PPC, or Pay-per-Click, marketing is when you have a popular internet platform advertise your company, and pay a fixed rate every time a user clicks on your ad. This method is great for getting instant traffic, however, it can be expensive unless used effectively.
If you look next time you use a search engine or social media, you will likely see ads at the top of the page, or on the side bar, labeled as sponsored content. This is where PPC ads appear. When it comes to PPC advertising, most businesses assume that the ads which appear at the top of the page are only there because they paid the most, however this isn’t necessarily the case. Like search engine results, search engines also assign a score to PPC ads based on certain factors, meaning that the top ads aren’t necessarily spending more than their competitors. This is called PPC optimization, and it is critical that any company which undertakes this form of marketing understands it well in order to maximize ROI.