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Pay Per Click And Its Advantages

Author: Shashank Sharma
by Shashank Sharma
Posted: May 26, 2018
per click

In the techno savvy era, after exhausting all other possibilities, we are moving towards legit techniques in order to attract visitors to our website. We have seen it all from getting our hands on internet for the first time, where we were so much in awe of this new era, we thought it worked and served our commands and we didn’t bother ourselves with the back-end technology, to Google’s recent misuse of market position and Facebook’scontroversial sharing of information, highlighting the fact that all is not in our control. In fact, everything is initiated by us and we intentionally (though, most of the times, unknowingly) surrender everything to the tech giants out there. Pay per click is one of those things which allow us some control over prospects as we are essentially buying visits to our site.

It is now the most talked about term in digital marketing context and essentially the most important. We might have come across a phenomena, which is ‘The demand for a product gradually diminishes if you can’t supply the product over a long period of time’, i.e. without properly advertising your product (be it your website, blog, video), you can’t expect a wide range of audience/viewers. People tend to forget things which are not part of the media frenzy. We are oblivion to quality as we only focus on the presentation of the product offered. Thus, it becomes a dire need to be in the front row. PPC comes into play, at this very moment, and it means to attract visitors with the help of online advertising. Now talking of getting free traffic, it is not meant for everyone. You need to get out there and make efforts in the right direction.

PPC stands for Pay per Click advertising. It is a method of online marketing today where you can place ads in strategic places online and you pay a fee only when someone clicks on the advertisement. It’s a way to buy visits to your site rather than attracting them organically. For example, if we work at a typical search results’ page i.e. Google, Yahoo or Bing, the paid ads are up top and are usually labeled as such. Organic results are the ones underneath. On social media, the ads are going to appear as feeds, banner ads on the side and in a variety of other forms too. Facebook, YouTube, Twitter, Instagram and even Pinterest have options for paid advertising. On top of social media and search engine pages, you’ll notice ads placed on strategic places on all kinds of platforms or websites all over the internet. Such is the world of PPC. It is one of the best ways to attract visitors online.

Now everytime a user clicks on any of these ads, the advertiser pays a specified fee. This fee is called the Cost Per Click (CPC). If you are considering paid advertising you might be wondering how much is the cost per click. The answer to this question is not specific as it depends on a lot of factors. It all depends on how much competition there is for the space where you want to place your ad. To put things into perspective, the average cost per click industry in the US is between 1 and 2 dollars. Some are as cheap as few cents, whereas some can cost even 50 dollars per click. Another significant key term is CPM which stands for Cost per Mille (Latin word for thousand). It applies to display video ads only. As opposed to CPC where you pay based on how many times you ad is actually clicked, CPM is based on impressions alone (per 1000 views). You are literally buying the right to simply show your ads a thousand times, regardless of how many times it’s clicked.

Let’s see why PPC might be a great addition to your online marketing strategy.

Extremely targeted – you can choose precisely who to show your ads to based on location, keywords, interests, age, gender, language and even the type of device. So, instead of wasting your money you can target people who are actually going to be interested in what you have to offer.

Not only that, you can even adjust your ads for people who have already visited your website. This type of PPC advertising is called retargeting. It is huge. On average, out of every 100 people who visit a website, only 2 will convert into an actual customer. That implies that almost 98% of virtual traffic, attracted initially, goes waste. Retargeting lets businesses retarget and place ads to remind the people, who left the website, to come back and check out the products and services they missed. This in turn helps businesses capture more of the 98% people who didn’t convert the first time.

About the Author

The Jigsaw is a video production company headquartered in Mumbai and operating across the globe. Headed by media professionals, associated with leading broadcasters in the country. The Jigsaw is into video production, animation.

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Author: Shashank Sharma

Shashank Sharma

India

Member since: Mar 26, 2018
Published articles: 72

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