The Significance Of PPC AdvertisingThe Significance Of PPC Advertising

Pay Per Click (PPC) advertising, also called paid search marketing, means advertising in which clients pay each time somebody clicks on an advert which takes internet users to their site. This generates traffic towards your website, and means that you only pay for the ad when someone is interested enough in your business to click on it.

Google is responsible for about 75% of the PPC advertising on the internet through its Ad Words service. Established in 2000, Ad Words brought Google a staggering $28 billion worth of advertising revenue in 2010. Ad Words consists of two separate services: the 'display network' the 'search network'.

The display network puts ads on hosts' websites, by means of text, videos, banners etc. This aspect of Ad Words is useful for businesses that really want to target specific market sectors or demographics. It also increases brand awareness and brings in new customers who might not normally search for whatever product or service your business provides.

The search network side of Ad Words lets you advertise directly through Google. Your ad will appear on search results pages as a 'sponsored link' when somebody searches for something relevant to your business. This means that only people who are searching for something related to your product will see your ad, and so are more likely to want to buy your product or are more likely to be interested in your company's website. These means that the demand of consumers is already present before they even see your ad, and the success rate of ads such as this is relatively high.

Pay per click is a very important aspect of marketing on the web. Indeed, it is a very important thing for the internet, as it is the reason why many websites exist. Being at the peak of a web search results page is of huge benefit to any business, as this is quickly becoming the main way that people gain access to services online.

PPC ads bring an immediate revenue stream to a business and they also allow advertisers to discover which search keywords are ultimately bringing the most visitors to their site. Knowing which keywords are most associated with your product is an essential piece of search engine optimization, another, more long term way of climbing up search results pages. For this reason, it might be worth investing in some PPC advertising before having your site put through the search engine optimization process.

Pay per click advertising is best coupled with a product that can be purchased or enquired about online. For online shopping or internet services websites, this is simple enough, but for other services it may be trickier. For services which don't involve the internet, you'll want visitors to your website to complete some sort of an enquiry form online to bring them into contact with you.

PPC advertising will, if taken full advantage of, generate great profits for a business and should be a part of every online marketing campaign. The outcomes would be right reflected in terms of your web business popularity.
by Mike Gates
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