While designing your digital marketing campaign, it’s likely that a significant component of it will include PPC (pay per click advertising). Many business owners underestimate the benefits of PPC which limits their abilities to grow their online customer pool.
Pay per click advertising is a quick way to promote your products or services and reach potential customers, and anyone operating in the online space should be well aware of it.
What Is Pay Per Click Advertising?
PPC, is Search Engine Marketing (SEM) and when combined with SEO your business can target people who are likely already looking for whatever it is that you offer, which leads to an easier sale.
Appropriately named, you pay when someone clicks on your ad, bigger businesses may opt for a CPM plan (pay per thousand impressions) or CPA (pay when the ad leads to a conversion).
The main advantage here is that you reach a targeted audience quickly by specifying who will be exposed to your advertising and only paying when there is a result. Let’s look at the main six reasons why you should be aware of PPC.
Reason 1: A Cost-Effective Way To Advertise:
PPC campaigns, if appropriately designed, can be a very cost-effective way to get results. The best way to increase your chances of a quality campaign is to:
- Start with a small campaign and measure the results, tweak accordingly before you spend more money
- Keep a close eye on the impressions your ads receive, clicks and visits to your website and conversions, understanding what works and what doesn’t is the key to improving each new campaign
- If you are starting out, hire professionals to create and optimize the campaigns
- Lower your CPC costs through optimization allowing you to achieve more for a lower price
- Increase the budget on campaigns that are profitable
You may start out by running non-profitable campaigns while you figure out what works and what doesn’t. Eventually, however, you will get to a point where the money you are spending yields a positive return. Understand which keywords generate a profit and allocate your budget accordingly, making adjustments to your bids and targets along the way.
Reason 2: PPC Is Fast:
PPC offers targeted traffic quicker than something like SEO which takes a few months to get going. If, for example, you are using Google AdWords, you can select some keywords for which your ad will appear on the top of Google search results, Facebook Ads, on the other hand, targets a specific audience based on certain demographic characteristics.
Keep in mind that the quality and amount of traffic you receive will also depend on:
- The quality of your products and services
- The quality of your website
- How well optimized the campaign is
SEO helps with correct optimization and traffic building, but it takes time, PPC is basically instant. So why do people bother with SEO? The benefits of high organic rankings are much more significant, you just need the patience to get there.
Reason 3: Product Testing:
If you are a new business or you are undergoing quality control, the success of your campaign can reveal some very important things about what you are offering and its measurable.
This is not only true about your products and services, but also your website. PPC brings people in; the conversions depend on the quality of your online presence and what you are selling.
Testing and optimization are crucial to making sure your website works well and if your products are selling you’ll know you are on the right track.
Reason 4: Integration With Digital Marketing Strategies:
As we mentioned at the start, your digital marketing strategy will likely include PPC as it integrates with other marketing channels. If, for example, you are planning to use dynamic search ad campaigns, PPC will help reveal which keywords are best for your website by testing the effectiveness of different keywords.
PPC is also great for local SEO as you can use it to attract customers in your area.
Reason 5: It Helps With Retargeting:
Retargeting is a campaign that targets people who have previously visited your website. You can add code provided by something like Google Adwords to identify visitors who did not convert using cookies.
Once you have this information, you can identify and offer incentives to those people in hopes they will complete the sale this time.
Reason 6: PPC Is Suitable For Any Type Of Business:
No matter if you sell products or services, or are looking to raise brand awareness and generate leads, PPC can help you. PPC will help you to establish and expand your business online and is especially great if you have time-sensitive information which requires instant access to a target audience.
Use PPC to your advantage and unlock the potential benefits of digital marketing that plays smarter, not harder. Your budget will go much further if you do.
Also read: 4 Upcoming PPC Trends for 2019