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Frequently Asked Questions about Paid Search (PPC)

Here are the answers to some common questions that clients ask about paid search advertising or PPC.

If you don’t see your questions here, or you want more information, contact us today to speak to one of our team.



Paid Search or SEO – Which is Best?

If professionally implemented, SEO can offer a higher return on investment than any other marketing strategy either online or offline.

Naturally showing in search engine ranking positions (SERPs) is a great way to attract first time visitors and can largely determine the reach of your online marketing strategy.

While SEO takes longer to build and achieve organic position, it is the most cost effective long term online marketing strategy.

What Does Paid Search Marketing Offer?

PPC offers immediate results and exposure of your brand and products. It can be used to:

  • Target your ideal demographic
  • Increase brand awareness
  • Generate new qualified sales leads and measure their cost of acquisition
  • Faster results and more control over budget

We most often recommend a blended marketing approach combining both PPC and SEO to achieve client marketing goals.

How Will I be Charged for Paid Search Advertising?

There are several bidding styles depending on the goals of your campaign. Options include:

  • Cost-per-click (CPC) / Pay-per-click (PPC) – the most popular option for paid search ads. This means you do not pay when your ad is shown, only when a user clicks on your ad to view your website
  • Cost-per-thousand-Impressions (CPM) – Best for using if your goal is brand awareness and reach – you pay per thousand times your ad is shown
  • Cost-per-acquisition (CPA) – Also known as cost per conversion. You pay when a user completes a goal on your website (this could be submitting a contact or quote request form, a transaction, a download, a newsletter sign-up etc).

These are the main bidding types for search and display ads. There are also other options for video advertisements.

If you have paid search management from White Chalk Road you will be charged a management fee each month, payable to WCR.

Your advertising budget is paid directly to Google (or whichever advertising platform used) via credit card and based on the budget you have set.

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