The digital marketing scene comprises so many different subcategories and strategies it’s almost impossible to keep track. 

Nevertheless, it’s still one area most small business owners prefer to DIY to save costs. If that’s you, you’ve most likely heard of PPC.

What exactly is PPC?

PPC stands for pay-per-click, an advertising model where advertisers pay each time a user clicks on their ad.

As an advertiser, you don’t pay for the amount of time your ad is up, nor for a better spot. You’re only charged when someone clicks on your ad and is directed to your website. 

Examples of PPC ads

There are a few different types of PPC ads. The best example is one you probably come across every day –  paid search ads. 

These are the ads you see when you type in a search on a search engine like Google. You’re presented with a list of results on the Search Engine Results Page (SERP) where you’ll see websites who’ve advertised via paid search at the top. 

Other examples of PPC ads:

  • PPC retargeting
  • Display banner ads

Powerful ways PPC can benefit you

  • Quick results: PPC is based on keywords and therefore shares many of the modern SEO (Search Engine Optimization) practices. Unlike SEO which is a long-term game, PPC as an advertising method is an effective way to bring in sales almost instantly.
  • Audience targeting: Some advertising methods can feel like taking a shot in the dark. With PPC, ads show only to relevant users that search for relevant keywords in the first place.
  • Highly measurable: PPC accounts are very data rich, and allow you to know everything from which device each click came from to your cost per conversion. 

Sure, PPC can bring immediate benefits. But business is hardly ever about immediate benefits.  Having high-quality content on your website as part of a long-term marketing strategy pays off more in the long run.

Want to explore content marketing for your business? Get in touch with us for help with content marketing at [email protected]