Before you start using PPC, read our explained guide to PPC. Google processes more than 40,000 search queries per second. That's equivalent to 3.5 billion searches per day. With printed materials, such as flyers and billboards, it's difficult to ensure you're presenting yourself to the right customer at the right time.
With proper PPC management, you can use segmentation to expand your reach. As a result, you're more likely to appear in front of your ideal customers. If you want your company to be associated with a particular keyword or phrase, you submit an offer to Google for the amount you're willing to pay to have your ad shown when someone searches for that word or phrase. However, you can also consider a brand recognition campaign, in which case you'll pay based on the number of people who see your ads.
The more competitive your market is and the more expensive your product, the more you'll have to pay to rank high on the listings. You'll quickly see which ads rank your ads at the top of a page, if they rank according to the amount of money you're willing to pay.