Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is PPC?
PPC (pay per click) is an advertising model that allows marketers to place ads on an ad platform and pay the host of that platform each time their ad receives a click. When it comes to PPC advertising, the main goal is to lead the person viewing the ad to click through to the marketer’s business website.
The visitor can learn more about the business and its products or services and potentially complete important activities such as making a purchase, signing up for a newsletter or email campaign, or accepting an offer.
Typically, the ads in your PPC advertising campaign will appear on the search engine results page (or SERP) of a search engine of your choice. Search engines are popular advertising platforms because they garner a lot of traffic and attention and provide users with relevant results for their search queries.
Google Ads, Bing Ads and more are advertising services that work with real-time bidding (RTB), which is a system where advertising inventory is sold in private automated auctions that use real-time data.
When used in conjunction with SEO practices and other marketing strategies, PPC can make a huge difference in the success and overall reach of your business.