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Pay-per-click, also known as PPC, is a hugely effective tool for digital marketing and can amplify your brand awareness, bring new leads to your website and increase conversions in a matter of minutes.
If you are unsure or you are trying to convince your boss or client about the advantages of PPC advertising then continue reading because this is the article for you.
According to Moz, PPC yields 50% more conversions than organic advertising and you can benefit from this on any budget. Google statistics also show that through using PPC you can potentially increase your brand awareness by 80%.
If your business could benefit from higher conversions and increased brand awareness then PPC is the ideal solution. In this article, we are going to explore the advantages of PPC advertising, explain what PPC advertising is and how it works.
What are the advantages of PPC advertising?
The advantages of PPC advertising range from raising awareness of your brand to increasing conversion rates. Not only can you reach a wider audience and ensure that your brand gets in front of your ideal customer, but you can also collect a wealth of data that you can use to track and measure to improve your marketing strategy.
This cost-effective, fast and easy form of advertising works brilliantly with your other organic digital marketing efforts and can supercharge your results. In addition to this, PPC advertising can help you gain both valuable traffic and revenue for your business.
Before we explore these further with our top 7 advantages of PPC advertising let’s dive into what PPC advertising is and how it works.
What is PPC advertising?
Pay-per-click, commonly referred to as PPC, is a form of online advertising used by businesses to promote themselves across Google and other search engines, social media, and websites.
Typically the ad will take the user to a landing page which will lead to a conversion of some kind. This could be to make a purchase, subscribe to the channel or email list, download an ebook or pdf document, or even request a quote. The function of the landing page will depend on your businesses goals.
The most popular platform of PPC is on Google through Google ads. According to Google, their Google ad displays reach 90% of internet users.
You have most likely seen PPC at work if you have ever searched anything on Google. For example, the top search results that display a small ad sign next to them or the images down the sidebar of websites.
There are three main types of Google ads:
Search advertising
These are text-based adverts and are typically the top result options when you search on Google. These could be such things as sponsored links or shopping page ads.
Display advertising
These are typically image-based adverts and appear as banners in the sidebar or footer of web pages. Personalised retargeting ads are particularly effective here as they nudge your customer to make that purchase.
Video advertising
These are video ads that play before, during and after youtube content.
It’s not just Google that offers PPC advertising. Other forms of PPC include Microsoft advertising, Facebook ads, Instagram ads, Bing ads, the list is endless!
Whatever platform your ideal customer lives on, you are sure to find them with PPC advertising.
How does PPC work?
The method in which PPC advertising works has remained the same over the past few years. It is a simple and fast way to do digital marketing and can be easily A/B tested. Follow these steps to get started on your own PPC advertising.
Firstly, You need to identify the purpose and goal for your PPC campaigns. This will help decide what type of PPC advertising that you are going to conduct, who it is targeted at, and the budget for this PPC advertisement. In addition to this, when you know what you want to achieve you can monitor the effectiveness of your PPC advertisement against your goal.
Secondly, you need to sign up and create an advertising account with your chosen platform. This could be Google, Bing, Facebook, Instagram and so on.
Now it is time to create eye-catching ads that will attract your ideal audience. Put yourself in your customer’s shoes, what kind of advertising attracts you? Don’t overcomplicate it, keep it clean, clear and simple and remember to use keywords that speak directly to your customer. You can tweak and edit your ad at any time to find what works best.
Next, you need to identify the maximum budget that you are willing to pay for each click-through. Fortunately, you can change this at any point. It is always worth trying different budgets to find the sweet spot between cost and ROI.
After you have created your ad and set your budget, it then goes into an auction with other advertisers. You each bid for your chosen keywords or keyword phrases and this determines the order in which the ad is displayed.
Then when your ad is up and running with your chosen keywords and someone clicks on it, it’s time to pay!
Finally, It is important to protect yourself from click fraud with a filter such as PPC Shield. Non-human traffic is destructive for your PPC campaigns and your PPC budget. So to avoid wasting your budget, having incorrect data and a poor conversion rate, remember to get a protective filter that won’t allow bots to take advantage of your hard work.
