With effective PPC campaigns, you can reach your target audience directly in their search results with specific ads that speak to the content they're looking for. When comparing other digital marketing tactics, PPC advertising stands atop the rest when considering total ROI.
While PPC ads are quite basic at first glance, the complexity of campaign curation is actually quite vast. Not only do you need to have an understanding of your target customer journey, but you also need to know how to optimize your ad spend, determine what keywords you want to target within search engines, and have a keen understanding of what converts and what doesn’t.
xNevertheless, when executed properly, PPC advertising is extremely effective and advantageous. What follows will be a discussion of what PPC is, how it works, and what the top advantages or benefits of PPC advertising are.
What you’ll soon learn is that in the world of digital marketing, you get what you pay for and then some…Let’s get into it, she’ll we?!

What is PPC Advertising?

Pay-per-click advertising is a form of online marketing in which you pay for every click your ad generates on the search engine results page. Used primarily to drive traffic to a website, PPC advertising is commonly associated with an increase in ROI, brand awareness, among other KPI’s.
If you’re unaware of the term, it’s likely more familiar than you might think. At its most basic, PPC ads are ads that tend to occupy either the top or side positions of search engine results pages. If you’ve ever used Google, Yahoo!, or Bing, you’ve likely been witness to a PPC ad or two…
As mentioned, its advantages for businesses are vast. Like all marketing tactics, while PPC advertising has its flaws, its benefits far outweigh them; it's one of the most common digital marketing tactics for a reason.
What follows is a discussion of the top advantages of PPC advertising!

Advantages of PPC Advertising

PPC marketing can be a highly efficient and cost-effective means of reaching the right market. Not only does it ensure that your business is being seen by the right audience but it ensures that it’s being seen by the right audience at the right time.
PPC advertising also offers a powerful combination of personalization and automation so that you can get what you want, without the time wasted on tedious marketing tasks. The best part? Unlike traditional marketing tactics, PPC advertising works effectively without the need to break the bank.
Simply put, PPC advertising boasts several advantages, both for businesses and digital marketing agencies alike. Below are some of the most advantageous benefits of using a PPC advertising strategy for your business:

• Provides Instant Results
• Results are Easily Measurable & Trackable
• Cost-Efficient & Timely
• Totally Controllable & Customizable
• Target the Right Audience
• Increases Web Traffic
• Boosts ROI
• Increases Brand Awareness

 Let’s dive into these advantages a little deeper! 

Provides Instant Results
In most cases, PPC advertising provides immediacy when it comes to results or lack thereof. This makes it an incredible tool for short-term goals as well as longer term goals.
Results are Easily Measurable & Trackable
With this type of advertising, you are able to measure and track the success of your campaign with ease. It gives you an in-depth look at what works and what doesn't work in terms of ad placement, keywords, and more.
What makes PPC advertising so great is that you can track your ads and measure their results. This means that you can see which campaign is working best and adjust accordingly. Results are also easy to track because they're usually instantaneous, or at least within a few hours. You'll know if your ad was clicked on almost immediately.

Cost-Efficient & Timely
Because of the higher return on investment, PPC is typically quite cost-efficient if done properly. Not only do you have complete autonomy over your budget and its flexibility, but you’re going to experience a return on your spend that you wouldn’t otherwise experience with other marketing tactics.
Totally Controllable & Customizable
One of the primary reasons many marketing professionals opt for PPC advertising is because of the nuanced ability to remain in total control of your campaign and the results that it provides.
Choose what keywords to use, where to place them, and what budget it’s set at. Even more, through the measurement and tracking of success or lack thereof, you have the control to adapt and change your campaign at a moment's notice.

Target the Right Audience
Paid search ads are one of the best ways to reach people who are actively looking for your products and services, and in real-time. Through keywords, ad placements, and choosing the relevant audience-type to target, you can ensure that your ad will be reaching the most ideal demographic for your business goals and objectives.
Increases Web Traffic
PPC advertising has a ton of advantages, but the primary one is that it increases web traffic. You can boost your website's rank in SERP and increase the likelihood of your website appearing as a result on Google searches.
A lot of internet marketers are turning to PPC advertising because it is starting to show some great ways in which it can increase web traffic. One of the most common uses for PPC advertising is when you want to generate traffic to one specific site or landing page, but it is showing some great success in boosting traffic for retargeting, too.

Boosts ROI
The ROI for PPC is typically higher than any other form of advertising because you only pay when someone clicks on your ad. Moreover, by gaining more impressions, clicks, and conversions, reaching relevant audiences, and attracting more leads, you ultimately increase the bottom line and boost total ROI.
Increases Brand Awareness
One of the advantages of PPC advertising is that it will help to generate brand awareness by directing ads to keywords. PPC advertising is one of the easiest ways to get your company name out there, especially to those who may not yet be aware of your business.
This means that when someone types in a keyword, they are more likely to see your ad which will in turn increase the chances of them clicking on it. The more you appear in search results, the more brand awareness you’ll receive.

Conclusion

Regardless of your industry, there are countless benefits to running a PPC campaign. While this article has explored several of the top advantages of PPC advertising, there are certainly many more that didn’t make the cut.
When deciding whether or not PPC advertising is the right marketing strategy for your business, it’s important to explore how it may or may not be relevant for you and your business.
In conclusion, PPC is a very effective digital marketing tactic. It's cost-effective and it provides the opportunity to reach a large audience that you may not have been able to reach otherwise.
The ultimate result? An increase in ROI and a boost to the bottom line!