PPC should be considered an asset, not a marketing expense. 

In 2022, PPC brought in an average of $2 for every $1 spent, with an average cost per click (CPC) of $1.16. And while social media is still a popular place to advertise, 40% of ad spend in 2020 was spent on search (73% of that going to Google). 

PPC offers several benefits not found with SEO or social media, including:

• Quick results: PPC advertising can drive traffic to a website almost immediately, whereas SEO can take time to show results. Platforms usually approve ads the same day, providing maximum exposure almost immediately. This could be a text ad via Google search, an image ad through Instagram, or even a video featured on YouTube. Using multiple platforms in different formats can increase your brand’s visibility.
• Reach your targeted audience: PPC advertising allows marketers to target specific demographics, interests, and location, which helps to reach the right audience. You can even target individuals based on their behaviors and interests; social media sites like Facebook can help you get your ad to the group that’s likely to convert into a sale.
• Measurable: PPC advertising provides measurable results. It allows marketers to track conversions, return on investment (ROI), and other key performance indicators (KPIs).
• Cost-effective: PPC advertising can be more cost-effective than traditional advertising methods, such as television or print ads, since marketers only pay when a user clicks on their ad, and they can set a budget for their campaign.
• Branding: PPC advertising can help to increase brand awareness. Even if users don’t click on the ad, they may still see it and remember the brand.
• Complementing SEO: PPC can be used to supplement SEO efforts. While SEO focuses on increasing organic traffic, PPC can be used to drive immediate traffic to a website while SEO efforts are still ongoing.
• Track your goals: Tools such as Google Analytics can help you track your goals. See how your ads are performing in real-time, and decide what needs to get done to reach your goals more efficiently.

• Reputation management: PPC can be used to bid on keywords matching a reputation event and directed to a landing page directly addressing the matter so you can control the narrative, instantly and professionally.

Overall, PPC advertising offers a cost-effective and measurable way to reach a targeted audience, generate leads and sales, and ultimately increase brand awareness.