Digital Marketing Deep Dive Part II: Pay Per Click


Digital marketing is a complicated venture, requiring a many-pronged assault in order to cut through the constant clutter and noise of the internet.

In the first half of this two-part series, we took a deep dive into the world of SEO: what it is, what it’s advantages and disadvantages are. In this second part, we will give the same treatment to another popular online marketing strategy: Pay Per Click Ads.

Pay Per Click
Pay per click campaigns allow you to place an ad targeting certain search engine keywords. While there is still a requisite level of optimization for your page to be considered a good fit for the keyword you are looking to purchase an ad for, the process is a lot more straightforward.

One of the major benefits of PPC is its clarity: unlike SEO, which is cloaked in arcane mystery, you are literally getting what you pay for when you have a digital marketing company place your ads on Google or another search engine. PPC also offers a fairly consistent return on investment if your website is properly set up.

Another significant advantage of PPC is simply the ability to make impressions. It’s estimated that 82.6% of internet users use search engines, so even if people don’t click on your paid ad, they will likely still scan over the name.

One of the biggest disadvantages of PPC is the fact that only 20% to 30% of search engine users will click the advertisements. That means that despite your increased visibility, you are not bringing in as many clients as an organic search result might.

Another disadvantage of PPC, at least in the case of Google, is that you will need to become Adwords certified before you are able to place the ads yourself. That means you either need to spend your time learning to use Google’s AdWord program or else pay a digital marketing company to do it for you.

Both SEO and PPC offer great advantages fo your company. It is important that you incorporate both online marketing techniques into your overall strategy. Working with a digital marketing firm will allow you to create the perfect marketing strategy for you and your company.