Marketing Jargon Buster: PPC

What is ‘PPC’?

(AKA: Pay-per-click)

  • PPC is a type of Search Engine Marketing where an advertiser only pays the publisher (search engine, website or social media network) when someone clicks on their ad to find out more.
  • PPC ads come in three major forms – text ads on a SERP (search engine results page) – such as Google Ads or Bing Ads; display ads (an image or motion graphic) on websites related to a target audience; or shopping ads, where an image of a product with basic info appears on a site like Amazon or eBay after the user has searched for that product.

RELATED: What kinds of customers can you target with SEM?

What are the advantages of PPC?

  • Speed: PPC quickly drives website traffic and conversions for the advertiser, making it one of the most efficient forms of digital marketing.
  • Precision: The ability to target your audience means ads are appearing in front of the people looking for your product or service.
  • Agility: Almost instantaneous data means you can tweak your advertising to ensure optimum performance.
  • Measurement: Conversion tracking means you can assess the success of your ads and optimise for an improved ROI.

RELATED: SEO vs SEM: What’s the difference and do you need both?

Looking for expert digital marketing advice? Get in touch with Yellow Pages today.

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