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Search engine optimization (SEO) is one of the important digital marketing strategy. It has taken a unique place in the digital world where small businesses can get huge benefits. Below you will see some of the SEO basics like pay per click (PPC), pay per impression (PPM) and pay per action (PPA) and its advantages.
| Pay Per Click (PPC) | Pay Per Impression (PPM) | Pay Per Action (PPA) |
| PPC is an important Internet marketing strategy. It is beneficial to the advertiser as he has to pay to the publisher only when the visitor clicks on the ad. Here most of the people click the ad who are interested in your products and services. |
Another name of PPM is cost per thousand impression (CPM – the letter “M” in the abbreviation is the Roman numeral for one thousand). Here you have to pay certain amount to the publisher for every thousand impression. | PPM is also called as cost per action where advertiser has to pay to the publisher only when certain action has been done by the visitor. |
| Generally PPC ad appears on the top or right corner of search engine results. And on the top of the search results, these ads are highlighted shown above the organic search results. | When your ad is seen by the visitor then it is taken as an impression. The pricing style is close to the print media where you need to pay to show your ad. | In this PPA campaign, the action is said to be taken place only when your prospective or potential customer makes a phone call to the number listed in your site or has filled a form for an inquiry or has send an email or made a purchase. |
| Advantages of PPC campaign | Advantages of PPM campaign | Advantages of PPA campaign |
| Generates traffic to your website. It is the fastest and easiest way to get noticed. | Your ad will be viewed by large number of viewers | The main advantage is, you pay for the performance (sales, leads, inquires or calls). |
| It is cost-effective, here you have to pay for the number of clicks clicked on your ad. | It generates organic listings. | Easier way to get profit to your business in the form prospective customers. |
| You can control your campaign to the specific areas where your targeted customers are available. | Your ad will get more exposure as there is no clicking on the ad unlike PPC. | Easier way to prepare a budget. Here you have the ability to allocate separate pay for the different actions like purchases, emails, inquiries, etc. |
| It is a level playing field, where you can equally bid with the big businesses for the right keywords with the publisher. | It is the quickest and effective form of advertising your business to the wide range of the people. |