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As Google migrates features to Maps and Search, Google My Business is now known as Google Business Profile.

You've probably heard the terms "Google My Business" and "Google Business Profile" used interchangeably over the years. Even if you didn't think there was a distinction between the two, you probably still wondered. Google has now made it clear that Google Business Profile will take over from Google My Business as the primary listing option.

"Why is PPC in Google Ads important?"

PPC is important for Google Ads Company, without a doubt!

Before creating a PPC strategy or making a sizable investment in an advertising campaign for a Google Ads Company, it's crucial to understand how PPC can increase your company's success. Being regarded as one of the most effective types of online advertising is the main advantage of this marketing strategy.
One of the most widely used forms of advertising, it provides quick results and trustworthy returns. Additionally, PPC visitors are much more likely to convert, which aids in increasing a company's visibility on search engines like Google or Bing.

Businesses that are unsure of PPC's effectiveness must first understand what PPC is in order to comprehend why it should be used as a component of their marketing strategy. PPC, also known as "pay-per-click," is a type of online advertising that is used on many different internet platforms. Simply put, it refers to advertisements in which companies pay for each click on their ads, which can range anywhere from a few cents to a few dollars.

PPC is a cutting-edge form of marketing and advertising. Pay-per-click advertising for google ads company focuses on driving sales and leads. After exhausting all of your options for organic lead generation, the next logical move is to launch a smart PPC marketing campaign. If you're wondering, how does pay-per-click work for you?

Here are a few of its unique advantages.


  • Excellent visibility and ongoing website traffic are produced by PPC marketing.
  • PPC marketing campaigns are extremely successful because they are built around the right keywords and have a well-organized network.
  • PPC has a strong emphasis on action and focus. It takes time to establish an organic presence. PPC advertising produces results more quickly than organic traffic generation.
  • You can connect with a group of people through PPC who are unfamiliar with your brand. PPC marketing expands your reach and, as a result, your potential response opportunities.
  • The outcomes of PPC are quantifiable. Impressions, views, and click-throughs can all be tracked. Setting up campaign tracking on your website is one way to generate measurable leads.
  • A PPC marketing campaign saves time because you can set up and start a campaign on any landing page and stop it at any time.
Cost per click (CPC) and click-through rate (CTR) are also factors in the PPC market. CPC is directly proportional to your budget and conversion goal. CTR aids in assessing your connection and communication with your target audience. A high CTR indicates proper targeting, whereas a low CTR indicates an unresolved communication gap.

The tools that can be used to Boost Your Business are:

  • Insight Tools provide information about competitors’ keywords, ads, and strengths and weaknesses. Examples- Keyword Planner Tool, Bing Ads Intelligence, SEMRush, SpyFu.
  • Create tools to help you create new PPC marketing campaigns and expand your existing PPC accounts. Excel, Google Ads, Adwords Editor, Bing Ads Editor, Unbounce, and WordPress are some examples.
  • Dropbox, OneDrive, G Suite, and Box are examples of collaborative tools that allow the entire team to access images, documents, files, and all assets in the account.
  • Project management tasks are handled by project management tools such as Trello, Podio, Jira, TeamworkPM, and others.
  • Automated Recommendations and Testing Tools for Ad Testing, Positive Keyword Suggestions, Quality Score Insights, and more.
Here's why using PPC advertising is critical for staying competitive.

It can provide immediate and consistent results.

Unlike SEO, which focuses on “organic” traffic growth, PPC advertising for Google Ads Company can provide marketers with results almost immediately after their ads go live.

This is why PPC is critical for businesses that want to generate revenue quickly or take advantage of a very short-term marketing window (such as for special events, product launches, holidays, seasonal sales, and so on). Indeed, for broad advertising strategies, PPC is critical as a core component of both short and long-term digital marketing strategies.

Advertisers set up their search ads on Google or Bing through each platform’s portal; they set up their ad campaigns/ad groups, set up a budget, and determine their ad parameters. – Once the ads are launched, they can begin immediately appearing in search results and attracting clicks/conversions. However, it is important to note that PPC campaigns can achieve better results if they provide sufficient feedback on campaign performance. – This data can be used to finetune campaign scope, improve keyword targeting, focus on high-value audiences, and use bid strategies more efficiently.

Part of the value of PPC lies in utilizing its short-term resulting data to reduce/cancel budgets for ineffective campaign attributes and focus on high-value campaign attributes.

