Pay Per Click (PPC)
Pay Per Click (PPC) is a popular form of online advertising and can play a key role in your digital marketing strategy. It differs from SEO in that you pay a fee each time someone clicks on your advert and is directed to your website, rather than driving traffic to your website using organically.
One of the important benefits of a Pay Per Click campaign is that they are relatively quick to setup and can benefit your business within days rather than weeks or months (as is the case with SEO).
When most people think of pay-per-click, they think of Google AdWords. This is because AdWords is by far the most popular per-per-click advertising system and the most beneficial for your business, providing it is setup and managed correctly. AdWords uses a pay-per-click model in which users bid on keywords and then pay a fee each time someone clicks on their advert. The price per click is dependent on how competitive the keyword or keyphrase is, but also on the quality score of your advert and landing page. If you quality score is low, you could end up paying more than your competitors. A high quality score will mean a higher position on the page and a lower cost per click, so it is worth employing an agency with the necessary knowledge and experience to manage your campaign.
Alternative Pay-Per-Click platforms
There are many options for pay-per-click including advertising networks which will display your advert on a number of different sites. Social media is now a popular option for pay-per-click campaigns with Facebook and LinkedIn both offering this in one form or another, and which is right for your business will ultimately depend on your target market. LinkedIn can be very effective for B2B products and services, where-as Facebook is much better for B2C businesses. The great thing about Facebook advertising is the ability to target specific demographics such as age, gender and location, which, if done correctly can reap huge rewards.
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