PPC, or Pay Per Click, advertising is a digital marketing method where businesses display adverts in the search results listings for certain keywords and locations. When a user searches for a keyword or phrase that the business is targeting, their ads will be displayed to them. The advertiser is then charged a fee by the search engine each time a user clicks on the advert and visits their website.
However, it’s not just a matter of paying more to get your ads above your competitors; all ads are displayed in relation to their relevance to the search term and the validity of the website.
PPC management is where the PPC campaigns are designed and managed by a specialist, who knows how to get the best return on investment for your advert spend.
When designed and implemented well, the adverts will appear alongside the search results listing, above the organic search results. Unlike SEO, the results of PPC advertising are instant, so you won’t have to wait to see your business at the top of the results listings.
There are lots of different types of PPC or paid marketing, including remarketing, display advertising, paid search ads and paid social ads. Choosing the right type of PPC for your business, location, industry and goals is key to getting a great return on your investment. It’s also important to consider your competition as the more popular the search terms you target, the more costly the clicks.