PPC, or Pay-Per-Click advertising, can either be a waste of resources, or an incredibly important addition to your growth strategy. Part of the debate centers on the fact that when viewing search engine results, people barely notice the ads to the right and at the top. In fact, research shows organic search results are 8.5x more effective than paid search results.

On the other hand, a report from the Interactive Advertising Bureau (IAB) showed search ads accounted for $9.1 billion, or 39 percent, of the total Internet advertising revenue for the first half of 2014.

Why the huge spend? PPC holds a slight edge in conversion rates, and are 1.5x more likely to convert click throughs from the search engine. Also, getting on the first page in SEO can seem impossible for some companies, so giving more resources to paid ads could make sense. It’s clear that a complete strategy for search engines should include both SEO and PPC. In this video, you will learn some of the best practices for PPC in 2016. and how to increase conversions and minimize your Cost Per Click, or CPC, which is the cost you pay each time someone clicks on your ad.

 

View the presentation here.