So, why would you pay for ads when you can reach your audience organically through great content and strategically-placed keywords (otherwise known as SEO)?
The answer is: keywords have become increasingly competitive. This makes it more difficult for a business that doesn’t have the domain authority to get them into the top rankings on a search engine or in front of their target audience on a social platform.
Paid advertising will help you rise to the top in a competitive market and be seen by potential customers who may not know that you exist.
Cost-per-click (CPC) is the amount that an advertiser pays for each click on your ad.
This is the score that search engines give to your ad based on your clickthrough rate (CTR) — measured against the average CTR of ads in that position — the relevance of your keywords, the quality of your landing page, and your past performance on the SERP.
This is the maximum you’re willing to pay per click on you ad.
SEM is an umbrella term that encompasses both paid advertising and search engine optimization, that is, ranking organically for keywords.
It’s important to note that not all PPC occurs on search engines — social media has PPC ads, too (think: Facebook Ads).
Tell Them Where You Are
In need of a marketing strategy that will help you generate more web traffic and conversions? PPC advertising is a great way to drive high-quality traffic to your website. With over 3 billion searches every day, these searches are full of people looking for exactly what you have to offer.
Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than gaining those clicks organically.
Ultimately, pay-per-click marketing is good for everyone:
The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads
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