PPC Marketing – What’s the Use?
In a broad sense of digital marketing; there are two core concepts; namely
organic and paid marketing.
Pay-per-click (PPC), also known as cost per click (CPC); is a digital
marketing framework used to drive web-platform traffic. This form of
marketing occurs when a digital marketing advertiser agrees to a contract
that has pre-determined costs incurred when a link is clicked or enters
into a bidding auction where the costs per click may vary
This form of advertising is usually clearly labelled as being an advert
that is being served.
Reasons for Using PPC
1. Trackable and Measurable
First and foremost, PPC marketing is highly trackable and measurable. With
the nature of PPC being a digital model; it is easy to track and measure
conversion rates easily – from the interaction on the website through to
the client’s sales process and CRM.
Not only is PPC marketing fast to set up; it is also the quickest method to
attain traffic that is on target. This means that traffic to the site will
be more likely to be interested in what is on offer and therefore has a
higher chance to incur conversion of interest into sales.
One major advantage of PPC marketing is that you are in control. If at any
point it becomes unprofitable or cost-inefficient; it is easy to reduce
funds spent on marketing at any point, or pause it altogether. As PPC
marketing is based in the digital sphere and those who specialise in the
digital world understand that it evolves exponentially; it is highly
unlikely that one could be tied-up in a long-term contract for PPC
With there being far less overhead costs with businesses residing in the
digital world; it is much easier to test if strategies or products and
services fit the current market. This testing allows digital marketers to
analyse and decipher means and methods to improve their strategy and
5. Omni-Channel Marketing
Insights gained from both PPC and SEO marketing allow for the
identification of insights that are useful to both the PPC and SEO
specialists. It helps in furthering the understanding the consumer buying
cycle and its’ influences from both a paid and organic marketing
perspective. Input gained from keyword search, and audience insights can
also be fed back to make for more targeted PR efforts.
6. Retargeting and Remarketing
The use of PPC allows for the extrapolation of data that can be used in
further marketing procedures. Retargeting (or remarketing) is the process
by which campaigns are created which specifically target audiences that
have visited the website but did not yet convert, or to reach audiences
that may have converted, to increase cross-selling with further sales
Having various means and methods of linking to a website incurs higher
chances of conversion and as such, a chance of attaining higher authority
and trust (loyalty) by both customer and Search Engines.
The use of PPC marketing provides marketers with an expanse of data. Used
in the correct way, this data can be transferred into rich, usable
information to be analysed and used in future marketing.
It is safe to say that PPC marketing is a cornerstone of any successful
online for-profit organisation. If you have any questions or would like
some professional PPC marketing done for your organisation, contact at firstname.lastname@example.org.
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