The goal of advertising any business is to get information out to customers exactly when they are looking for it. Pay Per Click, or PPC, does just that. This internet advertising tool puts a business’s advertisement up alongside a Google search page to draw attention to businesses and try to generate customer traffic to a company’s website. As per its name, businesses only pay for this advertisement by the click, meaning advertisers only pay each time a customer clicks on this ad.
Paid Search
A paid search ad is the most common form of PPC advertising. When people use search engines such as Google, Bing, or Yahoo, their search keywords will trigger pay per click ads to come up alongside the search results page. For instance, if your business is a pizza company and a customer searches for “pizza places near me”, this can trigger your pizza ad to appear on the results page. If this ad catches a customer’s attention and then click on it, only then are advertisers charged. The key to paid search advertising is to use keywords to trigger a business’s ad to come up at the opportune time. If keywords are utilized appropriately, an ad, no matter how good, may never be seen by any potential customers. Keywords ensure that one business’s ads are viewed more often than possible competitors to bring about more traffic and website viewings.
Banner Ads
Another form of pay per click advertising are banner ads. Banner ads are advertisements that are displayed on webpages to catch customer’s attention. It’s embedded into a website and linked to a business page to take customers to that specific company’s website when they click the ad. The goal again is to increase customer traffic. Just like a paid search, when customers click on the banner ad displayed on the web page, only then will advertisers be charged. Any form of advertising that gets customers to view your business is great advertising. Pay Per Click can be a great option to do just that.
