Some of the greatest luminaries of advertising industry say that advertising is not done just to increase the sales or to enhance the image of the organization but to generate interest and need of the product in the target audience. Branding, advertising, promotions, or any sort of such activity which enriches the objectives of a company, comes under the vast scope of marketing.
In past decade, we have seen that advertisers are more focused on internet advertising which is also termed as pay per click advertising (PPC), more than any other means of advertising.
What does it mean by pay per click marketing?
It is one of the best form advertising, through which an advertiser directly promotes their product with every single search on a search engine.
In brief, pay per Click marketing is a type of marketing that allows the advertisers to pay the fee only when their ad is clicked by the user.These kinds of ads appear when any user searches for a product or service while browsing online.
Now, since we understood the meaning and the working of Pay per click advertising, let us discuss about the role it has in marketing and the 5 benefits it has for the advertiser as well as the customer.
1) Immediate returns : Immediate returns are one of the major benefits of PPC. It has the ability to make an impact in as short a duration as a week. Advertising is of two types – direct and indirect. Direct advertising focuses on directly increasing the sale and create an appeal to purchase the product. Whereas through indirect advertising, the advertiser indirectly attracts the consumers and make them aware about the product and company. PPC is the finest example of direct advertising, which helps to gain immediate returns on advertising the product.
2) To achieve the marketing goals : An advertiser does all the process of marketing and advertising to meet the organization’s goals or to attain the several set objectives. Hence the effort is towards making an ad using the best possible medium. PPC, helps the owners to gain immediate returns on the advertising being done. The purpose of the advertising may differ – image building, sale of product, creating a brand etch but the results tend to be quick
3) Control over spend and measurables : Budgeting and planning are key assets to any advertiser. The advantage of PPC is not only limited to gaining immediate responses but also helps the advertiser to carefully plan and spend money within the budget limits. The spending can vary depending on the different stages of the product cycle. Apart from the budgeting options, PPC also provides scope for having measurables. You can track the effectiveness of a specific PPC ad campaign and take decision whether to continue, stop or tweak the advertising. The keywords which generate the maximum revenue can be identified and utilized for PPC campaign.
4) Precision in targeting amidst vast market : PPC provides scope to precisely target a specific set of audience. This ensures that the quality of advertising is high. The advertiser can analyze the behavior and the emerging trends in the audience preference and plan the ad accordingly. The key words can be selected and targeted which are used by most of the online users. This helps to reach out to a target audience who are specifically looking for products or services related to the ones offered by the advertiser.
5) Low cost advertising : The advertising budgets have seen a great rise over the years with none of them taking any accountability for the success. This has resulted in many advertisers to look opt for Per pay advertising. As already discussed, pay per click advertising requires the advertiser to pay only when the specific ad is clicked. This helps to minimize the adverting cost and to maximize the advertising value.
After having developed a thorough understanding of per pay marketing, one can say that it is the best medium of advertising where in the advertiser can expect to have immediate results in a short span of time. This type of advertising is more focused and target oriented, which helps in boosting the quality of traffic. If you want to achieve higher success with lower investment on advertising, this platform is one the best option.