What is PPC?

PPC stands for Pay Per Click – it’s the name used to refer to an internet advertising platform. When perform a search on Bing or Google you’ll find the organic results are complemented with listings at the top and down the right hand side of the page. These listings are paid for listings – and each time you click one of the links, the website is charged a fee by the respective search engine. PPC doesn’t end there though – you’ll also find PPC ads on many websites because they’re a good way to generate revenue to pay for things like domain renewals and hosting bills.

Popular PPC networks include Bing Ads and Google AdWords – there are lots of other PPC networks out there but Bing Ads and AdWords are considered to be the largest and most effective by many.

The pros and cons

PPC is great because:

  • You can drive traffic to your site almost instantly
  • When campaigns are managed properly, PPC traffic converts very well
  • It’s one way to complement other internet marketing campaigns such as SEO

PPC is bad because:

  • Single clicks can often cost upwards of $1 each (sometimes even $10 or more!)
  • If you don’t know how to properly configure a PPC campaign, you can lose a lot of money
  • As soon as your budget is depleted, no more traffic hits your site

If you’re wondering how content writing is relevant to PPC, you’re in for a surprise! PPC networks assign a quality score to adverts that you place on them. The higher the quality score on your ad the more relevant it is – therefore the higher the ad will be placed, and the lower the cost per click (CPC) will be. One of the best ways to increase the quality score on your website is to publish high quality, unique content. Of course other factors also come into play – but if your content is currently weak, you could improve your quality score a lot simply by ordering some new content for your site.

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