Published on February 13th, 2013 | by Justin Revell
Beginners Guide to PPC: The Who, What and Why?
As advertising has evolved over the past few centuries, it has focused largely on being more specific and cost-effective to the businesses engaging in it. First, advertisements were narrowed down to certain publications where they were most likely to be relevant. Then they were placed in neighbourhoods and transit vehicles where the target demographic was most likely to see them. Finally, advertisements were placed onto websites where they were most likely to be viewed by the targeted audience.
Today, advertising is taking another big leap forward as it continues to focus on increasingly smaller, and increasingly relevant, parts of the online demographic. Online ads today are generally classified as “pay per click” when they are at their most cost-effective and relevant, and it’s a term that business professionals should get familiar with in the near-term.
PPC Advertising: Who Sees the Ads and Who Cares?
The era of simply buying prime placement for a sweeping banner ad on a third-party website is definitely over. Today’s businesses are facing extremely tough conditions in terms of budgetary expenditures and they need to make sure that every ad impression counts. Pay-per-click advertising, as its name might imply, requires business owners to pay for an ad impression only when it is actually clicked by an interested Internet user. Because it represents a significant savings over larger ad buys that may prove less effective, marketing managers, business financial officers, and other executives, should certainly care about the dramatic savings to be had when using adwords management services over competing forms of online advertising.
The advertisements themselves are seen by people who are most likely to click them in the first place, improving their effectiveness. Like with content marketing articles, businesses choose relevant keywords that will cause their ad to display on third-party blogs and on search engines like Google. If a company deals exclusively in computer parts, they might pay to have their ad displayed when terms like “computer parts” or “replacement parts” or “build your own computer” are entered into search engines or found in content on other sites.
What is Pay-Per-Click Advertising? Is it Different from Traditional Ads?
The great thing about using PPC management to more tightly control advertising budgets and impressions is that there is really no sacrifice to be made in terms of the ad’s appearance or content, at least on the surface. Because these ads are sent to people who are specifically in search of a company’s products, the ads can be a bit more specific when referencing terminology, processes, and other information
The greater specificity of PPC ads, and their ability to be displayed to the most interested consumers online, makes them a better way to improve a company’s conversions and revenue over time. The ads convey a better sense of understanding about the consumer, and that builds a better relationship from the first moment that the ad is seen.
Why Choose Pay-Per-Click Advertising Over Other Methods?
The Internet’s advertising rates are certainly not cheap, and they’re not likely to go down anytime in the future. Most businesses place a high priority on getting their money’s worth when it comes to buying ad space, and there is no better way to do that in the current online ecosystem than using a PPC management program.
PPC advertisements allow businesses to tightly control their costs. They’ll pay only for the keywords that they wish to advertise to; payment will only be deducted from the business’ account when the ad is clicked, rather than when it is simply displayed. And, of course, a click often leads to a conversion or sale that can boost the company’s bottom line and more than pay for the ad placement in the first case.
A Strong Way to Reach New, Interested Customers Online
PPC management is the best way to reach new customers who are already interested in what a company has to offer. For the sake of profits, conversions, and strong consumer relationships, there are simply no other programs as effective as pay-per-click advertising.