June 14, 2017
PPC is short for the term pay-per-click, and this is an ad type where you only pay for the ad when someone clicks on it and not on the number of times it appears on search engine results pages (SERPs). In a nutshell, these are ads that will only cost you money when they do their job, and that is to lead people to your site. How these are worded and what pages these ads land on when clicked is often the work of someone who knows the essentials of search marketing.
A lot of websites actually depend on these ads for revenues, and with good reason. These do bring in more traffic to the site, and not just curious visitors that want to see what your site carries, but targeted ones that clicked on ads that showed what they were looking for. These ads, after all, only show when specific keywords are used, therefore whoever clicks the ads that appear on these search engine results pages are more than likely to buy since the ads show them what they are looking for.
This is the main reason why these ads are effective – it is because these show searchers what they need and they want to see if the site really does have the item or service they are looking for, based on the search term they used in the first place. These targeted ads help websites get traffic that are more likely to make a purchase and the small amount that they shell out in order to get such revenues is often well worth it.
Another reason why these ads are used by companies is because it makes their websites more visible. Imagine having a properly optimized site appearing on the top of SERPs and alongside it or on top of it are ads that feature the same website with the same specific products or services that people are searching for. This helps establish consistency and reliability since the site appears more times on a page than others that offer the same thing.
This usually makes people click either on the ad or the organic result itself, which in turn can mean profits for the company. It can also increase brand exposure and familiarity since your brand or company website is appearing more prominently and frequently as compared with those of your competitors. Of course, before you can reap the benefits of this particular move, you need to be able to rank well for both organic and paid searches.
In order to do this, both your website and your ads need to be made in such a way that these rank better than those of your competition. This will need optimization and the right elements to happen. Some of the things you will need to do would be to use the right keywords, have the right URLs, have a website that is highly relevant for your niche, and your site also need to have fresh and engaging content that your visitors will want to check out, even when they are not yet ready to buy.
While a site can make money using only clicks that come from organic search results, having these ads working actually increases the chances of earning since the traffic that comes from these ads are specific and targeted. These are also not considered that big an added expense since you only pay for these when people click on them, and not when these appear. This is why companies use this medium to get more revenues since it is generally a safe bet and one that is more beneficial to the company.