Pay per click, abbreviated as PPC, is a type of marketing that is also commonly referred to as search marketing. Under this type of advertising, a person purchases sponsored links on SERP (search engine results page), blogs, content sites or websites. It enables you to pay a certain fee so that your website is displayed on SERP whenever a user types in keywords or phrases on the search engine. You are charged only when the advert is clicked on.

Pay per click campaigns that have been well managed and optimized can be a very cost effective form of marketing for your business. This is because, unlike the more traditional types of marketing, pay per click advertising is meant to reach site visitors who already have shown interest in service or product offer by choosing and then clicking on particular advertisements. The following are some of the reasons that make PPC the best form of advertising for small businesses.

1. Ability to target specific geographical areas

In case you realise that customers from a certain geographical area like your product or service, you can use PPC to focus on that specific part. It is completely unnecessary to open shop in that part of the world in order to get results. You will only need to choose that particular region as the target and the people there will be directed to your website. Therefore, if it is your opinion that your service or product can perform better at a given locale, you just need to focus in that place. This saves you money.

2. Control over advertising cost

With PPC, you have control over the amount of money that you pay for advertising. You have control over how much to pay for any visitor who comes to your link. This way, you outdo those who are out to use same search results phrases and acquire more visitors and attention that you. You can even cut the cost further by avoiding expensive terms and sticking with the figure that you want to pay.

3. Fast results

This is perhaps the best thing about pay per click advertising. Contrary to organic SEO, you can launch PPC adverts very quickly after which they will bring targeted traffic as well as qualified leads to your site. You do not have to worry building an optimized site so as to get higher rankings. You need weeks or even more in order to come up with a site that has the capacity to give the same results as PPC. After just setting up the PPC, you are good to go and will start seeing results in a short time.

4. High-targeted traffic for your website

When you assign different advertising copies for particular keywords as well as demographics, you can increase quality of your website traffic dramatically. You can also schedule PPC adverts so that they run when the sales periods are at their peak in specific geographic areas.

5. Testing capabilities

PPC allows for testing keywords at a low risk. This enables you to gauge if it is worthwhile to launch full site optimization strategy. You can also use it for landing page testing. This allows you to redirect traffic to specific pages so as to know the pages that convert best.

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