Digital Marketing Class

In this day in age, internet marketing is one of the most important steps a company can take. Since everything is based online, companies often turn to online marketing to reach their target consumer. We are evaluating the best way to optimize search engine marketing. This type of marketing is used when a consumer looks up certain key words and results are given that will promote a company. For example, if I Google “dance companies near me” a dance company in Tampa is able to pay to have their company shown first. Which form of payment should companies invest in? Let’s take a look at both options.

PPC or pay per click is way to pay for search engine marketing. In this form of payment, you pay based on the amount of times consumers click on your advert. In a sense, this is beneficial because you may make an impression your target audience but you don’t necessarily have to pay for it. This is also a way to limit how much you spend as a company. Additionally, with this form of online marketing, it is easy to track your return on investment.

CPM is another alternative payment form of search engine marketing. CPM stands for cost per mile which means a company pays for ads based on every 1000 impressions made. This differs from PPC because you pay for impressions rather than clicks. However, it is nice that a company is able to pay for impressions in bulk rather than for each individual one. Even if a company does not have a person click on their ad, the consumer is still exposed to that company.

There are advantages and disadvantages for both forms of search engine marketing payment. Evaluate both and see which is the best for your company!