0 Flares 0 Flares ×When it comes to digital marketing, the value of pay-per-click (PPC) is extraordinary. According to the Interactive Advertising Bureau, paid online ads accounted for 39 percent of total online advertising revenue in the first half of 2014. When paired with organic SEO, your business’s overall marketing strategy becomes a force to be reckoned with. Pay-per-click advertising is a simple concept. As its name suggests, you create an ad and only pay for it when it gets impressions on keyword searches you choose and when people click on it. Cost per click is determined by the competitiveness of keywords (which are bid on by advertisers) — the more competitive the keyword, the more expensive the click is. Advertisers are constantly competing for the No. 1 paid ad slot in search engines, which is why some keywords are more expensive than others. Similarly, certain PPC platforms are more expensive than others — Google AdWords being typically more costly than other ad platforms, due to its popularity as well as its powerful analytics features. PPC can be extremely beneficial for businesses of any size, allowing online users to discover your business whenever certain keywords are used. But integrating PPC into your marketing strategy goes beyond simply setting up a campaign — you have to continuously monitor and optimize PPC campaigns in order for them to work. Failing to do so is a surefire way to waste precious ad dollars, and that’s never a good thing. How to Optimize PPC Campaigns A PPC…
Read More: PPC Best Practices: Optimizing Your Google PPC Ads
