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Many small business owners undervalue the benefits of PPC, and as a result, they are passing up a huge opportunity to grow their online businesses quickly and profitably.

Pay-per-click advertising, whether through Google Ads, Bing Ads, Facebook Ads, or Twitter promoted tweets, is an excellent way to reach out to potential customers quickly and promote your products or services.

PPC is an abbreviation for pay-per-click, a type of digital marketing. This is where a business can pay a fee each time someone clicks on one of their advertisements. A larger budget will result in a better – and sometimes faster – finished product. While your SEO strategy works to raise your website’s ranking organically, PPC helps you gain quick brand awareness.

How does the PPC Model Work?

Keywords are central to the pay-per-click model. Online ads appear in search engines only when someone searches for keywords related to the advertised product or service. Businesses that rely on pay-per-click advertising research the most relevant keywords to their products or services. Investing in relevant keywords can result in more clicks and higher profits.

The PPC model is thought to benefit both advertisers and publishers. The model is advantageous for advertisers because it allows them to advertise products or services to a specific audience actively searching for related content. Furthermore, a well-designed PPC advertising campaign enables an advertiser to save a significant amount of money because the value of each potential customer visit (click) exceeds the cost of the click paid to a publisher.

The pay-per-click model is a primary source of revenue for publishers. For example, consider Google and Facebook, which offer free services to their customers (free web searches and social networking). Online businesses can monetize their free products through advertising, particularly the PPC model.


Important Concepts to Remember About PPC

CPC stands for Cost Per Click.

The cost per click (CPC) is the amount paid by the advertiser for each ad click. You can either agree on a fixed price for each click or let an auction determine the price. In the latter case, the advertiser sets a bid or maximum price they are willing to pay for each click. The system compares the ad to similar ones based on their quality and the price they are willing to pay and displays the winning ad first.


The CTR (click-through rate) is the percentage of users who click on an advertisement out of all users who see it. In general, the higher the CTR of an ad, the better.

The CTR is a determining metric for setting the price of an advertisement in some PPC systems because the system rewards ads with higher quality and, thus, a higher CTR.


The term “impression” refers to all the views an advertisement receives, regardless of whether or not the user clicks on it.


You have a lot of control over the audience you want to reach with your ads when you advertise online. You can target your PPC campaigns to specific demographics such as age, gender, location, interests, etc. Each pay-per-click platform provides various options that can be combined to achieve a high level of accuracy. This ensures that you only pay for clicks from users likely to become customers.


Conversion is probably the most critical metric in a PPC campaign because it measures the economic performance of your ad. Each purchase made by a user after clicking on an ad is referred to as a “conversion.” The conversion ratio is the percentage of users who became customers due to clicking on the ad.

Conversion ratio = Number of conversions divided by the number of web visits.


In this context, frequency refers to how many times an ad is shown to a specific user during a given time period. Divide the number of impressions by the number of unique users to calculate frequency.


Reasons How PPC Can Prove Helpful for Businesses

It is inexpensive.

One of the most common misconceptions about PPC campaigns is the cost.

Many people believe that PPC is a waste of money, which prevents them from using it.

If you are not careful with how you spend your money, you will spend it on buying hope rather than actual results.

However, if you follow these simple rules, you can increase the likelihood of your campaigns being profitable:

Start slow, measure, and grow big – When you start with PPC, don’t spend all your money on your first campaign; instead, start with a small campaign and then spend more on the results.

Everything is measurable, from the impressions your ads will receive to the clicks, visits to your website, and conversions, so thoroughly research these numbers before spending more.

Hiring professionals to set up the campaigns for you is best if you are new to Adwords, Bing, or Facebook ads. If you cannot afford to have them optimize the campaigns on a monthly basis, you will at least know that your ‘base’ is correct.

Reduce your CPC costs – A good PPC campaign is optimized, and there are numerous ways to reduce your CPC costs and achieve more with less money. Don’t dismiss these techniques as ineffective; PPC is similar to SEO in this regard.

Keep increasing your budget as long as it is profitable – This is perhaps an essential rule of PPC management: only increase your budget on profitable campaigns.

It is normal to run non-profitable campaigns at first because the optimization process can take several months, but you should not spend money without a positive return in the long run.

Make your competitors your guru- The first step in developing a new PPC campaign is to examine what your competitors are doing. There are low-cost competitive intelligence tools, such as SEMRUSH, that can provide you with a wealth of information about your competitors.

