Pay per click (PPC) is a search engine marketing strategy to drive targeted paid traffic to your website. Each time your company’s ad is clicked, you pay a fee to the service your ad was displayed on. Typically, PPC strategies are implemented through Google Ads, Bing Ads, and Yahoo Gemini. PPC advertising can also be implemented on many of the major social networks including Facebook, Instragram, and LinkedIn.
Why PPC should be part of your marketing strategy.
Unlike SEO, many PPC strategies use platforms like Google Ads which displays a large amount of data about the clicks to your website. This data can be analyzed and strategies can be implemented to improve your overall PPC strategy. PPC also allows you to rank for keywords you may not be ranking for organically, so PPC allows you to drive targeted traffic while you work on ranking organically for terms and phrases. Traffic that is driven to your website through this strategy can be tracked so you can understand how much of your PPC traffic is converting, which gives you a black and white view of your ROI using this strategy.