Why Should I Consider Pay-Per-Click Marketing?

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Written By Robert Dunford
I am a Marketing Consulting in the Great Toronto Area with over 25 years experience in building and implementing marketing plans for small business.

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Pay-Per-Click (PPC) marketing can have a substantial positive impact on your brand and business. We all know that competition for online visibility is fierce, which is why you should take every weapon you have at your disposal to make your brand stay visible. In addition to a good SEO strategy, PPC can help you drive more website traffic and rise up on search engine result pages (SERP’s). Let me show you a few significant benefits of PPC that should make you consider implementing a PPC strategy.

  1. PPC Shows Results Quickly

Organic search traffic is vital for long-term online marketing, but it takes longer to show results and prove your return on investments. On the other hand, you can launch a PPC campaign today and see its results tomorrow. It allows you to track the traffic with Google Analytics and see how much you spend and what results did the campaign drive.

   2. You Only Pay When Someone Clicks

With PPC, you know where your money is going because you only spend when someone interested clicks on the ad. Unlike traditional offline advertising, PPC is straightforward and helps you target the audience that engages with your ads.

   3. Quick Start

An SEO campaign takes longer to bring you the same type of positioning, traffic, and attention that AdWords management can get you within hours of launch. In contrast to other channels, such as organic, social and email, Pay Per Click campaigns enable you to target the audience outside of the one that’s already aware of your brand.

   4. You’re in Control

PPC leaves you in control over budget flexibility (whether you want to start big or small) and you can set how much you’re willing to spend. You also choose how you want to reach potential customers and how you want to scale up if the results are positive. If you don’t want to scale up right away, you can pause your spend, take a break, and continue whenever you’re ready (this is hard or even impossible with other types of marketing campaigns.) You’re also able to optimize and edit while they’re running, as well as pull an ad out before it finishes its contracted cycle and save on every cost per click.

   5. Data from PPC Can Help Other Marketing Campaigns

If your SEO team wants to know whether a particular set of keywords is converting well, your PPC data can tell them. With PPC, you can test new products and get an early look at their reception or even promote things that are not appropriate in other marketing channels.


The overall conclusion is that PPC and advertising within sponsored listings of a particular search engine (paid search) helps you achieve your marketing and business goals. These goals may range from E-commerce sale or hot lead submission to thought leadership and high-level brand exposure. If you’re not using PPC yet, you need to know that it’s a potent tool that you can use to boost your marketing efforts and spur further growth.

All you need is time (4-6 months) and patience and you can get that new business through digital marketing efforts.   If you need results quicker, a website refresh and pay per click (PPC) program may be better suited to your needs.    Contact me.    We can discuss strategy on the phone or get a coffee.

Rob Dunford is a Marketing Consulting in the Great Toronto Area with over 20 years experience in building and implementing marketing plans for small business.

1 thought on “Why Should I Consider Pay-Per-Click Marketing?”

  1. Hi, Thanks for your comment. What you say is true in that Google must have internal conflict between providing the best search results for users and generating PPC revenues for their shareholders. I think as long as we know the rules, we can manage this situation and protect our brand names and ranking high in organic search because we are the brand owners.

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