Should My Business Try PPC Marketing?



Pay per click advertising is a measurable form of marketing. This means that you can easily monitor your return on ad spending. Not only can you easily measure your progress, but PPC campaigns are also easily adjustable. It could do a lot for your business. There are a lot of places you may have come in contact with PPC ads. In this article, we will be going over the good and the bad of pay per click advertising.

Benefits Of Pay Per Click Marketing

Firstly are the benefits that come with pay per click advertisement campaigns. There are four potential benefits that come from this process.

1. Speed

Advertisers can quickly drive engagement and a good amount of traffic to their website. If done correctly, PPC marketing is one of the fastest digital marketing strategies that you can use. It will help you drive engagement, traffic, and conversion growth.

2. Agility

Usually used in the same sentence as speed, the agility of PPC is a little different than you may think. This benefit means that performance data is available almost immediately. This makes it easier to analyze the results of your campaign and adjust if needed.

3. Precision

Creating a specific audience to show your PPC advertisements to is very straight forward. This benefit makes the whole process more precise.

4. Measurement

As we have mentioned before, PPC campaigns are very easily measurable. This helps you study how your campaign is moving and if it needs adjusting.

Pitfalls Of Pay Per Click Marketing

With any campaign, there are pitfalls along with the benefits. Pay per click marketing has three possible pitfalls.

1. Cost

Depending on your business, this process can be very expensive. Though uncommon, some advertisements can cost up to $100 per click.

2. Waste

Another pitfall of pay per click marketing is the lack of knowledge that some advertisers have no knowledge of the platforms they are using. This causes wasted ad space. Wasted ad space is one of the more common pitfalls that comes with PPC.

3. Volume

Finally, the last pitfall that comes with this process is lack of search volume. PPC marketing greatly depends on search volume. If users aren’t searching for your products or services, your advertisements are not going to generate much traffic.

Search Network Campaign

Search network campaigns contain a large handful of components that are required to enable advertisements on search engines such as Google and Yahoo. There are five basic components that come with search network campaigns, as well as display and shopping campaigns. The following components work for all three types of PPC marketing.

1. Campaigns

Campaigns are the highest level of organization with pay per click advertising. Every campaign you create will house a list of keywords as well as a daily budget.

2. Ad Groups

Every campaign you create will also contain an ad group. As mentioned above, there is a list of keywords that come with each campaign. Those keywords are found in the ad group, a set of advertisements, which are eligible to show when one of those keywords is triggered in an auction.

3. Keywords and Match Types

Keywords are terms and phrases that determine where you want your advertisement to show up when someone searches for a related phrase. You identify those keywords, and you choose a match type for each. Match types will determine which searches can trigger your advertisement. There are four match types:

  1. Broad Match
  2. Modified Broad Match
  3. Phrase Match
  4. Exact Match

4. Text Ads and Extensions

Text advertisements are what users are shown after they make a search that has triggered one of your ads. Think of the results that come up on Google after you search for something. The first three or four results are advertisements, and you can see that from the small “ad” distinction under the headline.

5. Landing Pages

A landing page is the page that a visitor lands on after they click on your pay per click ad. The URL of the landing page should match the final URL in your text advertisement. Your landing page must directly relate to the ad copy used in your text advertisement. Otherwise, you could potentially lose any customers you may have gotten.

Learning More About PPC

Pay per click marketing is a very complex digital marketing tactic, and it is risky if not managed properly. Though, this process offers significant value. It has to be a core building block for any successful digital marketing campaign. Also, you must know your goals, budget, and take the time to test your campaign carefully. Taking time to test your campaign will allow you to know if it is working. Therefore, you can continue to make changes.


Pay per click may be a risky marketing channel, as it is complex and must be done carefully. But PPC marketing is one of the most effective campaigns you could possibly use. While you are learning about pay per click marketing, remember to check out our other blog posts regarding PPC.

If you have any questions,

Contact us here.