What Is Pay-Per-Click?
Also commonly referred to as PPC, pay-per-click is a specific model of Internet marketing that allows advertisers (read: you) to essentially pay a fee every time one of your ads is clicked by a user. If no users click your ads, you don’t actually pay any money. If a lot of users click on your ads, the sheer volume of revenue that you’re generating will more than make up for the cost. However, the benefits of PPC campaigns extend far beyond just your ability to “buy” visits to your site rather than “earn” them organically.
PPC is one of the most popular forms of Internet marketing for a reason – it lets you laser-focus your efforts on specific keywords, trends and other topics that your ideal users are actively searching for. It removes a lot of guesswork from the equation and saves the need to cram your copy with as many relevant keywords as possible just for the sake of SEO.
So if you’re an electronics dealer in Cleveland, you can pay for placement on the types of terms that your users would need to search for to find a business like yours, to find products like yours and more. So if someone performs a local search, suddenly your ad is right at the top of the page – above the organic listings on Google.
As for the fee, consider the following example. Say you had to pay $3 for a click on your ad with your current PPC campaign. You may initially balk at that price, but if the user who just visited your e-commerce site now makes a $250 purchase, you’ve made an incredible amount of profit in a very small amount of time. The fee essentially becomes a non-issue.
Now, let that same scenario play out hundreds or even thousands of times and you can begin to get an idea of why PPC is so essential for so many modern day digital campaigns.