Paid Advertising Marketing

What is PPC?

PPC stands for Pay Per Click, which is a form of online advertising allowing companies to show their advertisements on major search engines and social media networks based on certain key phrases or demographic info. The concept of ‘pay per click’ is to have relevant-only advertisements only show when a user conducts a particular search or fits in a certain set of demographic info that the advertiser has previously selected. Perhaps the most well-known PPC platforms is Google Adwords.

 I’ve heard that PPC is a complete waste of time. Is that true?

If you don’t know what you’re doing, you can certainly blow through your budget without getting any results. However, a professionally created and managed PPC campaign can yield quick and consistent results. Keep in mind that most PPC campaigns will drive traffic to your site. If you don’t have an attractive website, no matter how many clicks you may be getting, you certainly will have a hard time converting those people coming to your site since they will most likely end up leaving. With that being said, we do encourage those customers with new websites or highly-specific marketing campaigns to use PPC in order to reach the right audience at the right time - when performing a search.

 Why is my PPC advertisement not showing up on the first page?

You’re not the only one using PPC ads. All other competitors and websites using the same keywords as you (hundreds of thousands if not millions of users - depending on the keyword) also want to be in first position. So, this creates intense competition making it very hard for a beginner to get his/her ad placed above the others. PPC ads happen in a couple ways - 1) you must outbid your competitors for a keyword/phrase and/or 2) your ad is better quality and more relevant and/or 3) you focus on long-tail key phrases (phrases of at least six terms or more) to narrow your focus.