What's so good about PPC advertising?

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What's so good about PPC advertising?

Pay-per-click advertising is an essential part of any business's online marketing mix.

I am slightly biased regarding the benefits of using PPC Advertising, so have decided to show you exactly why. Here are some of the features of PPC advertising that illustrate why PPC advertising is an essential part of any online marketing mix:

1. You only pay when someone clicks on your ad

Unlike other forms of advertising where you pay to display an advert (display ads, directories, etc.) with PPC you only pay when a user clicks on your advert - hence the name pay-per-click. This means that you must make sure that your keywords, ad text and targeting is spot on so you avoid paying for any unwanted clicks.

2. There is no minimum spend

As an advertiser you decide how much you are willing to pay for each click by setting a maximum cost-per-click (CPC). It is even possible that you may pay less than your maximum CPC, but it will never be more.

You also set a daily budget, allowing you to manage your spend to a level that provides the required traffic and return on investment (ROI) for your business.

3. Flexibility

PPC advertising is extremely flexible. You can switch it on and off, and change your CPCs or daily budgets. It is even possible to revise your targeting options, ad text and keywords at any time, and as often as required.

4. PPC is targeted

There are a number of features within your account that enable you to focus your ads on your target audience. You can form this around data you already possess such as location, demographic, time-of-day, day-of-week and interest targeting.

5. You can control your message

The text format allows you tailor your message in order to qualify the users who click on your ad. This can make your business stand out from your competitors, add a clear call to action (e.g. buy today), promote seasonal specials (e.g. summer specials) and make users aware of any promotions (e.g. 50% off).

6. It meets various business goals

Ads appearing on the search engines have been triggered by users who are actively looking for your products or services. Ads that are served up across the display network can generate a large number of impressions alongside relevant content - this is perfect for a brand building campaign.

7. PPC is measurable

Unlike other forms of advertising, the performance of your PPC advertising is measurable. This allows you to calculate your return on investment, and makes it possible to optimise to meet your advertising goals.