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Last Updated on September 23, 2021

What is PPC?

Pay Per Click also called as PPC is a form of paid advertising on the Internet. It is a great way for getting visitors to your website when you need it now. Google and Bing allow to businesses to buy listing in their search results. These listings appear on the top of the search results along with the non-paid organic results.

These ads are sold in auction by advertising firms like Google AdWords and Bing Ads. It’s also a popular advertising method on other platforms like Facebook, LinkedIn and Apple iAds. You bid what you want to pay for a click on your ad. Bid the most and you have more chances to get high ranking in search results.

The purpose of PPC advertising:

Most of the businesses can’t solely depend on the PPC for advertising as the bids are too expensive. But, there are some important benefits which can perform only through a successful PPC campaign.

1) If you have a short-term campaign for any new product or service, Pay per click is a proved way to generate more buzz. You can start a PPC campaign just within 24-48 hours and you are also allowed to change your text in the mode of the campaign so you can spread your motives and messages to clients. If you need the attention of people towards your product for a limited period, PPC advertising is the best platform.

2) If you sell a product or offer a service that people can get at the time they arrive at your website, PPC is a great tool. Online stores are a great example to explain this term. In such way, PPC offers a direct response to your business.

3) PPC also provides bargains, if you are generating traffic to a highly customized key-phrase or in a specific geographical location. Like, maybe you might not want to pay many bids for key phrase salon services, but “salon services in Toronto” is comparatively less expensive.

PPC Marketing Pros:

Instant results: You have got several companies who assure to offer immediate search engine rankings, but PPC is the exception to this rule. Owing to the nature of PPC ads, you can generate traffic for you more quickly than with organic SEO methods.

Small initial investment: In general, search engines don’t charge any dollar to go into a PPC advertisement. It means you don’t have to pay any fee while creating your account, you only pay each time when someone clicks on your ad.

Set your own budget: With PPC advertising, you can set your own budget as per your own sales goals and how instantly you want top results.

PPC Marketing Cons:

Bidding wars: When different PPC advertisers bid for a specific keyword, there are chances that your bidding war may be too costly.

Charges for each click: It is a tough task to run your campaign without a moderate budget. As the charges per click varies with the keyword and position.

Click fraud: It is a major drawback of a PPC campaign and occurs when PPC advertisers barrage their competitors with fake clicks from different IP addresses. They do this in a hope that you’ll be frustrated with your high advertising bill and stop running PPC ads and your disappearance will make his aids grab all the traffic.

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