PAY-PER-CLICK ADVERTISING (PPC)

When prospects type in one of these keywords followed by the generic name or description of a product or service, they’re likely approaching or already in shopping mode. That’s exactly when you want to connect to them – and it’s why paid search plays a pivotal role in search engine marketing.

Organic vs PPC

Make no mistake, search engine optimization (SEO), also known as organic search, is more effective than pay-per-click advertising for most products and services over the long term. That’s because it’s a low-cost method of driving high volumes of traffic and leads. However, PPC offers the advantage of speed to market. You can implement a PPC campaign much faster than SEO, and this makes it a powerful tool for targeting shoppers ready to do business with you right now.

Research clearly demonstrates that, when consumers are poised to make a purchase, the likelihood that they’ll click on sponsored PPC links increases. Moreover, clicks on sponsored links in general carry higher purchase intent than clicks on organic links.

With these factors in mind, we’ll integrate pay-per-click advertising (PPC) into your marketing to strengthen your existing organic search campaign, jump on fast-moving opportunities and fill critical gaps.

Here are a few examples of how we can help you:

• If demand for your products or services is prone to rising unexpectedly due to unpredictable factors such as the weather, PPC gives you the flexibility to quickly expand your presence on the results pages for your targeted keywords.
• An entirely new consumer want has arisen suddenly, and you’d like to jump on the opportunity. Pay-per-click advertising lets you quickly get your name in front of shoppers searching on the big-money keywords.
• When you publish a new blog entry, ebook or whitepaper, paid search is a way to promote it aggressively on search-results pages, and also to target specific keywords that may appear in the content but not elsewhere on your site.
  

Advantages of pay-per-click advertising (PPC)

• Generates traffic by targeting prospects who are in buy mode
• Produces traffic quickly
• Can be turned on and off at any time
• Easy to measure and optimize
• Integrates seamlessly with your organic search engine marketing program