Pay-per-click, known widely as PPC, is a form of online advertising which, as its name suggests, means you only pay when your ad is clicked on by a user. The price of each ad is determined by a bidding process, which enables your business to control how much it spends. When carried out professionally, PPC becomes a cost-effective and rapid way to target specific people, drive traffic to your website and increase brand awareness.
Here, we discuss the benefits of running a PPC campaign for your business, no matter what the size or available advertising spend.
While Search Engine Optimisation (SEO) is an important online marketing strategy for any business that has a website, it must form part of a long-term plan. In essence, good organic rankings do not happen overnight – in fact, it can take many months for a website to rank for particular terms, especially in competitive industries.
PPC, on the other hand, offers immediate visibility to a highly targeted audience. For instance, with Google AdWords paid ads, your website can appear at the top of the search engine results page for certain keywords much more quickly than might be possible if utilising SEO alone.
PPC advertising allows you to tap into a specific audience, putting your business in front of the people who are most likely to be interested in what you are offering. With this type of advertising, you can target factors such as user demographics, location and the time of day your ad is shown.
When using Google AdWords, you can also target specific keywords that people are searching, which means that those who come across your ad are actively seeking those products or services. Choosing the correct keywords requires research and planning, but, if done correctly, it can increase the chances of a conversion, by directing people to a relevant page on your website which matches their search criteria.
With regard to display campaigns, you can personalise and serve ads to users who visit certain websites which are related to the particular products or services you are selling. This means that when a person who has visited your website before visits a website that is within the Google Display Network, your ad can appear within the footer or sidebar.
All of this enables you to make people aware of your brand and drive highly relevant traffic to your website, thus hopefully boosting sales and enquiries.
Once a lead enters the marketing funnel, every interaction they have with your brand afterwards will increase the chances of them making a purchase.
Through remarketing, you can target people who have previously visited your website and have, therefore, already expressed an interest in your products or services. Remarketing positions your ads in front of these people when they are browsing in Google or any of its partner sites.
On many occasions, people need time to think before completing a purchase, which is why remarketing is such an effective strategy. The person is already aware of your brand, and so the second “push” may be enough to convince them to make a purchase.
Control your advertising budget
With PPC, you are in complete control of how much you spend, since each ad is set by bidding and means you are able to tweak campaigns as you please. If a campaign is underperforming or showing little ROI, you can pause it at any time.
Managing a PPC campaign enables you to set a daily ad spend limit, meaning you won’t be hit with any unexpected costs. Once you have reached your limit, your ads will automatically stop until the next day.
As such, you are in control of your advertising spend. This allows you to make better-informed decisions, pinpointing the search terms that are the most profitable and adjusting your budget accordingly.
With PPC advertising you can easily measure your ROI in order to see whether it is a profitable marketing strategy for your business. Simply run a campaign for a week or two and then refer to your analytics tool to monitor its success. This will show you the number of impressions and clicks that your ads are getting, and then compare that against the revenue and sales being made.
Once you know which ads are working and which are not, you can make educated decisions to optimise and improve your campaigns so that PPC remains an effective strategy.
Running a PPC Campaign allows you to quickly identify the keywords that are working for your business and that can produce the most sales for you. This information is invaluable when it comes to optimising your site for organic results and building a strong SEO strategy.
When you gain a greater understanding of the keywords that are performing best on your PPC campaign, you can gradually step away from PPC and concentrate on garnering organic results by implementing these keywords into your content, heading, title tags and meta descriptions.
If you are considering running a PPC campaign, be sure to seek the help of a professional digital agency who will be able to carry out PPC management on your behalf. These people are well-versed in how to craft, manage and monitor strong PPC campaigns and can undertake the keyword research, bidding strategy, graphics and ad copy for your business so that you maximise sales and ROI.
Enlisting expert help makes the whole process as stress-free and manageable as possible so that you have time to focus on other important aspects of your business.