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What is PPC Marketing, and What Are Its Benefits?

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Would you like to know what PPC marketing is? Or you want to know how pay per click works?

If your answer is yes, then you need to pay attention to this article.

If you’re a company looking to grow rapidly and generate more leads, then chances are you’ve thought about expanding your digital marketing efforts. 

While creating organic traffic through means such as SEO and content marketing can be very effective, there also are other ways of improving your brand’s online presence. 

Another area that you should consider to grow your online presence is PPC, which differs from SEO and other forms of organic digital marketing, but can still be effective.

So what exactly is PPC marketing, and what are its pros and cons? Let’s explore the world of PPC marketing and see how it can help you grow your brand. 

Definition of PPC

PPC is a form of paid media and is an acronym that stands for pay per click. As the name suggests, you only pay for the ad when the user clicks on it. 

How PPC marketing works is that you choose specific keywords and searches you want to rank for, and your PPC ads will run when users make that specific search. 

Obviously, if you want an effective PPC campaign, you’re going to need to research what your target market is searching for and attempt to reach them during those particular searches. You have to bid to display your ads on these searches, meaning you’ll have a competition to deal with. 

As a result, you need to find the perfect balance between bidding for a search with a high volume of traffic and avoiding high competition that will drive the bidding up. 

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Interesting Benefits of Using PPC Marketing in Your Small Business

PPC ads have many benefits, which is why they’re such a popular form of digital marketing.

One of the main benefits of PPC ads is the instantaneous results that you can experience with them.

Other areas like SEO and content marketing may take several months before results finally come to fruition, but a well-run PPC campaign could get your ads in front of your target audience within a few days.

In addition, you only pay for PPC ads when users click on them, a feature that has many benefits. 

First, a user may be exposed to your brand and advertisement but never click on it, allowing you to brand recognition for no cost at all. 

In addition, since search engines only get their money when users click on your ad, they are highly incentivized to show your ad to the most relevant groups of people. As a result, PPC campaigns are known for generating a lot of leads and creating lots of brand awareness. 

Cons of PPC Advertising

Although PPC campaigns have many benefits, that does not mean that they are without their drawbacks. 

Obviously, one of the biggest drawbacks to paid media is that you have to spend money to keep the campaign continuously running. Unlike SEO, which promotes organic traffic, paid media needs a constant budget and will be costing you money to continually run your campaign. In addition, the benefits of PPC are not permanent if you can’t sustain its budget. 

Optimizing for SEO and creating content can organically boost your search results and won’t go away once those campaigns end. However, as soon as you stop funneling money into PPC campaigns, their effectiveness immediately runs out, and there are no long-lasting positive effects.

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As a result, many small businesses shy away from using PPC campaigns out of fear of being unable to afford them. Running PPC campaigns can be costly, and they will immediately disappear if money isn’t constantly funneled into them, but if pulled off correctly, PPC campaigns can still be a great way to grow your online presence. If you have the marketing budget to afford it, you should definitely look into running PPC campaigns.

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Emenike Emmanuel
I am a multiple Award-winning blogger, CEO of Entrepreneur Business Blog, Chief Evangelist of Ebusinessroom Ventures, Lead Coach of The Excellent Entrepreneurs' Network (TEEN) and Convenor of #NaijaSitUp. My business is to help you start, manage and grow a profitable and sustainable business using digital marketing strategies. I have been featured and mentioned on platforms like, BloggingTips, StarterStory, StatusBrew, Realty Times, Emerald TV, SmartBCamp, Blogging from Paradise, Write Worldwide, Enterprise Boom, Atang Magazine, etc. In 2019, my blog won the Best Digital Media Award from AB Afrikpreneur. When you want to hire a professional to handle your online marketing, I'm your go-to-expert you can speak to. In 2019, I won the Blogger of the Year from the Global Excellence in Marketing Awards, USA and my brainchild, EBB won the Best Digital Media Award at the AB Afrikpreneur Awards. You can connect with me on Facebook, Twitter, Instagram, Pinterest and LinkedIn with this handle, @EmenikeNg

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