A 360° Guide to PPC in Digital Marketing

Albert Howard

A 360° Guide to PPC in Digital Marketing

Paid advertising in pretty much any form raises the stakes, doesn’t it? There’s no improvising here, no DIY – you have to put your money where your mouth is! PPC – pay-per-click – marketing in digital marketing is one such avenue of your business’s online presence. It can seem pretty intimidating from a distance, especially if you don’t fully understand how PPC in digital marketing works. 

Our handy guide will help you understand exactly what pay-per-click marketing is all about – and why you might want to take the plunge at last! Keep reading to learn more about PPC in digital marketing. 

This guide will help you grasp pay-per-click marketing in its entirety. To start we’ll begin with the benefits of paid advertising and then get into some key definitions that you’ll need to know.

What Exactly is PPC, Anyway?

PPC, or pay-per-click marketing, is a form of advertising that lets you have your website highlighted at the top of search engine result pages – usually for a small fee. You can think of PPC ads as a bit like billboards: a business pays money to advertise on a billboard on the side of the road, and it remains prominently visible to people who are driving by. The only difference is when you click on a PPC ad, the advertiser pays a small fee to the search engine. 

Neat, right?

When planned and executed correctly, PPC in digital marketing has the potential to bring excellent leads straight to your website, creating a smooth and seamless user journey from discovery to purchase – or other action you are seeking for them to make. 

Where Can I Advertise the PPC Way?

Everyone wants that cash you’re waiting to spend on your advertising. As a result, there are many online spaces that offer PPC ad services. When choosing where to invest your money, you should consider where you’ll get the best returns on your investment and compare platforms accordingly. 

While the popular platforms are efficient precisely because of their popularity – they are highly used and rich with traffic – they are also difficult to break into on a small budget. Smaller platforms, on the other hand, might offer a lucrative alternative to the popular ones when you’re trying to stretch that dollar the extra mile. 

Other things to consider include the cost and availability of keywords for your PPC campaign, where your target audience hangs out on the internet, and how much money you are willing to spend. 

These platforms include:

  • Google Ads, once known as Google AdWords
  • Bing Ads
  • Facebook Ads
  • AdRoll
  • RevContent

A 360° Guide to PPC in Digital Marketing

How Does PPC Work?

The idea is pretty straightforward: when you set up a PPC ad campaign, the platform you are working with highlights your website at the top of its SERP when the set keywords are searched. When an interested user clicks on the highlighted ad, the advertiser pays a small fee to the search engine for the traffic. 

Pretty simple, right? Think of the billboards again. Where billboards are rented out for a predetermined flat fee, with PPC ads, the advertiser pays each time they get a user. 

The Advantages of PPC Marketing

Here are some advantages of PPC in digital marketing if you’re on the fence about giving it a go.

  • Cost Effective

Perhaps the greatest advantage of PPC in digital marketing is just how adaptable it is. No matter how small or large your budget is, you can decide how much you want to spend on your PPC campaign. Since you’re only paying when someone reaches your website, you’re increasing your chances of conversion by a lot! Sounds like a good investment, doesn’t it?

  • Great Potential for Targeting Your Customers

PPC ads can function like arrows: sharply targeted to precisely the customers that are ready and actively looking to purchase your offers, be they products or services. You can do so by bidding for specific keywords and through demographic targeting and targeting based on past online activity. 

  • Quick Turnaround on Results

Organic ranking is pretty great, but it’s also incredibly time-consuming to get right, and sometimes, even with all the right moves, you might not be able to rank well. If you’re just starting out, especially, it can seem like a daunting task to get some visibility on SERPs. 

With optimized PPC ads, you can highlight yourself quickly and easily – and watch the results roll in almost immediately after your campaign goes live. 

  • Lots of Control Over Ads

There’s a lot of scope for control and tweaking with PPC ads: you can play around with keywords, ad placement, and budget. You can also run test campaigns to find the best way to execute your PPC campaign. 

  • No Worrying About Algorithm Changes

When you invest in PPC ads, you don’t have to worry about SEO algorithm changes and best practices – which include over two hundred factors to consider! – when strategizing your online presence on SERPs. 

  • Work Even with Low Domain Ratings

If you’re new on the block of online business, you’ll normally have to wait a long time to get any kind of authority from Google in your niche. However, with PPC in digital marketing, you can make yourself visible even if you’re the new kid on the block. Domain authority, which can otherwise be prohibitive to your SERP ranking, can be boosted with PPC in digital marketing done right. 

The Upshot

PPC in digital marketing can be a great tool in the right circumstances and with the right execution. However, as with all digital marketing, it is no substitute for a quality product or service or quality content. If you have an excellent product or service and are looking to boost your online presence to greater heights, consider partnering with a digital marketing company like AdLift. With their considerable expertise and dedication to your business, you can rest assured that your forays into PPC in digital marketing will yield great results.