When compared to other forms of promoting or advertising your business, Pay Per Click advertising (sometimes known as Cost Per Click or CPC) has many advantages over using ‘free’ advertising mediums like writing and publishing articles.
First of all, using PPC to promote or advertise your business is an extremely quick way of getting your marketing message live and out there on the Internet. In many cases, your adverts can be online and viewed within an hour of creating them. If you write an article or a blog and post it, there is no guarantee the search engines will even index it!
Pay Per Click advertising enables you to extend your market reach beyond the local. Although you may be able to get pages of your website featured in the natural organic search results its tricky and sometimes, as likely as winning the lottery. Using PPC guarantees that the advertisement for your business will appear on appropriate search results pages and websites.
The traffic that you bring to your website from PPC advertising is targeted, prequalified traffic. As your advert has been shown to people who have already expressed a degree of interest in the product or service that you’re offering by using a specific search term, the chances of them taking the action that you want them to take when they land on your site is significantly increased. The result is that the conversion rate from PPC advertising is likely to be considerably better than it would be using free advertising resources like article marketing.
PPC advertising programs usually offer the ability to track the performance of the advertisements that you place using that particular system. It is therefore considerably easier to calculate such important factors as conversion rates (the number of people who do what you want them to do), the acquisition cost of each visitor and your return on investment (ROI). Because most PPC systems offer this information, you are able to improve your advertising and how profitable your business will be.
This type of advertising gives you complete control over your advertising campaign. This is particularly appropriate if, for example, you are promoting a product or service that has relatively temporary appeal or is seasonal. For instance, you would not want to be promoting a Christmas related product in the middle of August and PPC advertising fits in very well with this idea because you can turn it on and off as you want.