Understanding PPC Marketing for Your Business

PPC—or pay-per-click—marketing, also known as “paid search” marketing, has become a useful way to direct internet users to your business’ website. This is especially useful because with PPC marketing you have the ability to choose which landing pages among your website you want to direct the most traffic to. Understanding how PPC marketing works and how to leverage it is very important for any business, no matter if you’re a dentist or an e-commerce store. For that reason, here is a quick guide in understanding PPC marketing:

What is PPC marketing?

Have you ever seen those small text ads that appear at the top of search results after you’ve searched for something? That’s exactly what PPC marketing looks like; each time the link on a PPC ad is linked, the advertiser is then charged a certain amount, thus the name “pay-per-click.” As long as the ad is not clicked by users, you won’t be charged anything.

What’s the difference between PPC and SEO marketing?

While both methods help achieve the same results, PPC marketing is more focused on gaining immediate brand visibility or conversions for businesses. SEO—or search engine optimization—marketing, on the other hand, is more of a long-term effort, used to help your organic presence while gradually improving your ranking in search engines. However, at the end of the day, leveraging both for your business is good for growing your online visibility and increasing your ranking at the same time.

How do PPC ads work?

Essentially, advertisers make bids on select keywords relevant to their business or landing pages. These keywords are based on popular search terms inputted through the search engine. Content and relevancy in the PPC ads are very important, as they will help determine whether or not they will be shown in the top position in search results. The search engine in which the PPC ad will be displayed will score the ad based on different factors. This score is then multiplied by your bid for an overall Ad Rank; this will determine your ad’s final ranking. If you rank higher, it is likely that you will pay slightly more per click than someone who has ranked below you.

Why pay for ads when you can rank naturally for free?

There are many reasons why many businesses are willing to pay for these ads. For one, there is limited space on the search engine results page, meaning that if your business is visible, it is more likely to be noticed by users searching for relevant information. In addition, studies have shown that users typically click on the first link on a results page, regardless of if it’s an ad or organic listing. It’s because of this that businesses often generate more conversions, leading to a healthy ROI.

Now that you have a better understanding of PPC ads, you can better leverage them for your business, essentially improving your visibility and ranking on multiple search engines.

Signs of a Good SEO Company

With the digital platform growing magnanimously, more and more businesses are ready to improve their digital presence. Today, one spends more time on any screen more than with their respective families. This shows how much a person is trapped, influenced and guided by the digital space. This neo-generation is all about Google. And to track these people and include them in your client list, it is very important to have a good digital presence and your SEO in place.

What is SEO?

SEO—Search Engine Optimization—is the process of improving the visibility of a website or a web page in a web search engine. In general, the earlier and more frequently a site appears in the search result’s list, the more visitors it will receive from the search engine’s user base. In search results, Google displays links to pages it considers relevant and authoritative. Authority is mostly measured by analyzing the number and quality of links from other web pages. These visitors can be converted into customers by using proper digital marketing strategies + SEO.

Who does this?

A company consisting of qualified programmers, web developers, designers, writers, coders, software engineers and mathematicians for data analytics which offers an SEO + digital marketing or brand image consultation. It is important to verify that it is a certified company and does not perform any Black Hat techniques to improve your brand’s digital image.

4 Signs of a Good Digital Company

  • The company has enough case studies to show the kind of work they have been doing for various clients. Look for the kind of industries they have covered under client lists. And the kind of services they offer to improve your brand’s digital image.
  • It is very important to know whether they adhere to White Hat search engine guidelines or not. A White Hat technique is a legitimate way of getting better rankings on the Google Platform. Spammy SEO techniques such as server manipulations and hidden links are a few examples of Black Hat Techniques. Use of such techniques can lead to penalties and the destruction of your rankings. It could even get your website banned from the Google and can affect you for many years.
  • Make sure the content they provide and the campaigns they plan are original and freshly created for your brand. Fraudulence can fracture your brand image in the eyes of your clients. Your web pages have the potential to rank in Google so long as other web pages link to them. Any miscommunication or wrong communication can lead you to client loss.
  • Can you speak to the creative and development team directly while in touch with the marketing team? It is imperative to know how your account is been handled. Who is doing what? How has the campaign been planned? And be updated with the results of each campaign regularly.


With the help of the above-mentioned points, you will be able to determine the difference between the good SEO Company and the bad SEO Company. For any further assistance, feel free to contact us!

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