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Pay-per-click or PPC is a digital advertising tool, which one pays for only when a user clicks on it. The price or cost-per-click (CPC) is set by the search engine through bidding—like with Google—where the more in demand a key word, the higher the ad price.

A PPC ad is displayed above organic search results and its rank is determined by a site or search engine on the basis of keywords or target audience. The intention is that the revenue generated from conversions more than makes up for the CPC. However, this strategy works only as long as the cost falls within one’s budget. Be that as it may, small businesses frequently tend to earn a decent return on investment by using PPC Internet Marketing services as long as they do not exceed their maximum budget. Things are never that simple, though, and you will see why it may not be the solution for you.


Social Media: A form of PPC used to aid a particular advertising campaign; not to outright sell a product but to spread good word about it. It is also not prompted by a potential customer’s search.

Display Ad: This, too, is more a way of spreading brand awareness, mostly because of its low click through rate. It is commonly found on websites in the form of a Banner Ad.

Retargeting Ad: Relevant ads shown to a user when s/he accepts cookies on a website. The next ads they see are related to the products that correspond to the content of that website.

Search Engines: Ads shown here have the highest click through rate. Google Ads lead the pack in this field, closely followed by Bing Ads.


In order for a brand strategy to work in favor of your business, it is important to know which marketing tool would best complement it, and PPC is no exception. Other than the fact that it offers free brand awareness just by being in the line of sight of users, here is how and why having a pay-per-click advertising company on your side may be a good thing.

Swift Feedback

Instead of the time and patience that SEO requires to build organic traffic and conversions, a PPC service provider can do the same literally at the click of a button.

Individualized Targeting

It means closing in on where and when a business is likely to find its target audience by narrowing down the kind of searches it wants to match. This can also be used to optimize a flash sale or seasonal special; typically marketed to a low-rate consumer.

Reach Local or Global Audiences

Let’s suppose there is a locally-owned, small business that only has one location, and a major part of their customer-base consists of locals. What about tourists or people new to town? How is a little, corner coffee shop supposed to beat the increasing number of global franchises like Starbucks? By appearing in local search results. People constantly search for services in their area, and many do so on their mobile devices. Geo locations have made it easier for companies to target such searches.

Easy to Measure

Search engines use Key Performance Indicators (KPIs), to give full insight into the performance of a campaign. Based on clicks, views and visits, along with relevant costs, these indicate weak to strong areas of a business. They also show how well keywords are gaining traffic and can analyze behaviors in the market.

Everything is Affordable

It is wise for businesses to get their PPC company to set daily limits on their campaigns. Limits not only allow long-term advertisements to run for their intended time, they also help them remain within the boundaries of a set budget.


Not all businesses are the same, which is why one may want to steer clear of any and all paid marketing services if they want to avoid running into the following virtual roadblocks.

Falling Prey to Click Fraud

There is a huge difference between having to pay for unintended clicks—resulting from poorly targeted advertising—and downright fraud, which can be carried out using bots and other equally shady means, leading one to pay for clicks without any hope of an ROI.

Ad Optimization

Split testing, a method whereby one can run a thorough analysis of where and when ads perform well, is necessary for a successful campaign. Since it requires a significant sample size to get right, you might be better off having a PPC advertising company on board.


While at first glance, PPC may look like the easy way to incur profits, actually undertaking it into your marketing practices may reveal otherwise. At the end of the day, pay-per-click—just as any other form of marketing—requires experience; the more you know about it, the more money and time you will be able to save. A successful campaign is one where more clicks lead to conversions and the keywords remain within your budget. Even though this appears to be a tall order, it is a must-have, and therefore, requires the services of a PPC management from the best digital marketing company.

Digital marketing companies provide businesses of all sizes with an opportunity to market their brand at a very reasonable cost. From startups to medium-sized companies, a digital marketing agency helps your brand to expand your niche market reach to services to your target customers internationally through PPC and other digital services.