There’s a reason why PPC (pay-per-click) advertising is one of the most popular forms of digital marketing. It’s particularly useful for small businesses that are looking for an effective and reliable way to reach their target audience. As you may already know, PPC involves running ads and paying whenever a click-through occurs.
Whether you’re trying to convince a boss or client to invest in PPC advertising or you’re on the fence about it yourself, the following benefits can help to make a more compelling case.
One of the main reasons why many companies opt to include PPC advertising in their marketing campaigns is its inherent simplicity. Between Google’s Ads and Analytics tools, you can easily track the number of views you’re receiving and what happens after people click on your ads.
By having access to a depth of metrics, you can quickly identify what’s working and what should be changed. This ensures that you always know whether your investment is rendering the returns you want to see.
Unlike most marketing methods, PPC advertising allows you to put highly targeted ads in front of the right people within a few hours. This makes it suitable for companies that are just getting off the ground and want to make a splash in their market. It’s also suitable for time-sensitive offers that need to be pushed to potential customers as soon as possible.
While there’s certainly value in SEO, social media marketing, and other methods that bring visitors to your website organically, PPC does it faster while capturing buyers that may not be within your current sphere of influence.
Ideally, you want to have as much control as possible when it comes to adjusting your campaigns to fit your goals and requirements. This is another area where PPC advertising shines.
In addition to providing full control over how much you spend, you can also narrow down on specific subsections of your target audience, regardless of your niche. Even if your marketing budget is on the smaller side, PPC advertising will give you the opportunity to gain exposure and make optimisations as it runs to further stretch your investment.
SEO marketing is complex and ever-changing, with rules and trends that can be frustrating to keep up with. Let’s not forget about the endless secrecy about the factors that provide the best returns. It takes time and patience to see your efforts pay off.
Granted, PPC advertising also has its trends. But you can rest assured that they aren’t nearly as frequent or disruptive as those that plague SEO. At the same time, you can partner up with a local agency that specialises in PPC to do all the hard work for you while providing better results based on their expertise.
Big Surf Digital is one such company. They can help you set up a PPC campaign based on your goals, be it to increase sales, improve your site or expand into new regions. They allow you to set your budget before doing the necessary research to give you an idea of what you can expect.
Another way that PPC advertising provides better returns is by ensuring that you only pay when someone clicks the ad and reaches your website. The same cannot be said for methods like CPM (cost per impression), which has you paying for exposure without any guarantee of subsequent action.
CPM and similar models also require a greater investment in the design and copy process to ensure a higher chance of a conversion. While PPC advertising can also benefit from a more careful approach, you still have the assurance that you’re only paying for interested potential customers.
Usually, potential customers who use your website and leave without making a purchase are considered lost leads. Analysing your bounce rates and number of repeat visitors will give you an idea of how many people that is. Low repeat traffic usually indicates that visitors aren’t coming back.
PPC advertising gives you the opportunity to capture those lost leads with remarketing. This refers to a method that keeps potential customers engaged by showing them ads of your business or offer after they leave your site.
Traffic and Sales
If you’ve already invested in an SEO campaign, you can probably agree that it takes time to generate a consistent stream of traffic. The returns on social media marketing also tend to only come to fruition with time. PPC marketing has the benefit of providing immediate exposure (depending on how much you invest) to drive instant qualified traffic.
This helps to increase brand awareness. Moreover, you’re able to directly target potential customers in specific sections of the buying process instead of only being able to capture them in the research phase.
Needless to say, PPC advertising is worth a shot. Be sure to consider it when drawing up your next marketing strategy.