What is Pay-Per-Click Marketing, And Why Should You Care?

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You want more visitors clicking on your website? Online traffic in any meaningful number doesn’t happen by chance — you need to take control with SEO and pay-per-click marketing. The more people who visit and learn about what you have to offer, the more opportunities you’ll have for potential customers (LEADS). And your website is the best place to deliver your branding message without any competitor ads flashing across the screen. This helps builds brand awareness and helps grow your business!  

Pay-per-click (PPC) marketing drives visitors to your website through online internet advertising (digital display ads). In other words, you buy visits and hopefully qualified leads. How it works: you create campaigns on digital platforms (Google Ads, Facebook, Instagram, Microsoft Ads, etc.) and place targeted ads in search engine results pages, social media sites, etc., and you only pay when people click. Companies like Facebook and GOOGLE collect data on user’s interests, and online behavior. This allows businesses to target very specifically WHO will see their ads. For example, if you are a roofing company, you want people who are the right age to be homeowners, that live in your area, and who are searching for a roofing contractor. If you can reach those people and not just blast the ad to everyone, you have a better chance of gaining a qualified in your ad campaign. 

Advantage to pay-per-click marketing include: 

  • Increased online exposure for your business 
  • You determine your budget (and they will tell you the average budget for similar businesses) 
  • Control over specific keyword usage and budget 
  • Control over targeting a specific audience to get the best impressions possible 
  • Faster online discovery than standard SEO practices alone 
  • Results can be measured and tracked 

Pay-Per-Click Marketing Works for Everyone 

Pay-per-click marketing has a low barrier to entry (affordable) and is an invaluable tool to get found online and closer to converting visits into sales. And it works for anyone, regardless of if you’re an attorney, plumber, marketing expert, or local flower shop. Visitors can even be sent to a targeted landing page when they click on your ad campaign.  

What Kind of Results Can You Expect? 

One of the best advantages of PPC marketing is that results can be measured and tracked. You must pay close attention to which message resonates more (gains more clicks) over others. Experiment. We will even run several ads simultaneously (a great way to conduct A/B testing ( to be discussed in later blogs!!  

According to webfx.com, the average conversion rate for PPC is 2.35%, and the average conversion rate for Google Ads is 3.75%. Their article adds that a good general number to aim for is about 10% but that the true definition of a good conversion rate for pay-per-click marketing varies based on various factors, including industry type and location. 

Book a meeting with us online, and we can go through some personalized strategies for your business 

Click here to see the most recent average click-through rate in Google Ads by industry

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