Several PPC Campaigns

You can create multiple campaigns in addition to the features that define your campaign. This allows you to distinguish between your brand and the various services your company may provide. In addition, your campaigns can highlight anything your company does. It even allows you to share different specials your company may be running at other times of the year. For example, you could choose to run campaigns for each of these throughout the year:

  • Sharing your brand to raise awareness before potential customers require your services
  • The roofing style or material you wish to promote 
  • Services provided by your company, whether year-round or seasonally
  • Discounts offered during a specific season or to new customers

Each campaign has its budget, giving you complete control over how many people see one or more ads. This could be the way to go if you want your brand to be the main focus rather than the service advertisement.

Pay-per-click advertising is more expensive than organic search results, but it has numerous advantages. The advantage of this is that it raises awareness of your company quickly. It increases the number of conversions and traffic to your website and store. Finally, it enables reliable and relevant results.

Art Unlimited is a Google Premier Partner with extensive experience developing customized PPC campaigns.

Improvement in Overall ROI

The ultimate goal of advertising, like any other marketing effort, is to generate the highest return on investment (ROI) as quickly as possible. In contrast to traditional advertising, all PPC metrics are quantifiable. This provides a thorough examination and a clear picture of how well your advertisements are performing. Your PPC platform can calculate your ROI based on the value of your leads or sales and how it scales to your advertising spend on the number of impressions, clicks, and even sales.

Considering the various needs of businesses, the customers attracted vary as well. However, despite differences, PPC can make certain types of these customers profitable with little effort.

Customers with high lifetime values help specific industries improve their overall ROI. These can range from doctors to internet service providers to colleges. So, even if you spend more to attract these leads, their lifetime value will still provide you with a higher ROI.

Customers with high margins on single purchases are another type of customer ideal for PPC. Examples of such sales include cars, computer equipment, home appliances, and even services like repairs and lawsuits. Once you have that data, you can optimize and improve future campaigns for a higher ROI.

You are in Command

While there are a few nuances to default campaign settings, you ultimately have control over a wide range of options for reaching out to potential customers.

This begins with the keywords or placements you choose to target and the level of restriction you desire.

If you want to start small, you also have a lot of budget flexibility.

You can set your own ad budget and bids and decide how much you’re willing to spend (though you have to pay at least close to a market rate to play in most cases).

If you see positive results, you can immediately scale up. On the other hand, if you need to take a break, you can always pause and instantly stop your ad spend.

This is difficult to achieve with other ongoing marketing campaigns, giving you the advantage and budget flexibility to move quickly when required or desired.

Compared to competitors, Google Ads’ auction and the algorithm involved have the final say on where your ads will be positioned and how much you will spend.

The relevance of your landing pages to your keywords and ad copy can either help or hurt you.

The good news is that you can make quick changes and optimize while your ads are running and try new tests every day.

There is no long cycle from edit to deployment as in other mediums, and if an ad stinks, you can pull it without waiting for it to complete a contracted media cycle.

Whether you have a lead quantity goal, ROAS goal, spending goal, or other specific goals, you can manage toward and track them with updated data daily.

When Exactly Should you Not PPC?

PPC is generally not a good companion when:

  • Because your products are inexpensive, your profit margin is insufficient to cover the costs of running pay-per-click campaigns.
  • When you have a website with AdSense, AdSense and Adwords can coexist, but in some cases, they should not be used concurrently. For more information, see AdWords vs. AdSense.
  • If you lack the necessary knowledge, do not attempt PPC. Running campaigns on Google AdWords and Facebook is simple, but if you don’t understand how they work, you’ll waste a lot of money with little return.

In order to learn more about the usage of PPC and when you shouldn’t use it, you can always find yourself comfortable in the Google Ads course exclusively provided to you by Bizgurukul. 


The takeaway message from this article is that PPC is a must-have tool for almost any business. If you aren’t already using it, you are missing out on significant growth opportunities.

PPC advertising has proven to be a dependable and profitable channel for a large number of B2B, B2C, nonprofit, and other businesses looking for quick, high-quality traffic and conversions.

Given all of the advantages of PPC, there is little risk in experimenting with it to see where it can move the needle and gain a wealth of valuable data to inform your other marketing and optimization efforts.

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