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This article is over 1 year old and provided for reference only. Go to Pay-Per-Click for a list of most up-to-date information.

As an avid fan I am slightly biased regarding the benefits of using PPC Advertising, so to back up my opinion I have put together some of the features of PPC advertising that illustrate why PPC advertising is an essential part of any online marketing mix. So, here we go:

1. You only pay when someone clicks on your ad

Unlike other forms of advertising where you pay to display an advert (banners, directories, etc.) with PPC you only pay when a user clicks on your advert and through to your website; hence the name pay-per-click. This means that you must make sure that your keywords, ad text and targeting is spot on to avoid paying for unwanted clicks.

2. There is no minimum spend

As an advertiser you decide how much you are willing to pay for each click by setting a maximum cost-per-click (CPC). You may pay less than your maximum CPC but never more. You also set a daily budget, allowing you to manage your spend to a level that provides the required traffic and return on investment (ROI).

3. It’s flexible

PPC advertising is extremely flexible; you can switch it on and off, change your CPCs or daily budgets, and revise your targeting options, ad text and keywords at any time and as many times as you like.

4. It’s targeted

There are a number of features within your account that enable you to target your ads to your target audience including, location, demographic, time-of-day, day-of-week and interest targeting.

5. You can control your message

The text format allows you tailor your message in order to qualify the users who click on your ad, make yourself stand out from your competitors, add a clear call to action (e.g. buy today), promote seasonal specials (e.g. summer specials) and make users aware of any promotions (e.g. 50% off)

6. It meets various business goals

Ads appearing on the search engines have been triggered by users who are actively looking for your products or services. Ads that are served up across the display network can generate a large number of impressions alongside relevant content which is perfect for a brand building campaign.

7. It’s measurable

Unlike other forms of advertising the performance of your PPC advertising is measurable allowing you to calculate your return on investment and to optimise to meet your advertising goals.

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