What Is PPC? An Introduction To PPC Advertising

PPC, or pay-per-click, advertising is a model where advertisers pay every time an internet user clicks a designated link. PPC advertising is an efficient way of using search engines to generate clicks onto your website. Because these clicks are paid for, the traffic that it generates to your site isn’t considered to be organic traffic that would come through users finding your website in other ways.

While not organic traffic, traffic generated through PPC advertisements can lead to them being returning customers as well as the possibility of a significant return on investment through sales.

How Does PPC Advertising Work?

Every time a user clicks on the advertisement that you have paid for and is sent in the direction of your website the search engine takes a small fee. PPC advertising works in such a way that, when the adverts are well designed, any traffic that is directed to the website is of higher value than the cost of the click itself. PPC advertising is particularly useful if it leads to sales on your site.

How Will It Benefit My Business?

PPC advertising is beneficial to both advertisers and people making the searches. People are not afraid of being advertised to, with research showing that often, paid search ads are more frequently clicked than other types of advertising. As searchers use search engines to look for specific products, the paid adverts are usually relevant to the product or service that they are looking for, increasing the chances of a sale following the click.

At the same time, advertisers are able to put their product or service across to an audience in a unique and specific way. Analytics are readily available to advertisers, meaning that the number of clicks to conversions can be tracked and advertisements modified according to their success. Such an advertisement is usually win-win, leaving both client and advertiser content in their decision.