Presently, social media platform has taken over majority of platforms to spread the buzz. People hang out individually, with peers and in communities online on the social media and can be found active almost all the time. Whether it is the way people meet new people and socialize over the internet or the way commercial activities are taking place online, everything has changed by being just a click away. In fact, click just on the finger tips has gained a unique importance in ecommerce activities, and means so much more to companies nowadays. On ecommerce through social media platforms, addition of call-to-action button results in converting scrolling of a post to profitable transaction. Many websites, search engine results pages and social media platforms have a complete system of pay-per-click (PPC) ecommerce activities. It is not wrong to say that pay-per-click has turned into a profitable or revenue based activity for many individuals, companies and social media account handle owners.
 

What is the emerging concept of pay-per-click (PPC)?

Pay-per-click is the part of ecommerce activity where the owner who places ads on a website ‘pays’ each time the ad is clicked by a viewer.
 

How does this PPC model work?

Companies have always placed their ads to attract public, and now online medium just offers a cheaper mode to do so. So each time a company puts up their advertisements online on social media platforms, some PPC supporting websites or their ads are shown under search engine result pages, it generates brand awareness and leads people towards their site. When the viewer clicks on their ad to view more, these companies simply pay to those platforms, websites or search engine as a part of marketing strategy. According to various studies, a trend has been seen that the most popular medium of pay-per-click is through search engine. What actually happens here is, a company puts up an ad, with additional links, contact info, etc which are shown on top of the search engine research page. As long as ad keeps running, the company’s website ranks higher on the SERPs. When the button is turned off that same ad is removed and website turns into Search Engine Optimization one which relies heavily on organic growth.
 

Does your company need PPC management?

First of all, let’s define PPC management. PPC management is the way to oversee and manage the expenditure made on ads. No doubt in today’s ever-growing e-commercial world, companies need Pay-per-click! This is because online placement of ads is very cheap compared to conventional ads through broadcast media. PPC management is important because it also gives an option to manage costs yourselves rather depend on third party, which leads to cut in costs of marketing campaign. Now that we have understood the importance of PPC, there is a whole set of data for analysis based on which actually aids in coming up with new strategies, altering previous strategies depending on what the data represents. For example, your company notices that female gender is causing more traffic by clicking beauty product ads frequently. Additionally, you find your company is incurring more expenditure based on this strategy under PPC; then it is time to put up more content based on videos or blogs attracting more females by setting demographics based on female, their age, their location, etc. It will also prompt decision if you can hire teams to do it internally, you yourself can dedicate time to it to cut costs. In case brand awareness is more important and you need to spend time on other activities, then the strategic decision of a third party can play a good role. As it is more than evident that PPC management has added a completely new dimension to the overall marketing strategies conducted in the world of e-commerce, and it is an essential part for your company as well.