Digital marketing encompasses a wide range of strategies and techniques for driving traffic and conversions for your business. From content production to paid ads, there are a number of different ways to drive traffic and conversions for your website.
When running a digital marketing strategy for your business, it should be broken down into a range of smaller strategies, both paid and unpaid. Understanding the pros and cons of the strategies you choose will be important for knowing which will work best for your business and help you to get the most from your spending and resources.
PPC (pay-per-click advertising or paid search) is a paid channel that sits within many brand’s digital marketing strategies. In this guide, we’ll take a look at the key benefits of using paid search for your business.
How Does PPC Work?
PPC is a channel provided by search engines such as Google, Bing, and Yahoo. When you run a PPC campaign, you pay every time someone clicks on your ad and visits your website. This is in contrast to many advertising channels which require a set amount of money with no guarantee that someone will click on your ad.
You target your ideal customers with the right keywords, ad types, and bidding strategies. This allows you to make sure your ads are displayed in the right place, at the right time.
The Benefits of PPC
PPC provides a wide range of benefits for your business which you should consider when looking at the right marketing activities for your business.
1. Only Pay For the Visits You Receive
With PPC, you only pay for the website visits you drive as a result of your ads. With other advertising models, you pay to have your ad shown on the relevant platform but there is no guarantee that it will generate results for your business.
Searchers who see your PPC ads are likely to be interested in your products or servicing so only paying for them to click your ad is worth the cost and provides you with a chance to convert them on your website.
This means you’re not wasting budget on an audience that isn’t going to be interested in your product or service and allows you to focus on converting those people who do click once they land on your website.
2. Analyze Ad Performance Easily
PPC allows you to analyze your ad performance in real-time, making the success of your campaigns and ROI easy to measure and track. Stats on impressions, clicks, and conversions are available as well as demographics of the people who are clicking your ads.
With other marketing channels, you don’t get as clear a picture of the attribution of your budget to direct results.
You can also send your PPC traffic to dedicated landing pages and track the conversions using Google Analytics which allows you to see what you spend and what drove it to help see the impact on your end goals.
3. Instant Results
Other marketing strategies such as SEO and content marketing can require work over the long term before you see any results. On the other hand, PPC can be turned on and off instantly.
SEO and content marketing are important strategies to have but it can take months to start ranking. With Google Ads, the impact is immediate and allows you to appear at the top of the results pages within hours, as long as your ads and bids are optimized.
With SEO strategies and content marketing, you will see a gradual increase in leads and traffic over time but, with PPC, you will start to see results within a few hours of putting your campaigns live if your campaigns are set up by a professional. You can also track the results immediately too which makes PPC completely transparent in terms of how your budget is working for you.
One of the biggest disadvantages of PPC, when compared to SEO, is that as soon as your budget stops, so will the traffic you pay for. SEO continues to run whether you’re spending time on it or not.
4. Reach the Right Audience
Thanks to the targeting and segmentation options, Google Ads allows you to reach the right people at the right time. Only the potential customers you want to target will see your ads. This helps to drive better results as users who are specifically part of your target audience are more likely to click and convert.
Google Ads allows you to choose the specific keywords that people will be searching for in relation to business and direct them to a relevant page on your website.
Whichever platform you choose to advertise on, you can make sure you get your ads in front of the people who are most likely to be interested in what you have to offer. You can make sure your business is found by potential customers at exactly the time they’re looking for what you have to offer.
5. Control Your Budget
PPC allows you to control your advertising cost in a pay-as-you-go model. The platform allows you to stop campaigns altogether or make changes if they’re not performing well. You can set a maximum budget per day and Google Ads will not spend over this amount which gives you greater control over how much you spend on each campaign.
You can then access your Google Ads data to see how the budget is being spent which will allow you to improve your budgeting going forwards. Your budget can be constantly changed to meet your needs and the performance of your ads.
6. Boost Website Traffic
Having your brand and your paid ads appear on the first page of the search engine results increases your chance of being seen and of people clicking through. PPC advertising helps you to make sure potential customers see your ads when they’re searching for relevant terms.
Driving traffic to your website gives you the opportunity to convert them through your landing pages and other marketing channels as they progress through the customer journey.
PPC allows you to compete in the search results even if your organic rankings are not high. Whether your website isn’t currently ranking in the results or you’ve launched a brand new website, PPC can help you to promote your business and get an edge over your competition and compete for new customers.
7. Increase Sales
Before they buy, online shoppers research products online first. PPC visitors are 50% more likely to purchase something than organic visitors. Someone searching for a specific product or service is more likely to make a purchase. Customers will usually research what they’re looking for and then type specific search terms into the search engine, which you can target with your ads.
By focusing your ads on a specific target audience, you can increase the chances of converting those who visit your website. If these online shoppers buy from you and they’re happy with the service you provide, they are more likely to become repeat customers.
8. Works Well Alongside Other Digital Marketing Strategies
PPC advertising fits in alongside other digital marketing channels and strategies. content.
SEO and Content Marketing
Many businesses invest heavily in content marketing and SEO. Producing unique content supports the customer buying cycle and helps to establish authority in your market. Google ads can help to drive customers to your content more quickly and help to boost the ROI of your content.
PPC and SEO work hand in hand because the impressions and opportunities for traffic are often targeting the same audience – the people who are using Google to find information, research, and buy products and services.
The data provided by Google Ads in terms of impressions, clicks, and conversions can provide you with insight into keywords you can target and prioritize for your SEO strategy. In addition, if you have the data available from an existing SEO strategy, you can use it to advise your PPC strategy.
Analyzing keyword data from your PPC campaigns, you can develop a list of long-tail keywords. These are longer, more specific search terms. They account for less traffic but there is less competition around them, increasing your chances of being able to rank for them to attract a targeted audience.
By focusing on SEO too, you have a better chance of appearing at the top of the paid ad results and the organic search results and taking up more space in the search results.
Access to user data can help with your social media strategy. Integrating paid ads across both search and social media can help to reduce your cost per acquisition and help you to convert more customers than PPC campaigns on their own. This will provide more cross-channel customer data that you can combine strategically in order to further improve campaigns.
9. PPC Ads Don’t Depend on Algorithm Changes
Content marketing and SEO success depend on search engine algorithms, PPC offers a more stable option. The algorithms that sit behind PPC rarely experience huge changes, so you can have an idea of how your current and future campaigns might perform based on previous metrics.
10. Remarketing to Drive More Conversions
Google Ads allows you to use a remarketing strategy to target people who have already expressed an interest in your business by visiting your website. This strategy can generate brilliant results for your business because customers already have an awareness of your brand.
This helps you to increase brand recognition as many customers have to see your brand or multiple times before they make a connection or buy from you. Remarketing shows people who have visited your site relevant ads on other web pages.
You can use remarketing to show relevant product ads within your campaign. This is a highly specific targeting strategy and is known for being effective in driving conversions. Remarketing reduces cart abandonment by 6.5%.
11. Great Return on Investment and Contribution to Business Goals
In 2020, 74% of brands reported that PPC was a huge driver for their business, helping to generate revenue and sales.
PPC ads are a great way to get your brand to the top of the search results and help to drive conversions quickly.
Paid search campaigns can also help you to achieve your business and marketing goals from building brand awareness to driving sales, PPC ads can help with goals from the top to the bottom of the marketing funnel.
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