The Significance of Pay-Per-Click

There are 160+ billion monthly Google searches. Everyone wants their website on the front page of Google – and what better way to promote your brand online?

Pay-per-click, also known as PPC, is a type of internet marketing wherein advertisers pay for every click their ad receives. These paid ads feature on search engines, ready to be clicked when their keywords are searched.

This is a handy way to draw users to your site, especially when starting up a business. It may be buying you visitors instead of gaining them organically, but it can be worth it for the revenue it brings back to your business.

Although every click charges the advertiser, the drive of a customer to the website has the potential to profit a lot more than what you were charged for the ad – and that’s what makes pay-per-click advertising so powerful.

There are a number of PPC programs, but Google AdWords is arguably the most recognisable, popular and effective.

The simplest way to describe AdWords is it increases the likelihood of a business being seen – and by taking up the “visual real-estate” of of Google searches, there’s a much higher chance of your ad being seen on the browser.

According to Wordstream, paid clicks outnumber organic clicks almost 2 to 1. For high impact purchases such as smartphones, these paid advertisements could be the difference between a big sale that justifies using pay-per-click and the loss of an important customer.

In comparison to other forms of marketing (TV, magazines) PPC can be a smarter and more cost effective way to market your product, especially for newer brands to the market.

While traditional media advertising is paid at a set rate and could be broadcast on TVs all over the country, there’s still no guarantee the ad will be seen or acknowledged by potential customers.

With PPC, the internet user has already reached out to the search engine to bring back results relating to their keywords, meaning there is a higher chance you ad will be clicked on and bring a new visitor to your website.

Though Google’s advertisement formula doesn’t guarantee clicks, the more keywords that are input on your advertisement, the more visibility and clicks your ad will receive from customers.

Wordstream statistics show that when consumers are ready to purchase, 65% will click on a paid ad. Unbounce backs this up with it’s finding that consumers visiting a site through a paid ad are also 50% more likely to buy than an organic visitor.

This suggests that people who click on sponsored posts have already decided they will buy the product, showing that PPC advertising can be key for creating brands trying to get a leg up on the competition.

By getting an ad on the first page of Google you will increase the likelihood of new visitors finding your website and making a purchase, thus extending your reach and generating potential future engagement.

Regardless of the pay-per-click costs for the business, the proof is in the statistics: Google AdWords is arguably the most valuable and effective paid advertising strategy in the world right now.

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