A special feature of the internet as a result of society’s entrance into the digital age is the level playing field it creates for companies — regardless of their size, age or industry — to be found and recognized online. Digital marketing techniques provide the opportunity for any company to advertise online and drive traffic to their website, leading to more visibility and more clients. One of these key techniques in driving traffic to a website is pay-per-click (PPC) marketing. Paid search campaigns typically start working immediately. People who search the terms or keywords you specify, will see your business at the top of their search results, so you draw those users to your site, and from there, the goal is to convert those visitors to sales. 

Cost-Effective Advertising

PPC marketing is special in the sense that companies are only charged for this style of marketing when their ad is clicked on by users or visitors. This provides a vital option to companies seeking to be both cost-effective in their marketing strategies and strategic in the information they draw from the user interactions with the ads. Long gone are the days when purchasing ads was ineffective and expensive — PPC marketing makes advertising online more accessible than ever. By setting limits on your daily ad spend, you can ensure you don’t break the budget as you attract visitors, convert them to leads, and track your ROI for paid marketing. 


Ads appear when people search for things online using a search engine like Google – especially when they are performing commercial searches, meaning that they’re looking for something to buy. Keywords are an elemental part of PPC advertising, without a solid understanding of what keywords are and how to use them effectively, you’ll struggle to be successful with PPC.  It’s important to remember to only bid on keywords that are relevant to your business, so you can be sure to get ROI from your ad spend. Using keyword tools can help you find the trigger words for your specific business, along with negative keywords you’ll want to include in your ads. The more time you spend finding the right keywords for your specific business, the more competitive you’ll be with your advertising. Knowing the demand for each keyword can help you determine costs for your overall campaign. Effectively grouping and organizing your keywords can help improve your PPC strategy by enabling you to create more relevant landing pages, ad groups and text ads. Along with SEO and Social Media Marketing, PPC is another valuable opportunity to grow your business with data-based strategy.

Managing Applications

Typically, any PPC marketing campaign will be managed with Google AdWords and Google Analytics. These applications analyze your website traffic and set your ad placement, thereby providing you with the tools you need to amplify your business’ presence online and its general reach through promoted links on search engines. The basics of pay-per-click advertising are simple, however managing a successful paid search campaign can be overwhelming and confusing if you don’t know what you are doing. At Cross Dot Digital & Creative, we assemble an expert team to manage your advertising campaigns. We align your goals with our knowledge to increase conversions, maximize return on investment, and grow your business. Give us a call today, or check us out at www.crossdotdigital.com and let us design your next PPC campaign!