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Why is PPC Important for Digital Marketing?

New companies emerge every day. Some of them quickly become profitable, while others can’t stay afloat and go bankrupt.

However, every entrepreneur should know what it takes to succeed in business. Financial savviness and products’ uniqueness are not enough to make your company world-famous. You should promote your business to engage more people and turn them into your customers.

There are a lot of online platforms for promoting businesses in the digital marketing era. Today, marketing experts use different advertising instruments, such as content marketing, affiliate marketing, and SMM. Thanks to advertising, every modern student knows how to buy a research paper and get an  A+ without stress.

However, there are two more Internet marketing models using which you can get very impressive results. They are PPC and SEO, and we’ll now take a closer look at each of them.

PPC, or pay (cost) per click, is a technique used for attracting traffic to your site by paying advertisers. One of the most popular PPC platforms is Google AdWords. Also, you can use other channels, including paid ads on social media.

SEO, or search engine optimization, is the process of increasing your website traffic through achieving higher search engine rankings.

Now, which one of the two should you stick with? Let’s find that out by weighing their pros and cons.


  • SEO requires more time to achieve tangible results
  • PPC brings profits quicker
  • SEO is pretty expensive
  • PPC lets you control your budget more easily
  • SEO works with multiple target audiences
  • PPC can also be used in social media

Both CPC and SEO are useful for promoting your business. However, the number of social media users grows daily, which is why it makes sense to use pay per click marketing for expanding your target audience there. So, what are the pluses and minuses of PPC?

Benefits of PPC

  1. Easy to track results. Advertising platforms provide their users with different tools which they can use to assess the effectiveness of their advertising and RIO (return on investment). With their help, they can keep track of how many people have seen and clicked an ad or done an action you expected them to perform.
  2. Visitors’ retargeting.  CPC can help you reach out to users who have visited your website before. By hosting your ads on search engine results pages or social media, you can get them to buy/order your product or service.
  3. Short-term results. Unlike SEO, pay per click marketing does not take a lot of time to work. First of all, you need to set up a PPC by using Google AdWords or any other similar platform. Then, you should create a specific promotion profile. Keep in mind that you should utilize keywords your target audience use in their search queries.
  4. Ad tracking. This option is helpful for checking the effectiveness of your promotion in real time. PPC allows you to track traffic generated by your ads and shows you how it can be monetized.
  5. Target audience. The best thing about PPC advertising is the ability to check where your ads are hosted. That is why PPC is perfect for both global and local markets.

Drawbacks of PPC

  1. Budget is needed. If you are an owner of a small business, you need to do a lot of pinching and scraping. Given that, SEO would be a more logical choice for you. If you still want to use PPC, you should bear in mind that your competitors could fraudulently click on your ads and thus put you out of business.
  2. Less trusted.   Advertising is very much alive and kicking, but it is not as productive as it used to be. That is why some entrepreneurs who want to increase organic results use SEO.
  3. Optimization. PPC can’t work miracles on its own. Therefore, you need to figure out how to manage it effectively. In fact, it’s a quite complicated process and even professional marketers can sometimes have trouble doing that.
  4. Regular investments. Unlike other promotion strategies, such as SEO, social networks, and content marketing, PPC requires you to pay for achieving the expected result. Therefore, you need to invest regularly in your campaign to maintain traffic at acceptable levels.

Managing PPC for your company has its pros and cons. As an entrepreneur, you should be aware of PPC relevance in digital marketing.

On the one hand, cost per click marketing is less trusted, needs a substantial amount of money, and takes time for optimization. On the other, PPC has a number of advantages, such as measurable and quick results, visitors retargeting, real-time tracking, and an opportunity to choose a target audience.

To sum up, PPC  is useful for both local and global companies. Using this marketing strategy, you’ll have a much easier time targeting your potential clients. Therefore, if you manage your PPC advertising effectively, you can expect to get a lot of high-quality and conversion-oriented traffic.

If you haven’t yet used PPC, you should definitely give it a try!at!


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