PPC: Laser-targeted visibility
How does paid search differ from organic search? With click-through rates and trust heavily stacked in
favor of organic search, why would a business look at paid search? Here are some of the benefits PPC
Position on the page. Paid search dominates above-the-fold content. With typically four ads on desktop
and three on mobile, a user will always see the paid search ads, even if they choose to scroll past them.
Improved ads. PPC ads are just that: advertisements. As such, you have far more granular control and
more space for delivering your marketing messages. Calls, locations, sitelinks, pricing and bullet points
(callouts) are just some of the options for creating ads that dominate the page.
Visual product ads. Where you sell a product, Google provides the option of visual shopping ads
(Product Listing Ads, or PLAs) that can help a user see what they will be clicking on. This kind of ad can
really improve the click-through rate by offering a feature not available in organic search.
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Brand visibility. Running paid search advertisements gets you seen by the right people. Even if they back
off and conduct a brand search before clicking to your site, that visibility will pay dividends to your
Budget. PPC allows for a tight control of budget. Determine how much you are willing to spend per day
(ideally with some initial and ideal ideas of returns), and set that fixed limit.
Targeting. PPC provides a laser-targeted way to get in front of potential customers. Ads can be targeted
by search keywords, time of day, day of the week, geography, language, device and audiences based on
previous visits. Organic traffic, by comparison, is far more scattersh