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What is Pay-Per-Click and Why is it Important in Digital Marketing?

Internet marketing is a constantly growing and changing field of study that can be overwhelming for businesses looking to expand their reach via the web. Many people assume that just having a website is a good business investment, but this is not always the case. Without a website that properly converts visitors into paying customers, even the best businesses can struggle in the market. On top of that, there are so many factors to consider in digital marketing that even hiring a company to do it for you can be overwhelming.

Companies like Nowspeed that offer Boston pay per click marketing may have an overwhelming suite of services, but the fact is that there are a great number of factors that can contribute to a business’s success or failure on the internet. Even overlooking just one of them can be the difference between a profitable website and a non-profitable one. One commonly overlooked factor is pay per click advertising. Because many companies tout their experience with search engine optimization and web design, consumers looking for a digital marketing agency may not understand the importance of pay per click.

So what exactly is pay per click advertising? Essential, it is a way of buying traffic to your website rather than getting that traffic organically. The most popular platform for pay per click advertising, by far and away, is Google AdWords. AdWords is a service that allows businesses to buy a space in search results that are most relevant to their target audience. When you search a term on Google, it’s likely that the first three to five results will be marked as “Ad”. What this means is that these companies have paid to be seen by users searching your particular search query.

Because there are so many competing businesses, pay per click advertising is more like an auction than simply buying a place to leave your advertisement permanently. With every search, Google selects from its pool of paying advertisers to deliver the user paid results. The winner of these few slots is dependent on many factors, including the keywords you have chosen for your campaign as well as things like content. Advertisers only pay Google when their ad is actually clicked on. They may have to pay a dollar for the click, but if that click results in selling a product, they have made a tidy profit.

Pay per click advertising is important to consider in any comprehensive digital marketing plan because it offers a sure way to put your company at the top of the search results, even if only some of the time. Not only that, but your ad may make many hundreds more impressions than it makes clicks, which can be great for businesses just trying to get their name out there. Some portion of any good business’s marketing budget ought to go into pay per click advertising, and because of this, it’s in the best interest of most companies to find a good digital marketing firm to work with in order to better design an effective pay per click ad campaign.

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