PPC contributes to your company's revenue and goals

Another reason why PPC is important for Google Ads Company, that it directly contributes to a company’s primary KPIs and can directly (and measurably) bring in revenue. After all, that’s the whole point!

Given that, as previously stated, this type of advertising produces such quick results, the fact that it also serves as a reliable source of good revenue makes it even more appealing. Why use PPC marketing when running ads on search engines, partner sites, and social media costs money? According to Google, businesses typically generate $2 in revenue for every $1 spent on Google Ads. That’s an incredible ROI of 2:1!

Most PPC platforms include KPIs as campaign goals, allowing businesses to target specific business objectives:

  • Ads for search engines can be designed to generate a variety of results, including sales, leads, website traffic, brand awareness, app downloads, offline conversions, session duration, and much more. 
  • Social media platforms such as Facebook, Instagram, and LinkedIn all have similar goals such as brand awareness, product sales, video views, messages, app downloads, post engagement, and so on.

This is a major reason why PPC advertising is so important for online businesses. Major ad platforms are built with the goal of assisting businesses in growing online through a variety of ad styles tailored to your specific goals.

These ad types can assist businesses in advertising for their specific needs, as well as measuring and tracking results.

It's one of the most effective kinds of online advertising.

Statistics show that PPC is one of the most popular and effective forms of internet advertising for a Google Ads Company. According to Statistic data, search PPC is the most effective type of online marketing overall, with up to 20% of users claiming it provides the best ROI of any digital marketing technique.

Search engine PPC now accounts for 36% of retail sales and up to 46% of sales for “online only” businesses. It’s also clear to see why PPC advertising is critical for any internet business, considering that PPC traffic converts 50% more than organic traffic. Search engines and social media platforms are critical components of internet usage; almost every web user interacts with one or both of these components on a daily basis. Disregarding PPC would imply ignoring an important aspect of internet shopper behavior. Three-quarters of individuals (75%) believe that search advertisements make it easier to find the information they want.

PPC is effective enough that 79% of brands think it is a major driving force in their business. This degree of results is why PPC is necessary, and why employing PPC advertising is critical to staying up with the competition – most likely they are already doing it!

You have more budget control.

Pay-per-click advertising is entirely budget-driven, so it provides a much higher level of control than traditional paid advertising strategies. One of the primary benefits of using PPC advertising is that businesses have complete control over how their budget is spent.

Furthermore, for common paid ad styles such as search engine PPC, you only pay for clicks! There is no paid barrier to entry, and no ad budget is required. Companies can spend as much or as little money as they want.

Marketers can create a campaign hierarchy in Google Ads and Microsoft Advertising (Bing) that is divided into account > campaign > ad group > ads > keywords/audience. Popular social media platforms typically have a similar hierarchical structure. Marketers have complete control over how much money is spent on each campaign, group, or specific ad.

Unlike traditional paid advertising, PPC provides businesses with unprecedented levels of control for a Google Ads Company. This works because businesses can increase ad spend in areas/demographics/queries that work while decreasing ad spend in areas that don’t – implying that the importance of PPC is in its ability to squeeze every penny of budget for a higher return-on-ad-spend (ROAS).

This may appear daunting to many businesses, but it’s a big reason why so many choose to hire PPC management experts – especially when the benefit of getting a professional return on investment is so appealing.

More targeted and controlled advertising

Control over the ad budget, as previously stated, extends to other important ad metrics. Specifically, target audiences One of the reasons why PPC is so important for many businesses is that few other advertising models allow for such specific control.

PPC marketers using the Google ad network have complete control over which ads appear where. PPC allows marketers to control how, when, and where their ads appear, including which days, which locations, for which search queries (and by excluding keywords they shouldn’t appear for), which user demographics, which user interests, which previous purchases, and more. Control over target ad demographics can be even more specific for PPC across social media platforms.

Because these platforms have a massive amount of user data, they can provide ad options based on things like:

  • Data on age, gender, language, and other demographics.
  • Locations on a global, national, and even local scale.
  • User interests, hobbies, careers, and so on.
  • Previous purchasing habits, brand preferences, and web browsing
  • Device, mobile vs. desktop usage, and cross-platform browsing habits are all examined.
  • Education, income, and employment.
  • Life events
  • Political opinions.
  • And much more.

PPC can boost SEO performance.

