PPC is the acronym for “Pay Per Click,” a popular form of online advertising offered by a wide variety of internet platforms such as search engines like Google and Bing, social media sites like Facebook or Twitter and more. As the name implies, the cost of running an advertisement depends on the number of people who click on the ad. The more clicks, the more the ad will cost.
Compared with traditional advertising in print, radio, television or other media, PPC is a huge breakthrough for small businesses. Not only does an advertiser pay solely for those customers who interact with the ad, the feedback information collected is far richer than anything a traditional media ad can produce. PPC is probably one of the most important breakthroughs for small business advertising success.
Here is why PPC is so important for your small business:
You Reach Your Target Audience
Are you trying to entice a local or international audience? Your PPC campaign will get clicks from either; or both. Do your best customers speak French? You choose the language and those will be the customers who respond. Mobile or desktop users? It’s up to you. You have a much wider choice of parameters to target your audience with PPC than with traditional advertising.
It Creates Brand Awareness
Because PPC puts you in front of your target audience, whether they click on your ad or not, your campaign is creating brand awareness. In the case of someone who doesn’t click on your ad, that brand awareness spike is free. And although there may not be an immediate benefit to this, the awareness can build credibility and pay dividends in the future.
It Works for Low Ranking Websites
Of course, it would be great if your website was the top-ranked result when someone used Google to search for your product category or service. But even if it is not, a PPC campaign can leapfrog your website into a position above the highest-ranking websites. Suddenly you’re a ranking with the big names rather than being a complete unknown.