Online advertising describes marketing messages, or ads, that are displayed on the internet. This includes advertisements on search engine results pages, social media pages, blogs and websites. Online advertising is most commonly billed by cost per click, cost per action, cost per conversion, or other similar units. Consequently, you will often hear online advertising called “Pay Per Click” (PPC) advertising.
As the name “Pay Per Click” implies, you only pay if your ad receives clicks. These ads are displayed on pages with select keywords or related content. PPC advertising is incredibly powerful because you have precise control over targeting and because it provides a wealth of data with which you can analyze your results.
Wide Reach and Precise Targeting
Depending on your specific goals, PPC advertising can be used to target a local area, such as a city or region, or to extend your reach to a global population. PPC advertising has an enormous reach. If you combine PPC advertising with social media advertising you can reach 95% of internet users globally.
Optimal Delivery
The true power of PPC advertising is its ability to time the delivery of ads to the critical time when the consumer is demonstrating an active interest in your product or service by searching relevant keywords or browsing related content.
Measurable Results
With PPC advertising every single click is tracked and recorded. You can collect and analyze data with web analytics software in order to discover many relevant statistics such as which site visitors became customers, which parts of your campaign were successful and which parts can be improved. You can keep the best ad placements and adjust those that aren’t working as well. It also allows you to see the return on investment for each campaign.
Positive Returns On Any Budget
PPC advertising is great for those that don’t want to take huge risks because you only pay when you get results. As long as your PPC cost is less than your average gain from a new lead, you will continue to profit from PPC advertising. Imagine not needing to worry about a budget!
There are many additional measures to manage your PPC costs. You can set a maximum cost per click as well as a maximum daily spend. When managed by an expert, this will allow any advertising budget to remain lucrative.
