What is Pay Per Click and Why Should Your Business Use it?

Oct 7, 2019 | Business Tips, Digital Marketing

Businesses looking to increase their visibility have multiple options. One path businesses can go down is Search Engine Optimization, or SEO. However, SEO takes time to build up. Companies can  spend months enhancing their site’s SEO and not see results for quite a while. Pay Per Click, or PPC, however,…

Written By GLM

Businesses looking to increase their visibility have multiple options. One path businesses can go down is Search Engine Optimization, or SEO. However, SEO takes time to build up. Companies can

 spend months enhancing their site’s SEO and not see results for quite a while. Pay Per Click, or PPC, however, allows companies to see results instantaneously. Both SEO and PPC offer different upsides and business, particularly newer and smaller ones, should take advantage of both.


Pay Per Click


What is Pay Per Click?


PPC in a nutshell is a form of internet marketing whereby companies pay a small fee to advertise on Google. Each time their ad is clicked, the search engine charges the company. That fee however, all things going perfectly, will ultimately become irrelevant. Spending $5 on an advertisement that results in $400 worth of transactions, ultimately nets the company $395 in the process. 


The most common form of PPC advertising is what users see at the top of page results in search engines such as Google, Yahoo, and Bing. For any given search, users may find targeted ads based on what they typed in. A search for air conditioners will likely return an ad that a company dealing in a/c services has purchased. 


PPC is easy to track and budget


Google Ads


One advantage of PPC is that it’s very predictable and easy to manage. SEO can be very unpredictable due to the ever changing nature of Google’s algorithm. Pay Per Click allows businesses to track the entire transaction process from the ad to the landing page all the way to the call and know exactly how they’re performing and who they’re reaching. Companies know exactly how much they’re spending on ads and exactly how many inquiries and calls they receive directly from those ads. Since businesses are only charged for clicks, it is more risk free than some other strategies that exist such as those that involve paying for impressions.


Great Return on Investment


Monitor results from PPC


The average cost for a keyword for Google ads is $2.69. From there all businesses need to do is determine how many clicks a particular keyword generates per month. Tools like SEMRush and Google Keyword Planner are great for determining which keywords to use for your business. Budgeting for PPC is very simple, just take your keyword volume and multiply it by the cost per click and that yields your monthly cost per keyword. As previously noted, PPC offers direct monitoring of your ad performance so businesses can see exactly how keywords are performing and what their ads are generating.


Immediate results


While SEO takes time to build up, PPC guarantees instant gratification. Upon setting up and ad campaign, companies can typically see results within an hour, making it ideal for companies with little to no exposure. Small business without huge brand name recognition can immediately begin seeing clicks on their sites with targeted Google ads, while SEO may take months to build up. PPC allows you to instantly put your brand name at the top of Google search engine page results for a very small price. In addition to SEO, PPC is great for companies looking to immediately develop brand awareness.


Directly target customers


Target your audience


Pay Per Click words by targeting keywords that you know prospective customers will be searching for. You then in turn, place ads for your business services directly in front of them leading them to complete a transaction. According to WordStream, 65% of clicks on such ads come from people looking to buy now. This allows business to capitalize on that purchase intent by targeting keywords that buyers are using. For example, words like ‘buy’ ‘get’ and ‘purchase’ followed by your product or service can yield good results. Similarly, short phrases such as ‘where to buy’ and ‘cheapest’ can reach people looking to buy your services. Again, while organic clicks still overall outnumber paid clicks, when it comes to commercial queries, paid clicks outnumber organic clicks by 2 to 1.


Increase your brand name

Because PPC allows your companies services to list at the top of Google SEPRs, it gives your brand more credibility. People tend to click exclusively on the top listed results on Google. If you’re a new company looking to build your brand, PPC allows you to immediately list in search results next to some of the top players in your market. This gives you instant access to a wider pool of potential customers looking to make a transaction.



Small businesses and new companies looking to make an immediate impact in their respective markets should seriously consider using Pay Per Click advertising. It’s easy to use and easy and easy to track results. PPC is low risk and allows businesses to directly target prospective buyers and monitor exactly what their ads are bringing in. Companies looking to immediately expand their brand name should use PPC tools as it is the most cost effective, easy to manager, method that directly exposes your brand to customers looking to make a purchase.



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