7 tactics to make the most of pay-per-click marketing

Despite a pivot toward content marketing, PPC can be cost-effective and quite successful—if you know its particulars. Follow these guidelines to save yourself money and undue aggravation.  

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The rumors about pay-per-click marketing’s demise are greatly exaggerated.

For years we’ve heard that organic traffic is what we all need, that PPC is inferior in every way to content marketing, and that clients appreciate when you give them high-quality content and are more likely to buy if you attract them this way.

PPC is done, some assert, and it is easy to believe it, with almost 27% of U.S. users and 11% of global users using ad blockers.

According to official statistics, however, 90% of users still view Google display ads, and, even more crucial, PPC traffic converts 50% better than free organic traffic. In other words, PPC is not just alive and kicking, but also more effective than ever.

Attracting organic traffic may be a viable strategy (and you certainly should do it, especially with a small budget), but entirely forgoing PPC in its favor is a folly.

Here are popular practices for PPC and lesser-known tricks so you can squeeze your AdWords dry in 2020.

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