PPC (Pay-Per-Click) advertising has been at the forefront of internet marketing for more than a decade. There’s good reason for that. The medium has provided businesses with a unique way to reach customers across a variety of platforms. Whether you are paying for clicks on Facebook, Google or another medium – it provides a way to target your audience that was simply never available in print advertising or other media.

There are many reasons why your business should be engaging in PPC advertising outside of profit and return on investment. PPC advertising can have a profound impact on your standing within a given industry.

Spending Transparency

Much more so than most advertising platforms, PPC advertising gives you complete transparency in your ad spend. With PPC advertising, most platforms will give you direct access to the amount that you are charged for each individual click on your advertisement. All platforms allow you to set your own daily budget, and bid on each click. Additionally, you should be provided with information on the average bids of the competition to get some idea of where your bid rate should be in order to receive a good number of impressions. PPC advertising boasts the most transparent spending information of all advertising platforms, giving you complete control over how much you spend on individual advertisements and ad groups.

Brand Awareness Among Industry Insiders

Pay per click is also a great way to gain attention from others within your industry. Simply having your brand listed with other heavyweights within your industry can help to gain their attention and potentially lead to profitable partnerships down the road. Creating brand awareness with industry insiders can open doors and allow you to network with other companies in the same space more easily.

Brand Awareness Among Customers

The medium also provides a great way to create brand awareness with your potential customers as well. There is even value in those that click your advertisement and do not buy your product or service directly afterwards.  They may not purchase from you at that moment – but they are aware of your company when they previously had not been. They may be willing to purchase from you at a later date and will be more likely to interact with your company in the future in a variety of ways.

Small Initial Investment

Compared to print advertising and other mediums, pay-per-click advertising requires a relatively small initial investment in order to get started. Adwords and other similar platforms allow you to set your daily budget at small amounts during the initial stages. This ensures that you do not have to blindly dump thousands into advertising campaigns that may not see a return on the backend. Additionally, the ability to set a ceiling price on each of your clicks helps to ensure that you do not eat through your daily budget with expensive clicks that are unlikely to pan out.  This is great for small businesses that would like to dabble in online advertising, but start with a small budget initially to test the waters and gain a deeper understanding of the online advertising ecosystem.

Local Targeting

Prior to the rise of internet advertising, local targeting was limited to finding small, local publications. PPC advertising often allows you to geo-target users (only show ads to users whose IP address is located within a given proximity to a specified area). Additionally, you can target users in specific locations through the keywords you bid on. As an example, an auto mechanic shop in San Francisco could target users in their service area by bidding on keywords like;

  • San Francisco Auto Mechanic
  • San Francisco Auto Repair
  • Bay Area Car Mechanic

Being able to laser-target individuals in specific locations helps to ensure a higher return on investment, and better managed advertising spend.

On-the-Fly Optimization and Tracking of Campaigns

With most traditional advertising platforms, you were asked to commit to running your advertisement for a certain amount of time, regardless of how those ads performed for your business. Tracking the leads that were generated through those advertisements were difficult at best, with many companies relying on basic surveys asking where they had heard about the company to gauge how well a particular advertisement performed. Ad campaigns were optimized and tracked not individually – but on a complete basis, usually with several advertisements grouped into a specific category.

With PPC advertising you have complete control of tracking and optimizing your campaigns. Is a specific advertisement not performing well and losing you money? Pause it or delete it. An ad is performing well above your expectations? Increase its daily budget and cost per click in order to increase total impression numbers. PPC advertising allows you to track the return on investment of each individual advertisement, optimizing as you go. You don’t have to put in a “stop order” that takes several days to complete in order to keep them from running up your ad spend. You have complete control over which ads are shown to whom, and at what price.


PPC advertising is a medium that has helped hundreds of thousands of businesses to grow and better spend their advertising budget over the course of the last decade. Late adopters are certainly missing out on a huge opportunity that could help them to reach new audiences and enjoy the additional benefits that the medium provides. While the initial steps may seem daunting to those that haven’t taken them before – PPC advertising platforms are usually quite straight forward and intuitive.

*Disclaimer – Some of the benefits discussed in this article (such as access to cost per click data, other transparent data and on-the-fly optimization and tracking) may not be present when working with PPC firms. Many do not make this data available to clients.