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Why is Pay Per Click Important?

Pay Per Click (PPC) is one of the most established types of digital marketing. But, before you design a PPC strategy or invest in a full-blown ad campaign, you need to know why PPC is vital for online business success. 

The key benefit of this marketing strategy is that it is one of the most effective online marketing strategies. It is one of the most common forms of advertising, with quick and consistent results. It improves exposure on Google and Bing, and PPC visitors are more likely to convert.

What Is Pay Per Click?

PPC (pay-per-click) is a type of digital advertising that is widely used online. In simple terms, it means businesses pay for each click on their ads – from a few cents to a few dollars.

Why You Need PPC

PPC is vital for organisations looking to generate cash rapidly or take advantage of a limited marketing window (special events, product launches, holidays, seasonal sales, etc.). PPC is an essential component of any short-term or long-term digital marketing strategy.

Advertisers create search advertising on Google or Bing via the platform’s respective portals, creating ad campaigns/ad groups, budgets, and ad specifications. Once launched, the ads display in search results and begin drawing clicks/conversions. Using PPC’s short-term results data to reduce/cancel expenditures for ineffective campaign features and focus on high-value campaign attributes is essential to drive results.

Higher Conversion Rates

Research suggests that paid search visits are 50% more likely to convert than organic traffic.

According to Formstack, PPC advertisements are one of the top three sources of on-page conversions. Also, PPC advertising positions brands at the top of the search engine result in pages (SERP), where over 40% of clicks go to the first three paid ads. 

More Control Over Targeted Advertising

Given that most firms recognise the importance of audience, why is there a need for Pay Per Click advertising? The reason is that PPC ads can target very particular audiences. Few other advertising methods provide such precise control, so PPC is vital to many firms.

With Google’s ad network, PPC advertisers can precisely control which ads appear where. PPC allows advertisers to manage when and where their adverts show, user demographics, interests, previous purchases, and more. Also, the control over target ad demographics on social media platforms is considerably more precise.

Increased Budget Control

It is structured around budget and hence offers more control than other paid advertising tactics. One of the main benefits of PPC advertising is that businesses have complete control over their spending.

Plus, with PPC ads, you pay for clicks alone, nothing else! There is no entrance fee and no minimum ad budget. Profitability is not determined by the amount spent.

Businesses can then increase ad spend for areas/demographics/queries that work and cut ad spend for areas/demographics/queries that don’t work. PPC is important for its capacity to squeeze every penny of money for improved return-on-ad-investment (ROAS).

When it comes down to it, the importance of PPC is that companies can benefit from not only better results from a more price target audience but faster, more desirable results and an altogether better way to invest your marketing budget.

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