By now, I’m sure you know all about how PPC advertising works, and you’re familiar with the massive potential for returns which it offers within modern marketing campaigns.

3 Things You Never Knew About PPC

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Although pay-per-click ads are one of the most powerful tools you can have in your marketing arsenal, there are a lot of common misconceptions and assumptions people hold about it.

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To chase some of these out, here are three things you never knew about PPC.

Mobile Devises Count for Over Half of All Paid Search Clicks

Internet use through mobile devices has gradually become a bigger and bigger talking point in the marketing world over the past decade.

Many prominent marketers consider 2016 to have been the last big push towards a completely mobile-optimized world.

While mobile optimization was a savvy suggestion throughout 2015, it’s now more or less a requirement if you want your business to get seen by the right people.

All business owners must ensure that their PPC ads are mobile-optimized. If they haven’t already, then they’re late to the party!

The Top 3 Spots Get 41% of the Clicks on the Page

While organic SEO tactics certainly aren’t worthless and have driven a lot of success for a lot of business, today PPC is a cut above them.

You could be the most accomplished SEO expert in the world, but the paid clicks from your PPC campaigns will always manage to outnumber the organic clicks you’re able to get from basic SEO. With facts like this, it’s no wonder that we’re seeing a massive boom in PPC firms like Kogneta, or Parxavenue.

The fact that paid clicks have such an edge over organic ones means a couple of things.

First of all, you need to make sure you’re doing enough to keep your quality score up, as the ads with higher quality scores will tend to appear in higher on-page positions.

Secondly, it means that even if you’re completely content with the current state of your SEO, you need to be investing in PPC.

For your digital marketing to be as successful as possible, you need to be applying a well-strategized balance of both SEO and PPC to get the top paid and organic spots.

PPC Isn’t Affected by Google’s New Algorithm

In terms of Google’s ever-changing algorithm, PPC ads are much safer than your SEO-optimized results.

Unlike some SEO campaigns, if you have a PPC campaign on the go and an algorithm update happens, you won’t suddenly be knocked out of the top spots.

Of course, there’s always the possibility of your AdWords account getting suspended. Outside of that, though, the only kind of algorithm that’s going to affect your PPC result is the quality score metric, which is always very accessible.

All in all, it’s much easier to play by the rules within the PPC arena than it is when it comes to SEO.

If you’ve been running a pretty SEO-heavy campaign, then it may be time to carve some of that budget off and use it for PPC campaigns, as they’ll be safe from any algorithm updates.