Nowadays, several businesses rely on SEO to get more customers and increase their conversions. This is because customers often do their research online before making any purchase or visiting the business’ physical location. However, not all businesses benefit from this as big businesses who invest highly in their marketing are usually at the top of search results pages and small businesses often rank lower. Hence, some businesses try their luck by investing in pay-per-click (PPC) advertisements.


What is PPC?

Pay-per-click ads are a type of paid search and digital marketing where brands or advertisers would pay a fee whenever a user clicks on the ads they publish online. PPC is another way to drive more users to visit your website instead of solely relying on organic posts.


What are the benefits of investing in PPC?


1. Helps increase brand awareness and recognition

One of the best benefits of PPC is giving your brand more exposure and increasing brand recognition. Since your ads are displayed above organic search results, users will be able to see your ads first. Even if some users do not click on your ad, exposing your products/services to more potential customers will allow them to recognise your brand the next time they see your ad.


2. Immediate results

Unlike SEO, setting up your PPC and getting the results of your efforts to happen almost instantly. It is also easy to set up an ad account and start driving more traffic to your website. Your account will also allow you to monitor the performance of your ads.


3. Reach the right audience

PPC advertising allows you to control where and when your ads will appear. You may create different segments to target different demographic groups based on their location, device, gender, etc. You may also control which keywords or search terms will trigger your ads or which search terms to not show for.


4. Less advertising expenses

Unlike other types of advertisement, PPC is more budget-friendly since you only need to pay when users click on your ads. You can get as much exposure as possible without paying for each time your ad appears in search results. It is an ideal solution for small businesses that can allocate the resources for other important aspects of the business.


5. Its results are easy to measure

Just looking at your dashboard or analytics will allow you to measure the results of your ads. Monitoring the performance of your campaign can help in adjusting your current strategy. You can also use the data from your analytics or Google ads account to create a new and more effective marketing strategy to beat your competition.


Should you invest in PPC?

The answer will highly depend on the goals of your business and the resources that you can allocate for your marketing. Whilst it is not always advised for all kinds of businesses, investing in PPC will create several opportunities, especially for small businesses, to reach the right audience as well as get more for the brand. It may not be a priority at the moment, especially if you’re trying to maximise the company’s resources to keep the business alive, but it’s an option that’s worth looking into if you want to increase your reach and get more conversions.

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