Pay-per-click, otherwise known as PPC ads are a type of online ad that appears on Google’s SERPS (search engine results pages). PPC ads utilize a real-time bidding system to determine which ads appear and when. Ultimately, the goal of a PPC ad is for a person who has searched the relevant keywords to see the ad, click it, and hopefully make a meaningful transaction on the website they are directed to.
There is a lot of debate on the effectiveness of PPC vs organic SEO. Both are very useful approaches, and you should not pick one over the other, but rather be using both to boost your KPI’s and increase revenue. While organic SEO is crucial for your long-term strategy, PPC is useful for generating immediate, targeted results.
PPC ads allows you to target:
- Specific keywords
- Negate keywords to reduce irrelevant traffic
- Target devices (such as desktop during the day and mobile in the evening)
- Day and time
- Differentiate audiences through layering
- Context (page) vs audience (behavior)
The truth is, while Google encourages business owners to use Google Ads, PPC can be very complex and improperly setting up your campaigns can quickly leave you with a dried up budget and little to show for it.
We have worked on numerous PPC ad campaigns to generate cost-effective results for our clients.