One of the reasons why PPC is so important to many companies is that few other advertising models allow such specific control. You'll learn more about all of these elements of PPC campaign management as you progress through PPC University courses. One of the main reasons to use ppc advertising is because companies have very detailed control over how their budget is spent. These allow advertisers to set a specific objective for their campaigns and then have the advertising platform determine the most appropriate offer for each auction.
All of these strategies (although they vary from platform to platform) are why PPC is important for advertisers who prioritize data. In addition, since search PPC offers much faster results than SEO (weeks rather than months), it is possible to test keyword strategies in PPC and then use conversion rate (CR) and traffic data to determine if similar strategies would work for long-term SEO. Between the numerous changes in Google's algorithm and the 200 ranking factors, trying to get free traffic from search engines is a bit unstable compared to PPC advertising. Overall, PPC management is a difficult task, so investing in strong PPC management tools could be a great idea.
Now that you understand the benefits of PPC and have your key terms, let's dive into creating a quality PPC campaign with Google AdWords or some other platform. Unlike search engine optimization, which focuses on “organic traffic growth”, PPC advertising can offer marketers results as soon as their ads are published, practically overnight. In fact, for broad advertising strategies, PPC is important as a central part of a short-term digital marketing strategy of 26% in the long term.
