If you browse the internet, you’ve undoubtedly seen the ads that show up on search results and on the sidebars of individual websites. You’ve probably even clicked on a few of those ads and wondered if that type of advertising really works. The guarded answer is yes, this type of advertising works…if you do it right.
What is pay per click?
Pay per click (PPC) is a marketing model where digital advertisers choose keywords that relate closely to their products or their business, bid on these keywords via advertising platforms like Google Ads and pay that amount each time someone clicks on one of those ads. The advertising platform picks the placement based on internet users demographics and past browsing behavior. You set a monthly or weekly budget and your ads stop running when you’ve reached that budget, whether that’s in one hour, one day or seven days.
The pros and cons of PPC advertising
The good part of PPC advertising is that it targets the ads to web users who are most likely to be interested in your product or service. This contrasts sharply with traditional media advertising where you reach a broad sector of the public, many of whom are not interested at all in what you are selling. In addition, with PPC, you only pay when someone takes an action (clicks on your ad) rather than paying just to place the ad, as you do with traditional media ads. Pay per click ads can also be very useful when you launch a new product or when you want to attract a specific type of new customer, such as a younger customer.
However, the downside of pay per click advertising is that while you pay for people clicking on your ad, these people may quickly exit your site without making a purchase or even learning about your products. They may even have been scrolling and hit your ad by mistake. In addition, PPC ads are low impact ads and not nearly as flashy as a banner ad or a traditional media ad.
The bottom line
Pay per click advertising should be a tool in every digital marketers arsenal. However, to reap the benefits, you need to be savvy about choosing the right keywords, targeting the right demographic groups and crafting an enticing ad. At Azonaco, we understand that digital marketing can take you away from your other tasks, such as managing your business and interacting with your existing customers. Our firm has the digital marketing experience and talent you need to take your business to the next level.
To learn more about how to make pay per click advertising work for you, contact us at Azonaco today. We’ve helped dozens of companies like yours make the most of digital marketing.