![]() ![]() Need more help with your ad campaigns? Check out our free, all-star playbook to online advertising. The better your ads, the greater your click-through rates and the lower your costs. Essentially, Google rewards good performance. The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). ![]() ![]() The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. It’s good for search engines – PPC enables search engines to cater to searchers and advertisers simultaneously.Because searchers reveal their intent through their search query, advertisers are able to measure the quality of traffic that results from search engine clicks. It’s good for advertisers – Advertisers are offered a unique means of putting their message in front of an audience who is actively and specifically seeking out their product.Plus, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs. And because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs. It’s good for searchers – Research indicates that searchers click on paid search ads more often than any other form of digital advertising.Ultimately, pay-per-click marketing is good for everyone: For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer. (That’s why it’s called “pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. Here’s how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. ![]()
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