To be sure, PPC advertising may not be appropriate for every business. Your decision to take advantage of the strategy is heavily dependent on your marketing goals. Below, we?ll explore several factors you should consider when determining whether pay per click advertising makes sense for your business.
Timeframe To Generate Traffic
Search engine optimisation is a slow-churning strategy with enormous long-term benefits; it gains momentum over time. By contrast, PPC allows you to reach your market immediately. While your website gradually moves up the organic listings, your pay per click ads can be displayed in front of your target audience instantly. That lets you generate traffic within hours of launching your campaign.
Expanding Your Reach
While the major search engines enjoy a massive amount of traffic, they represent only one of many avenues through which you can reach your market. There are many websites that attract tens of thousands of visitors each day. A large portion of them syndicate PPC ads from the major platforms (for example, Google Adwords). Others maintain their own paid search platforms. Pay per click advertising lets you expand your reach far beyond the search engines.
Refining Your Reach
If your business targets a specific audience, you?ll find unique value in using PPC to reach them. Google Adwords, Yahoo! Search Marketing, and Microsoft adCenter provide advertisers with an assortment of sophisticated tools that let you refine your reach. For example, you can target by age, gender, and time of day. If your business serves a local market, you can choose to have your ads displayed only to those who live within a defined geographical region. That helps you to contain
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Source: http://www.thmg.com/ppc-tips/how-to-decide-if-ppc-advertising-is-for-you/
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