While it greatly depends on the context of your business and your niche, PPC advertising could be a wonderful tool to achieve marketing goals. Setting up PPC campaigns is relatively quick and straightforward in almost every channel. Platforms like Google Ads provide an exceptional level of control on targeting, bidding, and scheduling. Furthermore, performance monitoring tools help track and optimize campaigns with ease. If done right, PPC could drive huge, quality traffic to your website and boost conversions with moderate costs.

It may be surprising to you, but the answer is a solid yes. In fact, on google which is the largest and most popular PPC channel in the world, the top three paid results on SERPs get over 45% of the clicks. Think about that when you hear people talking about how SEO is the only way to drive traffic to websites.

The factors that determine PPC advertising costs are your bid, the quality score of your ad, and targeting. A bid is how much you’re willing to pay for people to click on your ad. Quality score measures the relevancy and the copy and creative quality of your ad (and landing page) compared to competitors. Targeting includes the keywords and demographics you want to focus on. The more competitive the keywords of your choosing are, the more money you have the pay per click.