How Can PPC Help Your Business?

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Web traffic is one of the fastest and surest ways to get your content across to a large audience in today’s society. Web traffic will help you increase sales, grow an audience, and create awareness for your brand.

Different businesses can enjoy web traffic even though it is most beneficial to small-scale businesses with modest marketing budgets. In light of this reality, Pay Per Click (PPC) advertising becomes functional.

What is PPC?

PPC, or Pay-Per-Click, is a form of advertising where you pay a little charge each time someone clicks on one of your advertisements. Think of it as buying guests to your site.

Pay-Per-Click is a conversion-based advertisement strategy focused on getting a message across to targeted customers. With PPC ads, you can also gain helpful information about your audience by collecting data from your campaigns. This information helps you develop an effective PPC strategy and exploit emerging trends.

PPC is also usually referred to as Pay Per Click Marketing, Paid Search, Search Engine Marketing (SEM), or Paid Search Marketing.

Rather than investing cash on evaluated impressions, you’re paying for the activity these advertisements produce, making them a fantastic alternative for businesses that want to control their budget and execution.

How Does PPC Work?

PPC is a medium for online marketing in which promoters pay for every click they get on their search.

A bidding framework exists for promoters to secure their advertisement placement in a PPC sell-off. If you win an offer, you’ll be required to pay a fixed sum whenever someone clicks on your ad.

PPC covers different media and platforms. Most PPC operations are between Google Ads and Social Media Ads. Google alone owns 73% of the paid search market share and handles over 63,000 searches per second.

When enough people have clicked on your Ad and your daily budget has been used up, Google stops displaying your ads until the next day. You would need to provide extra daily funding to use if you want your ads to still be on display for the day.

Meanwhile, social media PPC allows you to display your ads to a large audience while they’re simply browsing through a given social media platform. These ads are perfect targeting options, especially for B2C and eCommerce companies.

PPC is a very effective option because it shows your business to your target audience, thereby increasing your visibility, Click-Through-Rate (CTR), and ultimately, your sales.

Types of Businesses That Can Use PPC Advertising

Almost any business can leverage PPC advertising to increase sales and get a good ROI. Nonetheless, this type of advertising is most prevalent among small to medium-sized businesses, as over 65% of these businesses run a PPC campaign.

— Specialty Items

Selling uncommon items can benefit massively from PPC because search engines are excellent tools for discovering those scarce items. People often utilize search engines to look for products that are difficult to find in everyday stores.

— Freelancing

If you work independently, it may be too expensive for you to hire SEO professionals. But with pay-per-click ads, you can promote your business even if your budget is too low for traditional advertising.

— Lifetime Services

If you run a small business that provides continuous services to customers through memberships or subscriptions, PPC ads may come in handy. Good examples are Digital Marketing Agency for your business or a Software as a Service (SaaS) company.

These are not the only businesses that benefit from a PPC advertising campaign. Every type of business can, whether big or small.

Benefits of PPC

There are many benefits of using PPC ads, especially for small businesses. Let’s take a look at some of them.

— Set Your Budget and Control Expenditure

With PPC advertising, you have direct control over your budget. If you notice your budget is too small or too high for your campaign, you can make changes whenever you need to.

You can cap your daily, weekly, or monthly expenditure. Also, if your ad campaign is successful, search engines compensate you with higher conversions at a lower cost per click.

— Growth is Quantifiable and Detectable

It’s easy to track your progress with PPC ads. If you run your campaign through Google Ads, you can use Google Analytics or Google Ads Tool to measure your campaign’s performance in detail.

— Quick Results

PPC gives you faster results than organic search. While organic search is vital for long-term marketing, you can begin to notice results with PPC ads as soon as the next day.

— Great Targeting Options

With PPC, you can ensure full coverage across different networks and targets. Whether you choose to use local ads or remarketing, or a mix, you can get the best out of online marketing.

With social media ads, you can focus on specific audience demographics. You can create multiple impressions while staying focused on the people in your planned audience. You can also reach people who aren’t already in your audience.

— PPC Works Well With Other Advertising Techniques

The good thing about PPC is that it can go with other marketing channels. For example, PPC works well with Search Engine Optimization (SEO).

PPC can improve your SEO strategy in various ways, including

  • You can use the data and valuable information from your campaign to discover the keywords to bring better conversions.
  • You can use PPC to improve your keyword scheme before deciding on an SEO plan.
  • PPC tools can help you learn more about keyword search volume and competitiveness and help you create an excellent organic strategy.
  • Using PPC and SEO can help strengthen your online presence and increase your Search Engine Result Pages (SERPs).


There are numerous benefits of PPC advertising. It may not be a one-size-fits-all marketing approach, but it’s undoubtedly a reliable option for small businesses, B2B, B2C, and other companies interested in fast and quality traffic. It is an excellent choice for all because it provides incredible ROI.



  • Mac McCarthy

    Mac McCarthy has been involved in the digital marketing field for over 20 years, having worked with the Jeeves, Alta Vista and Yahoo search engines in the early 90s through to the modern current day Google and Bing platforms.

    A keen follower of search engine algorithm updates and trends, he works and advises on digital strategies for a variety on SME’s and more recently the World Wildlife Fund, the single largest animal welfare charity in the world.

    Qualifications include Google Advanced Analytics, Google Ads, Google Search and the Google Partnership Program.

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