Pay-Per-Click (PPC) marketing is one of the fastest ways to increase your visibility on search engines, and ultimately drive new, targeted traffic to your website. A successful campaign will generate profit and a return on investment faster than any other marketing method. Let’s take a further look into how a PPC campaign could benefit your business.
What Is PPC?
Search engine advertising is one of the most popular forms of PPC marketing, and is more commonly known as Google Ads. Facebook advertising is also a form of PPC as you are also charged when someone clicks on your ad. In essence, PPC is a way of buying visitors to your website, rather than organically driving them to your website with SEO.
PPC is a very popular marketing method. It allows businesses to bid for the placement of their ad in the top advertising spots on Google. The ads only show when people search for a keyword related to the product or service the business is selling. The best thing about PPC is that you can fully track the Return On Investment (as long as conversion tracking is set up correctly). A click that may cost you £2 could end up generating you £200 of business, depending on your average order value. So as you can see, the profit margins are fairly high.
We could go into detail about the specifics of how a Google Ad campaign works, and the whole auction process, but we’ll save that for another day. It is more important to understand how PPC could benefit your business to begin with.
Benefits of PPC Marketing
PPC is more of a ‘sprint’ marketing technique, whereas SEO is seen as more of a ‘marathon’. If your business is wanting results fast, PPC is the answer to your problems. As long as you have a good website up and running, it doesn’t take long to set up a Google Ad campaign.
Reach The Right Audience
You can be very specific with a Google Ad campaign as to exactly who sees your adverts. There is the option to choose which platforms to display your ads on (for example Search Partners including YouTube). You can choose the time of day you want your ads to appear, the location, keywords that trigger your ads, and lots more. It allows you to have complete control of who you show your products or services to.
No Fighting Against The Algorithms!
SEO is a constant battle against the ever-changing Google algorithms, and you will always be one step behind due to the nature of how the updates are rolled out. With Google Ads, there is no dependence on the algorithms at all. You can quickly create profitable campaigns that are not affected by changes made to the search engines.
Taking Advantage Of Business Opportunities
If you carry out a quick search of a branded keyword, such as ‘Monday.com’ you may notice that there are lots of other paid search results showing for other project management tools such as Asana and Teamwork. With Google Ads you can actually bid on competitor terms, so that your ad appears when people type in your competitor’s brand name.
PPC can be used to target keywords that are related to your industry. What that means is that when someone searches for those terms, your adverts will appear. Remember that you only get charged when someone clicks on your ad. So if the person scrolls down to the organic listings you will receive extra brand awareness for no cost!
There are no budget restrictions with PPC, you can literally spend as little or as much as you like. You set the daily budget you would like to spend, and Google does the rest for you (it is worth bearing in mind that they can spend 20% over the budget you choose though). As you can measure every small detail in the campaign, you can analyse whether you are making a profit or a loss quite easily.
Extensive Reporting Features
The Google Ads platform has its very own reporting section within it, allowing you to get a real insight into how your campaigns are performing and ways in which you can optimise them further. Without the right tools, how can you see what is working and improve your campaigns? Testing and measuring are the most important things when marketing your products or services.
Works Well With Other Marketing Channels
PPC and SEO work very well together. This is because SEO takes time to build up, so you can be doing that in the background whilst getting instant results from Google Ads. Once you have then improved your organic rankings, you will not need to spend as much money to place your ads at the top of search engines as you will already be there organically.
Highly Targeted Campaigns
Google Ads opens up a whole new opportunity for targeting new audiences. You can also run remarketing ads based on the past behaviours of your website visitors, or by selecting specific audience demographics on the display network.
Data At Your Fingertips
All marketers go on about data, but for good reason! There is lots of performance data available within the Google Ads platform once your campaigns have been running for a week or so. Using the information on clicks, impressions, and conversions, you will be able to align all of your other marketing to your PPC strategy. The keyword planner tool is also great if you are not sure what keywords to target.
So there you have it, the top 10 reasons why PPC is beneficial for businesses. Google Ads is a learned skill, and you can even take free Google exams to prove your competency. Feel free to have a read through our recent blog on how SEO can benefit your business too.