What Is PPC and Is It Relevant to Modern Digital Marketing?

4 mins read -
September 13, 2022

Pay-per-click (PPC) is a form of online marketing where advertisers pay a publisher when the ad is clicked. It usually works with search engines, such as Google Adwords, and involves keyword bidding, where advertisers bid on specific keywords to display their ads at the top or to the right of search results. Those bids are how marketers measure the success of PPC campaigns—but that’s not all they can measure. Merging SEO (search engine optimisation) and PPC can help inform and improve paid advertising efforts, which is why PPC agencies like this exist.


Relevance of PPC in 2022 Digital Marketing

PPC ads are a topic of debate even among seasoned marketers today. PPC remains a powerful tool for promoting your brand and engaging your audience. Despite video dominance in 2022, PPC will continue to be a powerful force. Without a doubt, it has the potential to be one of your most effective digital marketing strategies, regardless of your business size or level of experience.

The value of PPC advertising is undeniable. Nevertheless, PPC campaigns must be managed effectively as competition increases and costs rise. Marketers in 2022 need to remain flexible and utilise search marketing to its full potential.

What Are the Benefits of Using PPC?

The benefits of PPC advertising are numerous, making it an essential marketing tool for businesses. Here are some of them:

Benefits of Pay-Per-Click


PPC allows you to pay only for website visits generated by your ads. Other advertising models charge you to display your ads without guaranteeing they will create results.

PPC ads are likely to attract customers who are looking for your products. Thus, you won’t waste money targeting an audience that has no interest in your product. That way, you can concentrate on converting the visitors who click once they land on your site.

Pay-per-click advertising also allows you to control your advertising costs. It lets you stop campaigns or make changes if they fail to perform. You can constantly adjust your budget as your needs and ad performance change. There is a daily budget that you can set, and AdWords won’t go over that amount, giving you greater control over your budget.

Improved brand visibility

PPC lets you reach your target audience instantly. It helps your website appear higher on search engine results pages (SERPs), leading to better brand visibility. It also lets you narrow your focus to carefully selected keywords and demographics, attracting more visitors.

In branding, PPC marketing plays a crucial role. Even if the user does not click the ad, your website and company name are visible. This strategy can then be used to promote products and services or upcoming campaigns so that people can become aware of them.

Increased site traffic

You are more likely to be seen and clicked on when your brand and paid ads are visible at the top of search engine results. When prospects search for relevant terms, pay-per-click advertisements ensure they see yours. More importantly, your audience won’t have to search through thousands of results to find your ad.

Even if your organic ranking is low, you can remain competitive with PPC. If you have a brand new website or yours doesn’t rank in search engines, you can use PPC to promote it and gain a competitive advantage.

Right audience

By segmenting and targeting your ads, you will be able to reach the right audience through PPC. This means only potential customers will see your ads. Better results are achieved since you are more likely to convert users who best match your buyer persona. With Google Ads, you can select specific keywords relevant to your business and direct traffic to relevant pages. A Google Ads agency can help you do this; they can drive traffic and increase your conversions.

You can target your audience based on several factors, such as location, age, interests, and more. Furthermore, by testing PPC campaigns, you can find out who responds to them and what platforms they prefer, allowing you to hyper-target your audience on the best platforms.

A combination of PPC and analytics allows you to see how users interact with your campaign and retarget them if they don’t convert. Let’s say a consumer clicks on your ad but does not buy. Using display ads across the web, you can retarget users to stay top-of-mind.

Retargeting those who have already expressed interest in your product makes sense because you know they are already interested. The more consumers think about your product, the greater the chances of your product converting. Retargeting campaigns can only display relevant product ads, allowing users to see what they’re missing.

Complements other digital marketing strategies

A PPC advertising campaign fits into a broader digital marketing strategy, which includes SEO, content marketing and social media.

PPC and SEO are complementary because they often target the same viewers, such as those who use Google to find information, research and make purchases. Despite their lower traffic, they are less competitive, giving you a better chance of ranking for them. You can use Google Ads impression, click and conversion data to choose keywords for your SEO strategy. Additionally, you can use existing SEO data for PPC planning. Meanwhile, based on PPC keyword data, you can generate long-tail keywords. An SEO digital agency with expertise in PPC can help you combine your PPC and SEO strategies to maximise their effectiveness.

Search, and social media ads can be integrated to reduce acquisition costs and increase conversions. Social media strategies can also benefit from the availability of user data from PPC campaigns. As a result, you can collect more cross-channel customer information for strategic integration. Therefore, your campaigns will be more effective.

Gain the Benefits of PPC by Partnering with a Google Ads Management Agency

Trying to figure out how online advertising works can be a headache for a business. A PPC management agency is a more convenient and cost-effective alternative to establishing an in-house team and training them. Whether planning or executing your PPC ad campaign, you can rely on our digital marketing experts to guide you through every stage. Contact us today.

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