Pay per click advertising is an internet advertising model used to direct traffic towards websites.
Advertisers can display adverts which advertise their good service when a potential customer searches relevant queries in search engines. If not already self-explanatory, advertisers only have to pay the publisher when someone clicks on the advert. Even though advertisers have absolute control over their advertising, it is decided by ‘Ad Auction’. Ad Auctions is an automated process that Google and other search engines use. It determines the relevance and validity of advertisements that appear. Unfortunately, you can’t pay more than your competitors for your ad to be shown more prominently.
Pay per click can advertise content such as downloads, newsletter, signups, content entries and app downloads.
Here is more information regarding Ad Auction. As the name implies, it is a bidding system for advertisers to bid on terms (keywords) they want to trigger or display their ads. It is important for your business to select words or phrases which are most likely to be searched by customers. For example, at Hex we would use keywords and phrases as ‘Digital Marketing in Basingstoke’ and ‘Web design Basingstoke’. They are phrases that are most likely to be used by potential customers to find what they are searching for.
So the main thing we all want to know is the benefits of Pay Per Click advertising. Below are the positives of using Pay Per Click, as after all…if there were no benefits then it would be pointless doing it.
Contributes to business goals
One main reason to use Pay Per Click advertising is the assistance in reaching your business goals. Your goals are obviously important otherwise you wouldn’t put some much into it to reach them. So why not use a tool which is so quick and easy to do? Pay Per Click can help reach goals like high-level brand exposure. PPC is definitely a powerful tool to use for aligning website traffic to end-goals.
It is measurable and trackable
A major bonus of PPC is that it is so easy to measure and track. There is a simple tool available to use which is Adwords with Google Analytics. Through Google Analytics you can access high-level performance details such as impressions, clicks and conversions. You can also keep an eye on how your campaign is performing and what kind of traffic and results they are driving for your budget.
You are in control
You pretty much have complete control over your advert. You can access a range of options of how to reach potential customers if you can choose what keywords you want to use. You also have budget flexibility which means you can choose your own ad budget and bids, and choose what you’re willing to spend. However, you have to pay close attention to the market rate.
It helps you find problems with your offering, promotions or website
As soon as you have traffic heading towards your website, it becomes very clear what works and what doesn’t. As an uncaught programming error or design can affect the functionality of your site, it is incredibly important to keep an eye out. If this is the case, PPC will aid you in discovering this as it will become apparent to the PPC managers and they will investigate for you.
There are a variety of different targeting options available. You are able to target keywords through text ads and running ads through remarketing based on their past behaviour. You are also able to focus on specific demographics on display networks.
The wealth of marketing data
You can access a lot of data through Google AdWords which goes beyond Pay Per Click performances. You can gather data like impressions, clicks and conversion data for each keyword. Which can be used to advertise SEO strategy and content marketing efforts.
I hope this article helps you in why to use Pay Per Click advertising! Good Luck!!
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