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The great thing about Pay-Per-Click advertising (PPC) is that there is so much data, meaning there is so much insight and so much potential. However, this also means it can be tricky for organisations to determine which metrics are most important to them. Is it impressions? Click-through-rate (CTR)? Cost-per-click (CPC)? Of course, it depends on your business goals. If your main goal is to generate brand awareness, then impressions is an important metric to measure. But for many organisations, impressions are often the least important metric in PPC. Focusing too much on the wrong metrics means organisations are not able to optimise their campaigns in order to achieve their business goals. This often results in them thinking that PPC is a waste of money, when in fact, it’s quite the opposite.

PPC stands for Pay-Per-Click and is a type of online marketing where advertisers pay a fee every time their ad is clicked. This system is a fast and efficient way for B2B organisations to capture leads (Brad McMillen). Your target audience is essentially saying they are interested in your service or product by searching keywords into search engines, such as Google. PPC advertising is basically a way of buying targeted traffic from search results to your website through short, specific ads (Rahul Pandey).

PPC and social media advertising differ in that social media ads are commonly used to target users earlier on in their buying journey. Social media ads appear in social network new feeds, as people are browsing the platforms, whereas PPC ads are shown to users as they actively search a query. Social media ads used in this way are more similar to display ad marketing, rather than search marketing. Social media platforms offer several options to reach the right audience at the right time. Similarly to PPC, you can use their targeting options to target an audience you feel will be interested in your products and services. You can also boost your posts to reach a unique and larger audience for generating more new leads (FaroTech, 2020).

Re-targeted marketing, or re-marketing, is a tactic used my marketers to nurture users who visit the website, or certain pages on their website. There are always potential leads visiting your site who may take a while to come to a decision on whether they want to purchase form you. In this situation, you can use re-marketing to encourage these visitors back to your site to complete their purchase or convert into a lead (Web FX).

Pay Per Click (PPC) is one of the most popular types of online marketing, through which businesses can strategically place their ads on online platforms (WordStream, 2020) for attracting more visitors to their websites when they are not getting enough visitors organically (Gooding, 2020). PPC marketing helps businesses in developing brand awareness, creating demand for their products or services, attracting new customers, generating quality leads and successful conversions (Perricone, 2021). Whenever an ad is clicked by a visitor, an amount is paid by the advertiser (Google Ads, 2021). The ad fee paid by an advertiser is regarded as Cost Per Click (CPC) and rates of CPC varies and ranges from pennies cents to more than £50. (Bluehost, 2016).

The benefits of partner marketing are becoming more clear. What was once thought of as a marketing tactic reserved for large companies with deep pockets is now a common tool for smaller, medium and even small businesses. In fact, some of the most successful companies in the network marketing industry make their bread and butter with partner exchanges.