What is PPC and How Is It Beneficial For Your Business?

Keywords: what is PPC, PPC advertising, click advertising, what is PPC in marketing, PPC marketing

Looking for a digital marketing solution that will generate excellent results, but without killing your budget? Pay-Per-Click is the way to go. Its benefits include the ability to gain more visibility, drive traffic, boost conversions, and increase your ROI. In this blog, we will cover PPC and why you should have a definitive PPC strategy for your business.

What is PPC?

Whether to stay updated with the latest news, enjoy shopping, get in touch with loved ones, or find sheer entertainment – it is evident that people are now spending more time on the internet than ever before. A recent study shows that during the 4th quarter of 2021, the average time spent on the internet per person was 413 minutes per day.

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And that’s a lot of time for a marketer to capture the attention of their target customers. Unfortunately, the competition is cut-throat in the digital ecosystem and so are the disruptions. Hence, it can be challenging for a business to cut through the clutter and reach their target audiences at the right time when they are searching for products or services similar to yours.

This is where PPC advertising comes into the picture.

PPC, or Pay-Per-Click, is a digital advertising model that gets your products or services in front of the target audiences right when they are searching for them. As an advertiser, you need to pay a fee every time someone clicks on the ad. To put it simply, it is like buying website visits rather than earning visits through organic search.

Advertising on search engines is one of the most widely used forms of PPC marketing. Here, the advertisers bid for ad placement in the ‘sponsored links’ of search engines when anyone searches a keyword related to their product or service offering. In addition to search engines, social media PPC ads are also gaining significant popularity today.

Unlike display advertising, in PPC ads, you pay only for the traffic the ads generate. Hence, it is an effective option for businesses that want to have complete control of their advertising budget and performance. Some of the popular PPC advertising platforms are Google Ads, Facebook Ads, Bing Ads, Microsoft Advertising, etc.

5 Ways PPC Advertising Can Help Your Business

Now that you understand what PPC is in marketing, let’s see how it can help your business. Here are 5 advantages of using PPC:

#1: Get Your Business Noticed


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When you use Google to search for something, you have likely come across these ads. They appear at the top of Google search results – even above the organic listings. Hence, it is the first thing your target customers will see when they search Google for products or services similar to yours. So, you can imagine the visibility boost PPC marketing gives to your business.

And as your pay-per-click ads show up in the search results more frequently, it will help gain more brand recognition.

#2. Reach the Right Audience at the Right Time

One of the biggest reasons why marketers choose PPC advertising is – it is highly targeted. When setting up a PPC campaign, you can decide when and where the ads will appear. You can determine this on the basis of various factors such as location, demographics of the target audience, keywords, time & date, device, website, etc.

By leveraging keyword research, you can understand which keywords your target audiences are using when searching for information related to your products, services, or industry. So, you can bid on those keywords and have your ad placed right in front of your potential customers.

You can also create user personas based on different characteristics such as demographics, past activities online, buying interests, etc. Another way is to create an ad schedule where you can make specific selections for days and times when your ad will be shown. You can schedule the ads at a time when your target customers are more likely to search for your products and services.


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Remarketing is another tactic that enables you to serve your PPC ads only to the audience set who visited your website in the recent past but did not make a purchase.

Hence, you are better able to segment the target market & reach the right audience at the right time with Pay Per Click advertising.

#3: Get Immediate Results

If you are looking for instant results, PPC is the best option. This form of digital advertising is highly targeted and can be used to reach the right set of audiences at the right time. Hence, it is likely to deliver immediate results by reaching people who are actually searching for your products or services.

Over 46% of consumers search online with local intent. PPC can help your brand reach them at the right time and induce them to convert by displaying your ad at the top of the search results. While SEO and content marketing can deliver benefits in the long term, PPC advertising might be the way to go for short-term and instant results.

#4: PPC Delivers Measurable Results That Can Lead to Higher ROI

If you can measure it, you can improve and monetize it. And this is one of the key benefits of using PPC – the results are measurable.

If you understand what is PPC, you’d know it is primarily about clicks, impressions, return on ad spend (ROAS), click-through rate (CTR), the average cost per visit, rate of conversion, etc. All these metrics can be easily tracked and measured to monitor PPC campaign performance.

With PPC ad analysis results handy, you can identify which areas are performing well and where you need improvement. Likewise, you can improve the ads, do A/B testing, and integrate proven strategies to generate a positive ROI. And as Google estimates, businesses can earn an average of $2 in revenue for every $1 spent on Google Ads.

#5: PPC Marketing Complements Your SEO Strategy

To derive the best results from your digital marketing efforts, it is crucial to have a strategy that is based on two strong pillars – PPC and SEO. Where search engine optimization lags, PPC advertising can turn the plates in your favor. While SEO delivers long-term results, PPC brings immediate results along with warm leads that have maximum conversion potential.

On the other hand, SEO can complement PPC in terms of better audience targeting, greater scalability, and affordability.


PPC advertising is one of the most powerful digital marketing techniques that can drive fast results – greater visibility in search results, more traffic, and higher ROI. It reaches the right audience at the right time, generating better conversions.

Understanding the importance of pay-per-click advertising for your business, it is crucial to hire an expert PPC company that can build a fail-proof and result-driven PPC strategy.             

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