What is Pay Per Click Marketing (PPC) ?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee every time one of their advertisements is clicked. Basically, it’s a way of buying visits to one’s site, rather than attempting to “acquire” them naturally. Search engine advertising is a standout amongst the most famous types of pay per click marketing. It enables advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. Great effort goes into building a successful pay per click marketing campaign: from exploring and choosing the right keywords, to sorting out those keywords into efficient campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create pertinent, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If one’s advertisements and landing pages are valuable and fulfilling to clients, Google charges less per click, prompting higher benefits for one’s business.
Importance of Pay Per Click Marketing in Digital Marketing
PPC advertising is highly effective: It can generate traffic immediately. It’s basic: Spend few pennies, get ads placed at right spots, and potential clients will see your business first. If folks are searching for the keywords on which you bid and you’ve placed an elegantly composed advertisement, you will get clicks the moment the ad is activated.
PPC advertising is fast: You can generate targeted traffic within a few minutes of opening an account.
PPC advertising is also agile: Where organic search engine marketing or other forms of advertising can linger weeks or months behind changing audience behaviour, you can alter most pay per click campaigns in hours or days. That provides unmatched capacity to conform to market conditions and changing client interests.
PPC as a bargain: Sometimes, you can find keyword ‘specialties’ for which the top bid is a fantastic deal. These are longer, highly specific phrases, that not everyone will have taken the time to check out for; “long-tail search terms”. In this case, PPC is a great choice as it can help you generate highly targeted traffic to your site for a very less cost.
Challenges in PPC advertising
1. In spite of being a comparatively cheap alternative PPC advertising can run up costs pretty quickly. It’s easy to get caught up in a bidding war over a particular keyword and end up spending far more than your potential return.
2. Junk traffic can also drain the life out of your campaign. Most, but not all pay per click services or providers distribute a section of their budget to few search engines and other sites through their search partners and content networks. While you absolutely want your ads to be displayed on Google and/or Bing, you may not want your ads showing up and generating clicks from some of the profound, darker corners of the Internet.
3. To conclude, pay per click advertising does not scale. If you get more traffic, you pay more money in nearly direct proportion to that traffic – your cost per click remains constant, and your overall cost surges. In contrast to Search Engine Optimization (SEO), where you invest a fixed amount of effort and/or money to achieve a better rank, and your effective cost per click goes down as you draw more traffic.
Role of PPC Advertising
Campaign- and issue-based efforts: If you have a short-term campaign for a new product, service, or special issue, pay per click would be a great way to generate buzz in no time.
Direct-response business: If you sell a product or offer a service that customers can purchase the moment they arrive at your web site, pay per click is a great tool.
Key phrases: If you are trying to generate traffic for a highly specific key phrase, PPC can help you in providing bargains, reducing your cost at the same time increasing your reach.
Product Listings: If you sell a wide array of products, search engines like Google and Bing offer a specific ad type known as the product listing ads (PLA’s). These ads highlight your products, including a product image, and enjoy far more prominence in search results. Highly effective in reaching out to potential customers.