Pay Per Click or PPC advertising is the basic method utilized to advertise your business or website over the internet. With a PPC campaign, one can exactly pinpoint the visitors that come to the website. This happens through the visitors’ clicks on your sponsored search result, banner or link, which takes them to your website. Google and Yahoo are the leading players in this market.  But all people who see your link or ad may not necessarily click on it. Such instances when your ad appears but is not clicked through are called impressions or PPC impressions. Impressions can be defined as ‘the number of promotional units’ a specific person gets subjected to. The rate at which your ad impressions get successful in getting clicked is referred to as the ‘Click through Rate’ (CTR). And while you may or may not pay for these impressions, they are still effective tools that can lead to more traffic to your website. How Can Mere PPC Impressions Lead to More Traffic? Do not undermine PPC impressions. They are directly linked with your online income. A higher number of impressions eventually translate into an increased number of click throughs. And more clicks of course mean more traffic to the advertiser’s website, which is the ultimate goal of running a PPC campaign. Another way PPC impressions are helpful in eventually leading to more website traffic is by increasing awareness about the website and keeping it in the users’ consideration set. This will increase your chances of being clicked by a user in future. Human psychology makes users naturally prefer familiar names and products as opposed to the ones they don’t know about. This familiarity or awareness is something that is induced by PPC impressions. Purchasing more impressions is a decision that will also depend upon the type of your business and/or product as well as your target audience. The pricing of PPC impressions is often done in terms of CPM or Charge per Thousand.

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