Why is PPC important?
If you are still unsure about PPC advertising then you certainly won’t be for long. PPC advertising is one of the best ways to get your content in front of your audience quickly and cost-effectively all whilst learning more about your ideal client and how best to target them.
7 advantages of PPC advertising
If you do need a little bit more convincing, here are our top 7 advantages of PPC advertising.
PPC advertising provides instant traffic
Other forms of digital marketing are absolutely necessary to build long term brand awareness, authority and trust with your customers. SEO for example builds authority and shows value to your audience, but climbing the search result rankings takes time.
A major benefit of PPC advertising is that you can reach your potential customers quickly. It can generate instant traffic to your website for those that are interested in what you have to offer. The ad space is there, so you may as well take advantage of it.
PPC advertising is cost-effective
With PPC advertising you are able to set a maximum budget for each click on your ad. This means that you do not need to pay for every estimated impression, you only pay when a customer clicks through to your landing page.
Even if the viewer doesn’t click on it, you still get the benefit of your potential ideal customer seeing your ad, which can be just as valuable. As the old rule of 7 goes “consumers need to hear a message 7 times before they consider taking action”.
PPC advertising allows you to have total control over your budget, it is flexible and can be modified as and when you need it. If you find that something isn’t working particularly well then you can pull that budget and add it to keywords that are a lot stronger.
PPC advertising allows you to gather lots of data
Through PPC advertising you can gain invaluable data that can help you target your ideal customers. Not only will your PPC advertising benefit from this, but you can use this data to support your other marketing efforts such as SEO and social media marketing.
You can learn which keywords are the most prevalent to attract your ideal customers. You can also learn from the impressions, click-through and conversion data to see if your ad is attractive and that the landing page is valuable to your ideal clients.
PPC advertising is measurable
This type of marketing is measurable and trackable and as such it provides insight into what is working, and what is not.
Unlike some other forms of advertising, you can gain a clear picture of how your campaign is performing, the kind of traffic you are receiving and whether or not you are getting the results. This helps to clearly identify your ROI.
All the platforms have different tools which you can utilise to measure and track the success of your PPC campaign. For example, through the Google ads tool and Google Analytics you can measure impressions, clicks and conversions conveniently and in real-time.
PPC advertising offers stability
Unlike the majority of other digital marketing methods, the algorithm for PPC advertising tends to stay fairly consistent. The Google algorithm is something that you need to monitor to make sure that you are still ranking across search engines, social media and so on.
However, because the algorithm for PPC tends to stay fairly consistent, you are able to predict how your future campaigns will perform by using the current metrics.
PPC advertising is quick and easy to test out
PPC advertising is easy to produce and does not require a specialist design team to be effective! It is simple to set up and is easily utilised by any business.
One of the greatest advantages of PPC is the ability to conduct A/B testing which is simply the process of trial and error. You can find what best works for you to achieve your goals. Trial various designs, keywords, budgets and use the data to see what converts.
PPC advertising supercharges your marketing efforts
Any digital marketing efforts that you are currently undertaking can be supercharged with PPC. Organic marketing builds the know, like and trust factor with your ideal clients.
However, PPC can supercharge the effects of your organic digital marketing. With a clear design and effective keywords, you can answer your customers’ pain points and be right there on their social media or search engine exactly when they need it!
Sources:
- https://www.ppcshield.io/click-fraud/
- https://www.smallbizgenius.net/by-the-numbers/ppc-stats/#gref
- https://skai.io/monday-morning-metrics-daily-searches-on-google-and-other-google-facts/#:~:text=Although%20Google%20does%20not%20share,2%20trillion%20searches%20per%20year!
- https://www.semrush.com/blog/what-is-ppc/#header3
- https://www.digivate.com/blog/ppc/benefits-of-ppc/
- https://www.webfx.com/internet-marketing/benefits-of-ppc-advertising.html
- https://www.searchenginejournal.com/ppc-guide/ppc-advertising-benefits/#close
- https://www.digitalthirdcoast.com/blog/google-ads-statistics
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