In other words, you are not paying for advertising space - only for the results.
For example, if you sell winter boots for kids, you can be advertised in the search results for "baby winter boots" when a user does a search. This keyword is broader, something you want for a PPC campaign - it's paid advertising, so you want a quick return on investment.
PPC may include search engine ads, as well as ads in social media and other platforms. You can even be advertised on apps like WhatsApp.
What is the goal of PPC?
PPC aims to reach users when they search for your products or services, which means they are ready to buy your products or services. When they click on your ad, they will reach your landing page and see a prompt for conversion action, either by purchasing a product, subscribing to a newsletter via email or some other action.
Why use PPC as a Digital Marketing Strategy?
PPC is one of the most cost effective methods of paid advertising.
For many businesses that are just starting out in digital marketing or are looking for a quick boost, PPC is a useful online marketing strategy. It promotes your site to the top of the search results - something which can help with that, is if your company's organic search results ranking is already in a high search position.
Why include PPC in your digital marketing campaign strategy?
Consider these facts:
Businesses earn 6.78 euros for every 0.85 euros spent on Google Ads.
With Google handling more than 60,000 searches per second - or more than two trillion searches a year - it is an ideal platform for PPC campaigns. This is why many companies invest their PPC budget in Google Ads, which offers an impressive return on investment.
If you decide to advertise on another platform, the average return on investment is 1.69 euros for every 0.85 euros invested.
Users who click on ads are 50% more likely to buy a product.
As PPC ads target buying intention keywords, it is not surprising that many users purchase a product or service. It is, however, a fact that demonstrates why PPC is a crucial element in a comprehensive marketing strategy.
Even if your company has a well-established presence in search results - assuming you rank on the first page for many high value keywords - PPC can further optimize your conversions. This is why PPC and SEO often work together to achieve digital marketing goals.