Other than search engine optimization and social media marketing, pay-per-click is one of the prominent methods in Internet marketing. It’s a paid online advertising model, where advertisers pay only when their ad is clicked. Search engines, blogs, websites, email and social media sites host PPC ads.
Benefits of PPC Ads
Unlike traditional advertising, PPC is cost-effective because advertisers will only shell out money, when a result is generated. Moreover, it’s primarily text-based, which means that even one person can create, and launch the ads in a very short time.
Easy to Implement: Advertisers can easily send out their PPC ads once keywords, ad copy and landing pages are set up.
Cost-effective: An advertiser can decide how much he or she is willing to spend per day. Moreover, they can bid for whatever amount they’re willing to pay for each click. In turn, it’s easy to stay within the budget.
Easy to Monitor: With PPC, it’s easy for advertisers to monitor, which of their campaigns generate leads and which doesn’t. Thus, it’s easy for them to know, if their PPC ads are working or not.
Flexible: Since it’s easy to track PPC results, advertisers easily edit their ads accordingly. Other than making sure that they’re sending out effective ads, it’s also one way for them to publish campaigns that are fresh and new.
Uses of PPC
As mentioned earlier, PPC ads are easy to implement, cost-effective, easy to monitor and flexible. That’s why there are various ways that an advertiser can use this type of online marketing method.
Direct Marketing
Since PPC ads are easy to implement, advertisers can set up their campaign immediately. Additionally, it’s easy to get conversion data, as soon as the campaign goes live. However, you can’t set up a PPC ad, if you don’t have an ad copy. An effective ad copy has the elements of direct marketing –– compelling offer, and strong call to action.
Testing Ad Copies
It’s easy to test ad copies through PPC, because it provides immediate and traceable results. Through this, you’ll know the relevant keywords people frequently used in the search engines. It will give you an idea which ad grabs the attention of your audience, and conveys the most effective message. You will also know which landing page generates the most leads from your ads.
Tweaking Other Marketing Channels
Because it’s easy to monitor PPC’s ad performance, advertisers can simply tweak their other marketing channels. Depending on the leads generated from the campaign, they incorporate the effective keywords, ad copy and landing page with their other platform.
If used properly, PPC ads can increase a brand’s online interaction. Moreover, it can also establish a business’ Internet presence in various web platforms.
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