What is Pay Per Click (PPC) Advertising?

Pay per click (henceforth referred to as PPC) is the most common form of advertising on the internet in which advertisers pay for their ads only when the ads have been clicked on.

PPC advertisements display as "sponsored links" at the top and right hand side of Google organic search results. The ad is triggered when the advertisers targeted keyword phrase is searched for so the ad only appears to internet users who are actively searching for a typical topic, product or service. In this format, advertisers bid for their advertisement to be displayed to users searching for specified keyword phrases

In comparison to other marketing initiatives there are various pros and cons associated with ppc campaigns including:

Pros of PPC Advertising

  • Immediate Impact: In contrast to SEO campaigns, PPC campaigns can be up and running in a matter of minutes and can be bringing results within a few hours.
  • Reliability: Again, in contrast to SEO, an effective PPC campaign can effectively guarantee that you will have a presence at the top of search engine rankings and will remain there for the duration of your campaign.
  • Measurable ROI: PPC campaigns provide you with a tremendous amount of data which allows you to track your cost per click and your cost per conversion. This allows you to ensure that you are managing your campaign profitably.

Cons of PPC Advertising

  • Can be Pricey: As opposed to SEO where all traffic is free, in PPC campaigns the advertiser pays a fee for every click.
  • Trust: It has been speculated that PPC ads are not viewed to be as trustworthy as organic search results. Recent data shows that PPC campaigns are widely becoming more trusted and accespted while many internet users today cannot differentiate between organic listings and PPC ads.