Here are 10 of them:

1. It is scalable
2. It’s measurable
3. It’s flexible
4. It’s faster than SEO
5. It’s usually easier than SEO
6. It’s taking over the SERPs
7. It’s engaging
8. It converts
9. It’s complementary to other marketing channels
10. Your competition is it

Over the years, my response to this question has changed. In recent times, I’ve come to embrace the more-can-be-better approach, allowing the platform to assist in sorting out what’s performing best. It is best practice to utilize the setting “Optimize rotation: prefer best performing ad.” We highly recommend using this setting as Google’s algorithm can help your conversion performance. It is recommended to have between 4 – 6 expanded text ads in an ad group and at least 2 responsive search ads within an ad group. Responsive search ads are meant to run in tandem with expanded text ads, so be sure you have both ad types running in all ad groups.

For the first time ever, digital advertising spending will surpass traditional ad buys, so more and more businesses are discovering the value of campaigns like pay-per-click (PPC). Thanks to the speed to market, performance data and budget control that PPC advertising offers, it is a high-value method of presenting your products and services to the right audience at the right time.

It’s quite tough to get your site on page one for search results. With PPC ads, your website not only gets “front and centre attention,” but it is also displayed to customers who are looking specifically for your product or service. Plus, these eye-catching ads can be more affordable for small businesses compared to other types of advertising.

When it comes to PPC advertising, you have several options. Google Adwords is the most popular, but there are several others that you should research. Here’s a quick list:

Google Adwords

Bing Ads

Yahoo: Search Ads

To start, you might want to opt for a text ad. However, you can create a PPC ad that’s a banner, video or product listing. When getting started, use the guidelines below to design your ad:

• Headline. Just like a newspaper, your ad needs a short, attention-grabbing headline.
• Display URL. This is the link that is displayed with the ad and clues customers in on the company that’s hosting the ad.
• Destination URL. This is the link that customers will go to if they click on the ad.
• Description. You’ll need to describe your product or service in a few words to entice customers to click on your ad.
• Of course, there are length restrictions for each component. For example, with Google Adwords, headlines can only be 25 characters long.

Although search engines vary, most use these three basic targeting options:

• Device. You can choose which devices you want to target including smartphones and desktops.
• Location. You can target people within a certain geographical area.
• Language. You can select a specific language to target.