8 February 2017

Understanding PPC Marketing for Your Business

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.

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Ali Jhaver

Ali Jhaver


After spending 10 years helping dentists grow their practices, Ali witnessed the time and money dentists were wasting on outdated, fragmented technology that negatively impacted sustainable growth and the overall patient experience. So he developed Adit - a user-friendly SaaS platform that centralizes everything a practice needs to operate and simplifies the business of dentistry so doctors can get back to the medicine.

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