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Importance of PPC in Digital Marketing

by Danny White

In the advertising industry, digital marketing has made a big name for itself. If you work in this sector or the connected working area, you’ve probably heard of words like PPC, ads marketing, etc.

PPC(Pay-per-click) is a very sought-after concept used in the digital marketing sector. It plays a crucial role in digital marketing.

The basic definition is that advertisers pay a fee each time one of their advertisements is clicked in this internet marketing model. Essentially, it’s a way of purchasing website traffic rather than trying to “earn” it organically.

Search engines (such as Google) and social media networks are the most popular providers of the pay-per-click model (e.g., Facebook).

Let’s dig down a little bit as to how PPC plays a critical role in digital marketing.

PPC has a direct or indirect association in digital marketing techniques as follows. Let’s under the PPC phenomena via search engine marketing.

SEM (Search Engine Marketing)

Whenever we have a query or any question, what is the first thing we do? Yes, you are spot on, we go to Google. Some may prefer Bing, Yahoo, but most of us go to Google.

For example, you put “online shopping for men”, here Google shows you two types of results.

  • One with a prefix of Ads-red rectangular box
  • Other ones are normal results list- yellow rectangular box.

Many of the results with Ads as a prefix have been paid for by advertisers who have paid Google to screen these ads.

The organic search results, on the other hand, are shown by Google based on their algorithm and guidelines, as well as the website’s ranking.

online shopping for men” is a keyword here, which is searched by a user. Hence, when you get the listing of any keyword search result, that’s called SEO (Search Engine Optimization), which are organic results.

The next example is when a business pays for a Google ad. This is classified as SEM.

Let’s look at how PPC fits into this scenario.

Advertisers bid an amount in this case, and when a user clicks on an advertisement, they agree to pay Google some fee on that click.

As soon as the user clicks on the advertisement, he or she is redirected to the website’s link, and the bidding amount gets deducted from the advertiser’s account to Google’s account.

Hence, it is called Pay-per-click. The higher the amount for any keyword, the higher it appears on the first page.

How This is Great for Advertiser

This is advantageous for the advertiser because he or she is not charged on a monthly, quarterly, or annual basis, but rather based on revenue generated to the advertiser (per click).

How PPC is Super Successful in Digital Marketing

PPC has proven to be effective for businesses that need immediate visibility, brand awareness, and exposure.

A brand with a new and creative product or service that has just entered the market, for example, would concentrate on increasing exposure through impressions and clicks, as opposed to a brand with a well-established offering that simply wants to generate more leads (conversions).

Final Thought

PPC is an excellent way to meet the bulk of your target audience while still increasing your sales.

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