PPC as a marketing channel covers several different ad platforms, the most common being Google Ads and Bing Ads. PPC can be a great way to promote your business and reach new customers, but it can be a bit confusing at first for those just starting out with the channel. If you're a local company that wants to learn more about local PPC, head over to LocalIQ Marketing Lab's local PPC course. The most common thing is for companies to start their ppc marketing on Google Ads, for the simple reason that it gives access to the largest audience of customers and potential customers, as well as several different ways to configure and execute campaigns based on their objectives.
Compared to channels like SEO, PPC allows you to start seeing benefits very quickly; and this is absolutely one of the reasons it's so popular with marketers. PPC is a digital marketing channel that companies use to generate traffic and search engine conversions. If you're considering PPC as a marketing channel for your business, you'll want to know the benefits and why you should invest your budget here and not another. It's vital to track conversions to know if a PPC campaign works well and how many conversions can be attributed to paid search rather than to other marketing channels.
You'll learn more about all of these elements of PPC campaign management as you progress through PPC University courses. Your entire PPC campaign is keyword-based, and the most successful Google Ads advertisers are continuously growing and refining their list of PPC keywords.