What is Pay Per Click Advertising (PPC)?

Businesses need digital marketing strategies to optimize their brand and remain ahead of their competition. A combination of skilled SEO implementation, social media marketing, and different methods of advertising allows brands to reach and engage target audiences, enhance brand awareness, improve customer relationships, and optimize campaigns. Pay-per-click (PPC) advertising is an essential element of good digital marketing strategies businesses need to use to get their brand in front of the widest audience as possible. Read on to find out how your business can use PPC advertising to maximize your digital presence and elevate your brand.

What is PPC advertising?

PPC is a form of advertising where a business pays for each click an ad earns. In contrast to other forms of marketing, PPC ads are advertising techniques where a business essentially purchases more clicks and visitors to its website rather than earning these clicks organically. PPC advertising allows a brand to set a budget within a specified platform while only paying for the number of ads users click on. The best digital marketing strategies contain a combination of both organic elements and paid ads to maximize conversions.

How does PPC advertising work?

In a PPC advertising campaign, a company sets a budget within the platform that pushes the brand’s ads. Within this budget, businesses can bid for higher ad placement to earn more visibility on paid listings when a user searches for a particular keyword or phrase.

However, when competitors are both bidding for the same top spot for a specific keyword, other components, such as ad quality score and ad extensions, determine which brand earns the ad position. Ad quality score is a score that assesses the value of your ad for the specific search term. This score considers components like ad relevance and landing page experience. Ad extensions can further strengthen an ad by including components such as snippets, callouts, and site links.

How do keywords work in PPC ads?

Correct use of keywords is crucial to the success of a PPC ad campaign. The keywords you assign to your PPC ads determine the targeted audience your ad will appear for. Your brand needs to consider both the keywords your target customer will search for as well as the copy your users will find on your website’s landing page. Be sure to choose keywords that attract your business’s audience as well as lead your users to accurate and helpful information.

What does PPC advertising mean for your business?

Fast Results-
PPC marketing techniques lead to quicker results than other forms of digital marketing. For instance, it can take up to six months to start seeing the results of skilled SEO implementation. While your business needs to include all forms of marketing in order to maximize your brands reach, PPC marketing returns a substantial amount of higher and more valuable traffic to your website at a quicker rate than other marketing methods.

Constant Traffic-
As long as your brand’s ad maintains its ad position, the volume of traffic to your business’s website pages should remain constant. Additionally, the use of relevant keywords targets more valuable users and makes your business’s content more discoverable, useful and shareable. Accordingly, your website receives much higher quality traffic and increased conversions.

Budget Control-
PPC ad campaigns better allow your business to manage your marketing budget and control your account spending. Closer control of your brand’s advertising budget gives your team the ability to implement a much more effective digital marketing strategy.

Your business’s digital marketing plan needs to include PPC advertising tactics to remain discoverable and competitive. Bearpaw Partners is a digital marketing agency in the Atlanta area equipped with a team of the most creative marketing specialists who know how to give your brand an unbeatable digital presence with PPC advertisements. In the market for a digital agency to help develop your brand’s PPC advertising strategy and digital marketing plan? Let’s work together!

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