With the sheer size of the internet, it’s increasingly difficult to reach your target audience. Even when you use every resource in your digital marketing tool box, it can feel as if the money and effort you are pouring into having a digital presence always falls short. One option for more efficient and effective digital marketing is pay-per-click advertising.

What is Pay-Per-Click-Advertising?

Pay-per-click (PPC) advertising is a digital marketing strategy in which advertisers pay (as the name suggests) per every click of their ad. Advertisements are seen when people search for relative topics—whether or not the advertisement is seen is based on the relevancy of the ad to the search terms you set in the campaign.

Ad Auction

The ad auction is an automated bidding system used by search engines in order to determine—with the help of relevant key terms and an intricate algorithm—which ads are seen and in which order.

Know Your Audience

With PPC advertising, it’s essential to truly know your target audience. This will allow you to choose key terms that will make your advertisement visible to the people who will engage with your business in meaningful and, ultimately, profitable ways, resulting in less money lost over mindless clicks.

Benefits of PPC for Businesses

The main draw of PPC advertising is control, particularly in regards to the general pricing model. Because you’re only charged when someone clicks on your ad, budgeting is more flexible than more traditional advertising models. Many PPC platforms allow you to easily track ad engagement, allowing you to adjust your strategy as needed. You can choose the radius of your advertising, meaning if you’re a small business serving a small area, you don’t have to worry about paying for stray clicks that won’t benefit your business.

With PPC advertising, it’s easy to be seen across the web. With Google AdWords in particular, advertisements have the opportunity to be visible as banner ads on websites, within apps, and as video ads on YouTube, as well as within search results. The opportunities for digital marketing and PPC are growing each day!

Think pay-per-click advertising seems like the right strategy to add to your digital marketing toolbox? Give Allen Media a call at 413-534-6100 or email David Allen at dallen@allenmedia.net to learn more about how to step up your digital marketing game!