In 2019, there are few things more ubiquitous for advertisers and brands than Google advertising. Ever since this tech behemoth became the go-to source for searches, information, and business decisions, advertisers and organizations have been leveraging their impressive global reach in order to access the exact audiences they most want to target. After all, Google ads are cost-effective, highly customizable, and uniquely targeted to appear when users are searching for an exact target or service (or sometimes the product or service of a competitor.)

In the world of digital marketing, there are few concepts more common and discussed than PPC advertising. PPC, or pay-per-click, experienced its rise alongside the rise of Google, who pioneered the concept and turned it into one of the most lucrative businesses of all time. Advertising now accounts for over 97% of Google’s total revenue, almost all of it through its Ads program. But PPC isn’t just a tool for making Google richer—it’s also a powerful way to bring in new audiences, leads, and customers to your business through the power of Google search results.

WHY PPC?
While much of the content on our blog focuses on traditional or organic SEO, that doesn’t mean that PPC doesn’t have its place on the digital marketing landscape. In fact, there are many reasons that PPC is important including it’s easier to track return on investment, it’s quite easy to target the specific audience you want (for example, LinkedIn allows for targeting by title, company or even groups or associations individuals are connected with or belong to), and there is the control aspect. Businesses can spend as much or as little as they want to reach their campaign goals. Finally, PPC allows a company to have an immediate presence for certain keyword term searches, which may take time to accomplish using organic SEO