Pay-per-Click (PPC) advertising is considered one of the most cost-effective online marketing tactics. In brief: you sign up for an ad space on search engines such as Google rather than merely rely on organic search results (rightfully the province of SEO or search engine optimisation).
The best thing about PPC is that you create an account for free and you only pay whenever someone actually clicks the ad and views your page. Other forms of advertising require you to pay for the exposure period regardless of whether you generate leads or not. Additionally, you have more control over your budget with PPC. You can set a specific amount daily, monthly, or weekly and suspend the campaign at your own discretion.
PPC is a highly targeted form of online marketing. By choosing the right keywords, you can gain better control over audiences who visit your site and attract quality leads who are actually interested in your products or services, the ones who are more likely to convert.
Remember that if a visitor closes your site right away, this sends the message to search engines that your site may not be that user-friendly or relevant, which can have an adverse impact on your SEO. Furthermore, through PPC, you can measure which keywords actually work so you can integrate them into your content marketing strategy.