Is A Pay-Per-Click Campaign Right For Your Company?

Landing at the top of a search engine results page is difficult, and figuring out how to use the algorithm to your advantage is even harder.?About three-fourths?of users don’t look past the first page of search results, so if your chosen keywords didn’t make the cut, you probably aren’t being seen.

Even if your company offers the best solutions to a customer pain point out there, those customers are going to be taken by competitors who did manage to get their content seen. That’s where pay-per-click, or PPC marketing, comes into play.

What Is Pay-Per-Click Marketing?

PPC marketing is a type of online advertising in which a company has their ads show up across the internet, usually in the sponsored results section of a search engine results page. These ads aren’t confined to just search engines, as they can also be put before Youtube videos, social media, and any other sites that users browse.

The most popular PPC platforms used by marketers include Google Ads, Youtube Ads, Facebook, and Instagram Ads, LinkedIn Ads, Yahoo ads, Amazon Ads, Twitter Ads, and TikTok For Business. You’ve probably seen dozens of PPC ads a day without realizing it, with the most recognizable type being the sponsored ad beneath a search engine result.

What Are The Pros Of PPC Marketing?

The biggest draw of PPC marketing is the elimination of a fight with the algorithm to be seen. PPC gives companies the chance to get their ads in front of the right people, without having to come up with the ‘magic’ keywords that will get them seen on a search engine.

When someone types something relevant in the search engine, the PPC ad will show up, and when done right can meet the customer at just the right part of their buying journey to secure a sale. PPC increases your chances of conversion by placing your company right in front of people looking for something similar to what you offer.

What Is PPC Bidding?

PPC bidding, also known as cost-to-click bidding, is similar to an auction. Search Engines choose what to put in front of a user based on their typed query, and what it believes to be the most organic and paid results. That page of results is what the user winds up seeing, and because most people don’t look past the first page of results, it’s critical to get your content on this page.

Companies have to decide how much they’re willing to spend per click but don’t know how much their competitors are offering, unlike in a traditional public auction. Whoever bids the most for a keyword gets it, and their ad is the one that will be shown to users who type that word in the search bar. PPC bidding can get tricky, though, as bidding too much will waste your money, but bidding too little can mean you easily get outbid.

In Summary

Pay-per-click marketing is a good way to get your business in front of the right people, without having to fight against search engine algorithms. PPC also gives you the opportunity to meet buyers at just the right stage of their buying journey, and cement yourself as a solution by popping up next to relevant search results. Not only do these ads spread brand awareness, they can widen your reach and drive conversions. Most importantly, PPC ads are a great way to boost sales.

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Author - Staff Writer

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