Online advertisement is something that we’ve all inevitably come across, which can take the forms of text, video, and image. No matter what forms of ads the advertiser is running, they’re two types of pricing models for online advertising—CPM (cost per impression) and PPC (pay per click). If you’re looking to increase visibility and brand awareness, you might want to go with the CPM model; if you’re looking for only spending money when you get a direct response, then PPC is the way to go.

Undoubtedly, online advertising has been gaining popularity. However, not every business has embraced it, partly because online advertising is still relatively foreign territory to them compared to traditional advertising. In this blog post, I’d like to talk about the advantages of online advertising, and specifically, one of the most popular online advertising mediums –Google Adwords PPC advertising.

We all know that in advertising or marketing, it’s essential for the advertisement to reach our target audience. With Google Adwords PPC advertising, you can target a specific geographic area, city, or region, and only advertise to users searching for your specific keywords. More importantly, you’re advertising to people who are either ACTIVELY searching for your products or services, or they are potentially interested in them based on the specific website they’re browsing.

There’s a saying for people who do traditional advertising, “I know that half of my advertising money is wasted. I just don’t know which half.” PPC solves that problem in that you only pay when people actually click on your ad, and you can measure each ad’s performance down to the single click. PPC also provides you with a wealth of real-time data regarding your campaign performance for you to analyze exactly what is working and what is not, so you can constantly optimize your PPC campaign performance.

Another advantage of PPC advertising is its flexibility since you can easily change one or several aspects of the campaign. You can change your daily budget at any time. You can change which day of the week, and even at what hour to run your campaign. In addition, you have great flexibility in terms of advertising copy. For example, if you have 50 advertisements, you can run all of them in a rotation at no additional cost, and you get real-time data on which ad copy performs better, so you can stop running ads that are performing not as good as the other ones.

It has shown that dollar for dollar, the ROI of PPC advertising is much higher than the traditional advertising, which is not really surprising given all the advantages listed above. It’s also worth noting that the data and insights you gain from a Google Adwords PPC campaign often provide valuable insight for your business. Therefore, PPC campaign is a great tool in your advertising/ marketing arsenal and should be taken into consideration when your business is contemplating what channel of advertising to go for.

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