Pay-per-click advertising is as successful as it is because it lets people display their ads on relevant websites and at the top of relevant web searches – at no charge. They are only charged small amounts when someone is interested enough to click on those ads. This is the main benefit that PPC advertising brings small advertisers with modest budgets. The incidental benefits are often way more valuable.
Top search visibility right away
No good search engine would ever accept money to place a result right at the top of a page of search results. If they did that, they would lose credibility with searchers. Instead, website owners need to work hard for ages on building a great website, creating social signals and getting authoritative backlinks for the search engines to take them seriously. Small companies often find it hard to jump through all these hoops.
There is one way to pay your way to the top of the page of search results, though – you simply have to buy pay-per-click advertising. Whenever a search comes up that is relevant to your business, your ad is displayed in a prominent way. The payment part comes when someone clicks on your ad. Until then, you just get a free ride to the top.
Visibility for more keywords than you could usually hope for
Getting to the top of a page of search results the regular organic way can be difficult even if you restrict yourself to a couple of important keywords. What do you do if you have keywords targeting a variety of products that you wish link for? Assuming that you have correctly worded PPC advertising prepared, your PPC ads should get you search engine visibility for every keyword that your business needs.
All of this search engine visibility can work very well with your search engine optimization efforts. If you have a quality website and a great business behind it, good search engine visibility through your advertising should get you some notice among industry authorities. Your PPC efforts could help you get better backlinks this way.
You get to use Google Analytics to understand how you’re doing
Whether you run a startup or an established business, you will always appreciate an opportunity to get business intelligence. What kind of people are interested in your business? Where do they come from and what pages on your website do they spend the most time on? With Google Analytics or analytics from another PPC program, you get up-to-the-minute information on how successful your marketing and advertising efforts are. No other form of advertising is able to offer you such close monitoring of your customer base.
A hidden benefit
While consumers often tend to trust businesses that rank organically, many are impressed when they see a business with PPC ads popping up all over the place. To these people, this is a sign of a business that actively invests in its future. They tend to choose to do business with such lively companies.