What Is Pay-Per-Click Advertising, and Why Should You Use It?

So, what is pay-per-click advertising? PPC advertisements, also known as cost-per-click advertisements, are a quick route for driving traffic to your site. As a business owner, you can create ads around specific keywords and bid to have them displayed to users searching for those terms. The ad network, search engine, or website publisher then charges a fee when a user clicks on an ad that leads to your site.

Organic traffic — the holy grail of search engine optimization — becomes ever more elusive with every Google algorithm update. First-page ranking for your keywords takes time and involves 200 variables: number of backlinks, domain authority, content quality, etc. Even if you make it to the promised land, a competitor could steal your spot. So, you best include PPC advertising in a piece of your online marketing strategy. If you’re a WordPress.com Premium and Business member, you get $100 in Google Ads credits to start promoting your site.

Pay-per-click results and SEO results in a Google search for the keyword: pay-per-click

What is pay-per-click going to do for you versus SEO?

1. Provides immediate results

Depending on your ad budget and the level of competition for the keywords you’re targeting, your ads could appear at the top of the first page of Google search results, sending traffic to your site pronto.

2. Targets ideal shoppers effectively

Facebook ads, for example, appear only to people who live in a given area and apply numerous other demographic criteria to help target the ideal user.

3. Measurable key performance indicators

You will know right away whether your ads are winners or sinners from the ratio of click-throughs and sales they generate. The average click-through rate for Google Ads is about 2 percent in the search network and 0.35 percent on the display network, according to WordStream. Sponsored ads account for two-thirds of clicks on keywords by visitors with high intent to buy, notes WordLead. And according to PPC Resellers, the three listings at the top of the page for a given keyword — usually ads — take two-fifths of the clicks.

4. It’s cost-effective

You only have to pay when somebody engages with your ad by clicking on it to learn more. A Varn study found that half of people could not tell the difference between an organic result and a paid ad. And perhaps they don’t care as long as the page they land on has what they’re looking for.

5. Allows you full control

You decide where your ads appear, who sees them, how much you want to spend, and how long they run.

“PPC works amazingly well with product launches, squeeze pages, CPA marketing, and affiliate marketing involving high converting offers, joint venture (JV) projects, seasonal promotions, event-focused marketing, and analogous online business campaigns,” notes WordStream founder Larry Kim. His site also offers a free ad performance grader that reveals whether your ad dollars are being spent wisely.

So, what is pay-per-click advertising besides an efficient means of attracting visitors? It’s also a way to make money with your website by displaying ads. As with all things these days, there’s an app for that. There’s no need to hire a team of John H. Patterson disciples to sell ad space on your behalf when you join the WordAds program. WordAds displays ads on your site from more than 50 advertising networks — such as Google AdSense, Yahoo, and Amazon A9 — that competitively bid to appear on your site. The program also automatically accepts WordPress.com Premium and Business users.


Ky Trang Ho

I'm a business and financial writer, content marketer, PR consultant, and author of "Humans of Shark Tank." (https://amzn.to/2LvinfK). My work has appeared in FA Mag, Forbes.com, Institutional Investors, Investing.com, Investor's Business Daily, Guru Focus, Plan Sponsor, Seeking Alpha, The Street, ThinkAdvisor, WordPress, etc. I have been quoted in Inc.com, Thrive Global, and many blogs. See what a communications Jedi Master can do for your business. I will build your brand as a thought leader and influencer. I produce articles, presentations and much more. Count on me for press releases, content marketing, WordPress website development, social media marketing, copywriting and SEO. I have journalism experience in print, TV, radio and online. Past clients: 1. Aberdeen Asset Management 2. Advisys 3. Endowment Wealth Management 4. Focused Wealth Management 5. Pristine Advisors 6. Shippabo.com 7. TradeLog Software 8. WordPress.com 9. Utavi.com 10. And many others. Ky Trang Ho website: https://kytrangho.com Ky Trang Ho book, “Humans of Shark Tank”: https://amzn.to/2LvinfK Ky Trang Ho WordPress business articles: http://kytrangho.press Ky Trang Ho portfolio: http://kytrangho.net/ Ky Trang Ho Medium blog: http://kytrangho.org Ky Trang Ho Online business card: http://kytrangho.us Skills: - Excellent verbal and written communication skills: Able to translate complex topics and financial jargon into plain English that appeals to experts yet engages novices with strong knowledge of English language, grammar, spelling, punctuation and Associated Press (AP) style - Experienced in covering SEC filings, earnings releases, economics, breaking news - Experienced in content editing and copy editing - Boosting Website traffic and SEO (search engine optimization) ranking on key terms - Proficiency in Microsoft Word, Excel and PowerPoint. - Proficiency in Wordpress content management system (CMS), Google Analytics, Web development with HTML and CSS - Increasing Website traffic using social media such as Facebook, LinkedIn, Twitter and Google+. - Experienced in managing projects and teams working on deadlines - Experienced in managing and mentoring interns Location: Los Angeles, CA Education: BA, UC Berkeley MA, The Ohio State University Work history: Key Financial Media, LLC (2014 - present)

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