The What and Why of PPC Advertising

December 20th, 2013 by admin

PPC advertising, also known as Pay-Per-Click, is a term most business owners have probably heard from time to time. Marketing lingo can sometimes be ambiguous. If you are wondering what “PPC” is and why it is important, do not worry — you are not alone.  At Unitel, Inc., we have details about the what and why of PPC.

What is PPC?

In the online marketing world, there are two primary types of marketing: organic and paid. In this instance, PPC deals with the paid side of the marketing spectrum. As business owners, this means you will have to pay money when these advertisements prompt a click through to your website. If you want to run a PPC ad, you will have to launch a “campaign,” in which you will make a legal agreement with a web host — think Google or other search engines.

Once a contract is drafted and its terms are agreed to, your campaign will be launched. The way a PPC campaign works is simple: When potential customers search for a related search term, your advertisement will appear at the top of the web host-generated search results. Pretty convenient, right?

Why PPC Matters

PPC is important, but why should it matter to business owners? Organic online marketing takes time and hard work; however, this should not discount its importance. If you have a service or product launch that is time-sensitive, a PPC campaign is an excellent way to get it the attention it deserves. Even if business has been slow and you just need to restore some traffic, PPC can help. Think of PPC as a helping hand that can give your business the boost it needs.

What Business Owners Need to Know

There are some things you need to know before investing in a PPC campaign. For example, the keywords your advertisement is centered around will affect the cost of your campaign. The cost is determined by a number of factors, namely the competition for that search engine keyword.

The next thing you should know is that PPC advertising is affordable. What makes this tool so effective is the fact that you can create campaigns that run a duration centered around your budget. On the flip side, remember that your campaign is only as budget-friendly as the keywords you choose for your PPC advertisement. While selecting the right keywords is essential to a PPC campaign, excluding negative keywords is of equal importance. Why does this matter? Certain words will prevent your ad from showing. Additionally, ad grouping –keeping your ad groups tight (less than 30 keywords/ad)– can also keep costs at bay. This process can be difficult, but a PPC strategist can help.

As business owners, there are a number of tools available that can help your business grow. PPC happens to be one of these tools. PPC is a great supplemental online marketing tool, so remember to pay attention to organic marketing, too.

To learn how Unitel, Inc. can help further your business efforts, call (508) 580-2500 or explore our website today…

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