By Evan from Everconvert
According to recent statistics, over 3.5 billion searches are conducted daily on Google. A great portion of these searches are consumers looking for products and services. If you don’t have a strategy in place to reach out to this audience, then your business is missing out on a great opportunity to maximize your revenue and grow your business. The team at EverConvert is here to help you leverage the benefits of using PPC advertising for your business.
With businesses, now more than ever, focusing on online tools to promote their brands, PPC(Pay-Per-Click) advertising is standing out as one of the most effective and dominant strategies of drawing in customers to your business. Whether you are a large company or small business running on a modest marketing budget, there are very few marketing strategies that enable you to reach out to your target audience at any moment of the buying process like PPC. With PPC, you are able to promote your brand to potential customers who are looking for products or services such as yours at the exact moment that they perform the search.
What is PPC?
Before delving into why your business needs PPC advertising, it is important first to have a clear understanding of what it is.
Basically, PPC or Pay-Per-Click is a digital marketing strategy where you run your ads on a PPC platform such as Google Ads or Bing Ads, and then you pay when a user clicks on your ad. The amount that you pay is all up to you, however, depending on your bid, Google or the PPC platform that you chose will determine the frequency of your ads and the position that they are placed. Therefore, businesses that invest more will get more priority.
However, the high bids are commonly witnessed with businesses in the insurance and legal fields due to the highly competitive nature of the market. In other industries, on average, they spend only a few cents for every click, which is very affordable.
If you are on the fence about whether Pay-Per-Click advertising is right for your business, then here are the top benefits of incorporating it into your business campaign.
1. Targeted Advertising
One great benefit of PPC is that it allows you to target your perfect audience based on specific keywords, interests, geographic location, and behaviors.
You are able to choose specific terms that people will most likely use to search for a product or service that you offer. With the right keywords, you are able to directly target customers that are already ready to buy rather than those that are in the research phase; hence, you are highly likely to realize a higher conversion rate and, thus, higher revenue. If keyword targeting is too much for you, then you can choose to modify your campaign by location.
PPC enables you to reach customers who aren’t yet in your audience as it gives you access to the huge audience that Google and the other PPC platforms have. Also, you are able to reach those who have been previously exposed to your brand. This is a very important benefit that cannot be overlooked by any means.
2. Fast Results
It goes without saying that SEO is essential to your overall marketing campaign. However, this process takes a lot of time and effort. It can be months before you are able to rank for specific terms, which can be very frustrating for your business, especially considering your competition already began their SEO campaign way before you even thought of it.
However, with PPC, you can expect results almost instantaneously. The moment your PPC campaign is active, your ads can appear at the top of search results for the keywords you choose in just a matter of hours. It offers you a level ground with your competition who started off before you. In order to achieve the same level of ranking would have taken you months. However, PPC significantly cuts short this time. Also, starting up is easy, as most of the tasks are usually done within the platform without heavily involving your development team.
In addition, unlike organic social and emails, PPC gives you exposure to consumers outside those who are aware of your brand and those in your existing customer list or following.
However, you should keep in mind that SEO should still be a crucial aspect of your overall digital marketing campaign. Check out our free SEO analysis tool to learn more about what you can do!
3. PPC Offers Measurable Results
Another great benefit of PPC advertising is that you can clearly measure the success of your campaign. Using Google Ad tools and Google Analytics, you are able to view every detail relating to impressions, visits, clicks, and conversions, depending on your set business goals. You are able to determine how your campaign is performing, and how much you are benefiting from your investment – whether you are generating a profit or a loss. These tools also generate reports that provide important information to the heads of marketing.
You are able to measure success depending on chosen keywords, ads, and placements. You’ll be able to determine what works and what doesn’t
4. Grants You Full Control
As a business, you definitely want to have as much control of your marketing as possible. Google and other platforms offer a range of targeting options that let you choose how you’ll reach out to your potential customers. You choose your keywords and where you want your ads placed.
In addition, you have total freedom over how much you wish to spend on your campaign. Even if you are on a small budget, you can limit how much you spend and still realize great results. However, it is wise to ensure that it is still within the market rate. You have to consider what your competitors are paying, as the algorithm will use this to make the final determination on your placement.
You have the ability to make changes and optimize your campaign while it is still up and running. This helps to get rid of anything that’s not working, make improvements, and see positive results within a short time.
The above are benefits that you just don’t get with other forms of marketing.
5. Increased Brand Awareness, Leads, and Sales
Increased sales leading to higher revenue is definitely the ultimate goal of any business, whether big or small. PPC greatly contributes to achieving these goals. When customers search for your specific terms, your ads will appear. Even though general keywords don’t directly result in higher sales, you will benefit brand awareness. As more and more customers see your ads online, your brand will become more widely recognizable by customers. Your business will be viewed as experts in your field.
When you link your ads to landing pages relevant to the specific search, you will be able to direct more traffic to various pages within your site, which the customers are looking for. Considering that your visitors were already in the search for your business or products, they are more likely leads for a sale.
6. PPC isn’t Affected by SEO or Google’s Algorithmic Changes
As mentioned earlier, SEO is important for the long-term success of your website. However, you have to adhere to the best standards and practices. You also have to keep up with the ever-changing complex rules set by Google for SEO marketers. With the frequent and significant updates to SEO, achieving the desired results often requires a lot of expertise, time and patience.
However, with PPC, once you have established the most effective campaigns for you, you don’t have to worry about the changes made by the Google algorithm that might interrupt your ads.