A Brief Guide To Pay-Per-Click Marketing

By Guest Author | digital marketing | December 6, 2021

So you’ve heard the term pay-per-click (PPC) being used in the marketing world, but what does it mean? 


Find out everything you need to know below, from the importance of implementing PPC advertising to its pros and cons. 

What is PPC?

PPC is a form of paid digital marketing whereby advertisers pay the publisher a fee every time their ad is clicked. The publisher is usually a website owner, social media site or search engine.

The term PPC can apply to paid advertisements on social media platforms like Instagram, Facebook, Twitter or LinkedIn. You can also advertise on popular search engines through the likes of Google Ads or Bing Ads.

What is the goal of PPC?

There are lots of reasons why PPC is an essential tool used by businesses around the world. Although you pay a fee every time your advertisement gains traction, the results are usually worth it. 

Below, find the main objectives behind PPC.

— To increase sales
— To generate leads
— To boost brand awareness

How can PPC benefit your business?

PPC is a business model to target a specific audience, stand out from competitors and generate new sales. Below, find out how PPC can benefit your brand.

Target your audience

PPC is a great way to reach your target market with ease. For instance, Facebook ads target potential clients based on their age, gender, interests, and behaviours. 

It’s a quickfire way to reach your target audience. 

It doesn’t matter if you’re behind your competitors regarding SEO strategy, as PPC doesn’t take as long to gain momentum.     

Once your advertisement is ready, you can schedule it in, and you’re good to go. It’s a much faster way to increase click-throughs to your website.

You can target new customers.

Compared to organic social posts, PPC allows you to target new people unfamiliar with your brand. In turn, this will enable you to generate new sales and boost your profile in the process.   

Stand out from the crowd.

Sometimes good SEO isn’t enough. PPC advertising will enable your business to gain a competitive edge in the market. You’ll be able to target potential clients who won’t know much about your business. 

Gain exposure

PPC enables you to boost your business’ profile with speed. Whether you choose Instagram, Facebook or Twitter, your ad will usually be approved on the very same day, meaning you can start advertising your services as soon as possible.

Gain valuable insights  

Click and conversion data is valuable information that can be used to inform future decisions whether you’re looking to update your SEO strategy or change the direction of your marketing tactics.

You’re in control

One of the most significant benefits of PPC marketing is that you’re in control. You can decide which platforms you want to advertise, how long for, and even set your budget. 

The pros and cons of PPC

As demonstrated above, PPC is an excellent investment for businesses both big and small. But it’s essential to weigh up the pros and cons before diving in. Below, discover what to expect from PPC marketing.

The pros of PPC

It’s cost-effective

In comparison to other marketing methods, PPC is relatively affordable. You are in charge of the budget so you can choose how much to spend on which campaigns.

It’s easy to learn

From free courses and YouTube tutorials to the assistance of a digital marketing agency, there are lots of tools and resources out there for you to utilise before creating your first PPC campaign.  

It’s fast

Unlike SEO, you will start to see the benefits of your PPC strategy almost immediately. This enables you to see what does or doesn’t work.

The cons of PPC

It’s an investment of time and money.

Although it may seem affordable to run the odd campaign, the chances are you will need to commit to PPC in the long run. This means investing time and money into the process.

There’s skill involved.

If you want to run effective campaigns, you may need to outsource help. A digital marketing agency is a great place to start if you’re seeking advice, as PPC is often one of many digital marketing services on offer.  

Clicks don’t always equal sales.

Remember that while click-throughs are exciting, they don’t necessarily equal sales. You will need to ensure that your website, content and services sell themselves.  

As showcased above, PPC marketing is a brilliant way to target your audience in a short period – all while sticking to your budget. If you need assistance, a digital marketing agency will be able to help in the planning and rollout of your proposed PPC campaign.