Why PPC adverts are economical and effective

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With the digital era truly upon us few businesses now are not taking full advantage of the potential exposure the internet can give them. Online marketing strategies are quickly rising in popularity as an increasing number of websites and businesses compete for visibility on the web. There are a number of online marketing strategies, which are available for businesses that want to increase their visibility; among them is PPC advertising.

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PPC, or pay per click adverts, are ads that are placed on hosting websites to attract potential customers. Every time that the advert is clicked the company or client, that is advertising their product or service, pays a commission to the hosting website, hence the name pay per click.

For pay per click advertising to be effective it is important that the location for the advert is considered carefully as this will be a significantly defining factor in how effective it is.

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Firstly it is important to find a hosting website that is generating a lot of traffic on a regular basis; this means that with a large amount of people using the site the chances of someone clicking the advert will be increased. In addition to finding a site that is generating a lot of traffic it is also important to find one with relevant content to the product or service that the company is offering. So if a webpage is dedicated to reviewing films then it would make sense to advertise a new film release there. By finding a site with content relevant to the product or service that is being advertised a company can ensure that it is reaching its target market. Even if a site has a significant amount of traffic, if the advert is not relevant to the sites content then the advert will probably not be clicked.

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PPC advertising is not just limited to hosting websites; such advertisements are often found on the results pages of search engines too. When this is the case the adverts are triggered by a keyword typed into the search engine that relates to the product or service being advertised, so the target market is still being reached. An example of this is Google Adwords. PPC adverts are an effective online marketing tool that, when they are used properly, can help to generate a significant amount of exposure for a company. Moreover it is economical too, the advertiser is only charged for every time the advert is clicked, so if it is not successful it will be reflected in the cost if the service.

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