What is Pay-Per-Click Advertising?


Are you an experienced marketing professional?  Then you are very familiar with pay-per-click advertising and could write a book on it.  If not, you might have wondered what all the fuss is about.  

Whether you are a small business owner needing to understand more about it, or you want a career edge, here are the basics.

SEO vs Pay-Pe-Click:  What’s the Difference?

SEO is Search Engine Marketing.  The goal of SEO is to organically increase traffic to your website.  It does this using keyword research, content creation, on-page SEO, link building, and other technical steps.  You take actions to help your website rank higher on search engine results pages.  The higher you rank the more likely it is a user will click through to your website.

Pay-per-click is advertising.  You pay a fee each time your advertising results in a user viewing your ad.  

SEO can take time to take effect.  It can take months before you begin to see results from your actions. How you build your website, the clarity of your content, and your choice of keywords, all have an effect on your ranking in search engine results.

Pay-per-click works much faster.  It is more dependent on how much money you are willing to spend. Another factor is the advertising agency and how effective they are at writing and implementing a PPC strategy.  

If you are interested in an excellent agency, check out https://kingkong.co/nz/seo-agency/.

The Best PPC Platforms

Google Ads is the premiere PPC platform.  It gives advertisers the broadest possible audience to present their ads.  Google accounts for over 86% of all search traffic, far more than any other search engine.

Although it has a global reach, you can target your ads to geographic locations.  You can select countries, areas within a country, a radius around a location or a group of locations.  It also allows you to target tiered demographics.

Microsoft Advertising has almost 3% of the search engine market.  Its reach is not as broad as Google’s, as a result, it is less expensive.  Advertisers often choose it as a secondary platform. 

Facebook allows you to run ads in much the same way you would with Google. You can target specific audiences with Facebook, just as you would with Google or Microsoft.

You should not think you have to choose between one or the other.  The strategies complement each other and you will get the best result by pursuing both strategies in your marketing efforts.




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