Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an advertisement link is “clicked” on. Alternatively, PPC is known as the cost-per-click (CPC) model. The pay-per-click model is offered primarily by search engines (e.g., Google) and social networks (e.g., Facebook).
Digital marketing may be complicated and even perplexing. For starters, it consists of several components such as websites, social media, email, SMS, advertising, and more. For another, each of these components has its own set of advantages for you as a marketer, and it might be difficult to decide which areas to prioritize because it is nearly impossible to prioritize them all.
Many of these channels, fortunately, may be connected to boost the effect and ROI of your digital marketing activities. Pay-per-click, or PPC, is one of those marketing tactics that may be used alone as a kind of online advertising, but it can also be effective in doing research for or enhancing the impact of other channels such as SEO.
Before we get into how PPC may aid with other digital marketing activities, let's first define pay-per-click advertising. PPC is a sophisticated marketing technique with many more features than we can discuss here, but we will provide a basic explanation of how it works. You pay for each click using PPC. You create an ad using a search engine, such as Google, based on certain keywords. The cost of that advertisement is determined by your budget. Paying more might earn your ad a better placement than paying less.
When a searcher clicks on your ad on the search results page after using your selected keywords, you get charged for that click. Hence, "pay-per-click" was coined. Admittedly, this oversimplified explanation of PPC.
Now that you know the basics of PPC, let's look at some ways you can utilize it to enhance your entire digital marketing strategy. Most importantly, PPC allows you to quickly learn what does and doesn't work so that you may apply that knowledge to other marketing channels. You can, for instance:
PPC may be used to A/B test and improve landing pages. To test headlines, layouts, content, calls to action, photography, and other elements, you may direct visitors to two alternative landing pages. You make it your landing page after you've found a winner.
Test out several keywords before you optimize a page for SEO so you can determine which ones get the best results and concentrate your SEO content on them.
Test your calls to action, offers, and headlines. Then, you can use the lessons you've learned in all of your other digital marketing efforts, such as social media marketing, email marketing, display advertisements, and even adjusting a blog post's or a tweet's title.
Audience testing, geotargeting, and localization Is it true that an audience in one region of the world responds better to one type of headline than another? You may find out about using PPC and then use that knowledge to your other marketing efforts.
Take advantage of opportunities when they arise. Assume something happens in the news or in the entertainment sphere, and your brand can capitalize on it. With PPC, you can have relevant content up and running quickly to capitalize on an event or trend. Then, conduct all of the above-mentioned sorts of testing to see if you can learn anything that you can apply elsewhere.
Aside from being a strong tool, PPC is also adaptable in ways that other channels are not. You may quickly enable or disable PPC, as well as increase or reduce your bid amount. It's similar to a faucet, and you regulate the flow of water by gripping the handle. In comparison to other marketing tactics, this distinguishes PPC.
Now that you have a better understanding of how PPC may be used to supplement your other marketing efforts, let's go through how to utilize PPC, particularly in the following categories:
SEO and PPC
PPC and social media marketing
PPC and display advertising
PPC and email marketing
It’s easy to get started
All marketers agree that starting with PPC is generally really straightforward.
Unlike content-focused marketing methods, slow-working SEO, and time-consuming traditional advertising, PPC is simple to set up and launch. Marketers may set up a free account with Google Advertisements or Microsoft Advertising and begin developing ads almost immediately. Once advertisements are developed and authorized, they may instantly display in search to begin driving results.
Unlike other marketing channels such as email and social media, there are no prerequisites for organically growing an audience or obtaining target audience contact information. These platforms walk marketers through the ad process, and once companies are ready to go live, they have rapid access to millions of worldwide users.
iShore Software Solution has a team of professional marketers that can help businesses understand why PPC is important for modern digital marketing and sustainable business growth. Our paid marketing methods help brands expand online by taking advantage of a wide range of search engine management strategies.
Contact us to learn more about why PPC is important and to get PPC advertising services for your business.