Pay-per-click (PPC) marketing channel, also known as paid search traffic, refers to all website traffic that comes from paid ads on search engines. Though the PPC marketing channel can cost you a much larger amount of money compared to other methods, you can be guaranteed that your product and store website will reach specific target customers. There are many different PPC ads networks, such as Bing Ads and Amazon Advertising, but at this moment, the two channels that are most used for paid ads campaigns are Google and Facebook.

Google Ads gain a reputation as the easiest channel to use and for many marketers, the primary source of all PPC advertisements. Google PPC guarantees that your paid ads will appear at the top of search engine results, meaning that potential buyers will see your page first when they enter search terms that match your ads campaign. However, remember that as you need to pay for Google each time a user clicks on your link, your conversion rate should be high enough for a good ROI. Otherwise, your might overspend your marketing budget without winning any real customers.

Along with Google, Facebook is also becoming a dominant paid marketing channel, with around 2.8 Billion Facebook Ads is believed to provide the best return on investment (ROI) due to the fact that Facebook advertising proposes an enormous customization potential. It’s not a secret that the platform contains a lot of personal information about its huge number of users, so it’s entirely possible for you to target your FB ads based on certain features, including gender, age, marital status, career field, interests and many more. Another great point of Facebook Ads is that it lets you define how much you want to spend with a variety of formats, such as the overall amount, your daily budget, and your cost per result.