Ads, Email Marketing.

5. Affiliate Marketing: By promoting your brand, product, or services on search engines, targeted sites, affiliate marketers create PPC advertising. This marketing basically uses a performance-based model. The payments are aligned with the results. If you want, you too can set up and manage affiliate marketing programs. By outsourcing to a third-party provider, you can also earn money with an affiliate program. But there are certain risks in affiliate marketing like poor ad placement that will result in poor response and it can damage your online reputation as well. For more detail related to it, you can check our Affiliate Marketing blog that will provide you in-depth detail.

Benefits of PPC: In order to get the most out of PPC, your strategy should be strong because if your strategy is not able to draw traffic to your business, then all your effort and hard work are in vain.

As per the shopping trend, more than 50% of the population is giving the preference to online shopping, especially due to Covid-19 and lockdown, more businesses are running their business online and gaining more profit. If you want a successful online presence, driving quality traffic to your website should be your priority and PPC has proved to be a helpful option especially for small businesses. Below are the top 6 benefits of PPC Advertising that you can use whenever you want to start:

i- Increase in Sales: Those who prefer to shop online, also do some research on the products first like the quality, price, and for the feedback if anyone has already purchased it in past. The PPC ad is totally focused on such a type of targeted audience that increases the chances of finalizing the order (product/service). If online consumers are satisfied with your services or products, they are more likely to be regular customers. And yes, they will definitely recommend you to their friends and family.

ii- Boosts traffic to your website:  No matter how great or well-structured your website is, till the time the traffic is not coming or no one knows if it exists. PPC here plays an important role in increasing the traffic to your site. If your paid ad appears on the first page of the search engine, the chances of being noticed increase and results in heavy traffic to your website.

iii- Pay only for clicks: For those who think that running ads on search engines is costly, but they don’t know that you only need to pay whenever your ad is clicked. This is another method of cost saving that makes PPC a great option to select. The secret code of a successful campaign is not to fall for the bidding wars for keywords. Sometimes it’s good to stay at the bottom when it comes to the higher cost.

iv- Increase Brand Recognition with Remarketing: Before finalizing anything (product/service), an online shopper always looks for some other options available. Remarketing is one of those tools that shows relevant ads to the site visitor on other websites or apps, after visiting your site. Once they have visited your site, they are now associated with your brand with the product or service they are looking for, even if they haven’t made the purchase earlier.

v- Real-time Analysis of Ad performance: One of the benefits of running a PPC ad is that you can track the ad performance in real-time. The other benefit of a PPC ad campaign is that you change the keywords, can include a promotion, and can change verbiage as per requirement. The analytical data can also show the demographic data which is very useful in your overall marketing plan.

vi- Helps You Control Ad Cost: The sixth benefit of running a PPC ad is that you can stop or modify the ad campaign that is underperforming. It helps you pay as per your decision that how much you want to spend on a daily basis as well as on a monthly basis. As you can run your ad from a couple of days to a month or a year, there are no set of amounts is required to spend.

Importance of PPC in Boosting Success: As you have already gone through the types of PPC and the benefits of PPC, let’s discuss the importance of PPC in boosting success. It is one of the most recognized forms of digital marketing but many businesses haven’t tried it because the first question that comes to their mind is Why PPC is important? Make no mistake, PPC plays an important role. The reason why PPC is widely considered as a successful form of digital marketing is that it offers quick results with reliable results and acknowledgment from the global styles of advertising. PPC helps businesses in gaining greater visibility over different search engines and not to be ignored, that the PPC visitors are much more likely to be converted as a customer from a visitor.

Measuring and tracking to fine-tune ads: As traditional marketing cannot provide you the data, this comes as a positive point when talking about PPC as you can have all the data to analyze.

Digital Marketers can measure a wide range of metrics with the help of specific keyword, targeted audience, digital platforms, devices (Desktop, Laptop, Palmtop, Tablet, Mobile), demographics, gender, age, area of interest, and many more and can use all this kind of information to improve the performance of their ad campaign. It also depends on a business’s ability to go through their data thoroughly, modify the ad, make the adjustment as per requirement. Once all the said changes are done, wait for the updated data to come and then check if the changes done were effective or not.

For a digital marketer, the field of advertising contains a huge amount of data that provides them a grand level and ad control. The reason behind PPC becoming more important in today’s marketing is that the changes can add up to a big-budget saving with a greater return (ROI). There are different types of ability that can be provided to the businesses are:

• Maximize conversion rate – where businesses spend a good amount of money on the ad campaign and for those ads that are being set-up for the high-value keywords.
• It can target the lowest bids for the ad spaces on search engines.
• You can set your daily budget apart from your total budget.
• It can target a specific ROAS (return on ad spend) and CPA (cost per action) for different types of conversions like product, signups, sales, etc. as well as balance between the spend and revenue generation.
• You can pre-set an ad budget for the maximize clicks.

All these strategies differ from platform to platform which assures why PPC is much more important for marketers as well as advertisers. There are different ways to analyze your ad performance and to modify your ads to target with the help of platforms like Facebook, Google Ads, Bing Ads, etc.

PPC helps in improving SEO Performance: As the businesses targets their audience with the same keywords on the same platform, hence, search engine optimization and search engine PPC play an important role as they go together because of overlapping. Another fact is that a PPC campaign and SEO ranking does not have any direct link yet the businesses that optimize both at the same time, are more expected to advance their SEO.

PPC is to be considered as an important part of SEO because, in order to achieve a better quality score, businesses need to improve their site and content that will help in SEO ranking as well. As mentioned above, some of the indirect links of using PPC is important as an additional strategy is like PPC ads can improve the brand awareness, visitors are more likely to click on the organic listing if they see a brand’s ad online, and the paid ad clicks can take your page to the top of the first page on the search engine that will lead to more sharing, more incoming backlinks. If you are carrying out the same keyword research and density, then yes, you are already on the right path in completing the key strategies for not only PPC but also for SEO.