Because there is a lot of overlap, search engine PPC and search engine optimization work well together. The significance of combining PPC and SEO is that businesses will be targeting the same keywords, on the same platforms, for the same audiences.

Although there is no direct link between Google/Bing PPC campaigns and SEO rankings, businesses that optimize both are more likely to improve SEO. PPC is important for SEO because businesses that improve their site and content for a higher Google Quality Score often improve their SEO ranking as well.

If you conduct the same keyword research and maintain the same keyword density, you are already halfway to completing key SEO and PPC strategies! Businesses that do both frequently believe, anecdotally, that PPC helps SEO. There are a few indirect reasons for this, which can make PPC advertising a valuable additional strategy:

  • Searchers who see a brand’s ad are more likely to click on the brand’s organic listing.
  • PPC ads can help a company’s brand recognition, making an SEO conversion more likely in the future.
  • Paid ad clicks can propel your pages to the top of Google’s page one, resulting in more sharing, mentions, and backlinks – all of which lead to higher SEO rankings.

Another reason PPC is important is data. Google Ads and Microsoft Advertising both provide ad platforms with a lot of feedback on ad campaigns. Marketers can use data from keyword research, keyword performance, A/B ad tests, conversions, impression share, and other sources to fine-tune their SEO campaign. 



Plus, since search PPC offers results much faster than SEO (weeks instead of months), it’s possible to test keyword strategies in PPC and then use conversion rate (CR) and traffic data to determine if similar strategies would work for long-term SEO.

Measuring and tracking data to fine-tune ads

Another significant advantage of PPC that traditional non-digital strategies do not provide is a wealth of feedback data.

Marketers can measure a wide range of metrics and use the data to improve their PPC campaign for specific keywords, target audiences, platforms, devices, demographics, and more. The importance of PPC is based on a company’s ability to accurately read data, make changes to ad campaigns, wait for new data, and then measure the effectiveness of their changes.

This field of advertising is extremely data-rich, providing marketers with extremely granular data and ad control. Because these changes can result in significant budget savings with even greater ROI, they are a big part of why PPC is so important in modern marketing. PPC allows businesses to:

  • Optimize clicks based on the ad budget you’ve set.
  • Set a specific desired cost-per-action (CPA) for each conversion type (such as product sales, signups, app downloads, and so on).
  • Aim for a specific return-on-ad-spend amount (target ROAS); in other words, a specific balance of spend and revenue.
  • Optimize conversion (in cases where businesses are willing to spend more money).
  • Increase conversion value (for ads targeting high-value keywords).
  • Target the lowest ad space bids.
  • Establish daily cost caps/budgets, as well as overall total budgets.
  • And much more.

PPC is important for data-driven advertisers because of all of these strategies (though they differ by platform). Most platforms, such as Google Ads, Microsoft Advertising, and Facebook, can automatically analyze your ad performance and make changes to your ads to target the aforementioned goals.

Visitors who come through PPC are more likely to convert.

Unbound data shows that 50% of visitors who arrive at a retailer’s website via a paid search ad are more likely to convert than those who arrive via an organic link.

PPC ads are one of the top three sources of on-page conversions, according to Formstack. Another big benefit is that PPC ads put brands immediately at the top of the search engine results page (SERP), where more than 40% of clicks go to the top three paid ad spots on the page.

Another reason why PPC is important for quick results is that for businesses willing to pay-to-play, it can be a quick way to get your brand/products in front of shoppers and gain revenue quickly.

It's simple to get started

All marketers agree that getting started with PPC is often extremely simple. 

Unlike content-focused marketing strategies, slow-working SEO, and time-consuming traditional advertising, PPC is simple to set up and launch. Marketers can set up a free account with Google Ads or Microsoft Advertising and begin creating ads almost immediately. Once ads are created and approved, they can immediately appear in search to begin driving results.

In comparison to other marketing channels such as email and social media, there is no prerequisite for organically building an audience or obtaining target audience contact information. These platforms walk marketers through the ad process, and once brands are ready to go live, they gain instant access to millions of global users.

Ads can be activated and deactivated instantly, which means that increasing brand visibility is as simple as flipping a switch.

Discover the Importance of PPC for a Google Ads Company

Our expert marketers can help businesses understand why PPC is so important for modern digital marketing and long-term business growth. Our paid marketing strategies help brands grow online by utilizing a variety of search engine management strategies. Contact us to learn more about the value of PPC advertising and to obtain PPC advertising services for your business.