The most obvious reason a business would need to make use of PPC advertising and retargeting is that this is one of the most targeted forms of digital marketing. Studies have shown paid search advertising to be twice as effective in generating sales compared banner ads and other conventional display advertising. Further, PPC advertising only requires payment for ads that have actually been clicked, resulting in a visitor. This offers a reward value proposition for any business looking to increase traffic to its site.
The other reason businesses often make use of PPC marketing is that this digital marketing channel delivers quick results. For instance, traditional search marketing strategies such as search engine optimization can take months and even years to yield profitable results. And even then, constant work might be necessary to keep up a business website's reputation. With PPC advertising and retargeting, the results are more immediate, which makes it even possible for a business to plan new product releases around PPC marketing campaigns.
PPC advertising and retargeting is also able to provide better quality traffic to your business site. Because a PPC campaign is so specific with its use of keywords, the customers that eventually land on your site are more likely to purchase what you are offering. With other online marketing campaigns, traffic tends to be a bit more more generic, and as a result, conversion rates can often be considerably lower in comparison.