There are six reasons why you should consider adopting a PPC campaign for your business. Not only is it an effective strategy for increasing traffic to your website, but it’s also cost effective, highly targeted, and produces quick results.
If you’re not already convinced, let’s talk about each of these reasons again.
1. It’s a cost-effective way to advertise
PPC is one of the most cost effective ways to advertise your business. Why, you may ask? Here’s the low point.
If you advertise in a newspaper, on TV or on a billboard, you’re paying for the space your ad takes up. You’re almost paying an arm and a leg for a two-inch square space in your local magazine or newspaper, and billboards can run into the thousands of dollars.
PPC uses the same idea as an ad in a newspaper or magazine, except that your ad will appear on search engines. This leads many people to believe that you have to pay for real estate in search engine results, but that’s one of the great benefits of PPC – you don’t! You don’t have to pay for your ad space.
You don’t have to pay for the space your ads take up in the results pages, you only pay Google when someone clicks on your ad.
This makes the cost of PPC very reasonable, because you only pay Google when there is serious sales potential. We say serious sales potential because PPC ads are so targeted that when people click on them, they are usually ready to buy the product.
In fact, PPC visitors are more likely to buy something than visitors who arrive at your site organically.
This is just the first benefit of this online marketing strategy.
2. It provides fast results
If you’re looking for another reason to employ a PPC campaign, it’s great that it delivers results on time.
Since the ads start appearing once you bid on your targeted keywords and have a good quality score, it’s not impossible to see more traffic to your website within the first week of starting a PPC campaign.
When it comes to other long-term strategies, such as SEO (search engine optimization) or email marketing, it can take a few months to really reap the benefits – although they are amazing and worth the wait.
However, if you’re looking for a strategy that will pay off quickly, PPC is the right strategy for you. Just make sure you audit your PPC campaign often to make sure it’s working properly. You can also check out our guide to PPC audits that fail. 3.
3. You can easily track results
Tracking results is one of the most important parts of any campaign. Without being able to dig into the analytics of your campaign, you won’t know which elements are working and which elements are failing.
When you are able to easily track the results of your campaign, you will find out which elements of your campaign need to be shifted to see better results.
For example, A/B testing is a great way to track how users interact with your ads. You simply decide on a variable to test and then do two identical ads, except for that variable.
Let’s say in one ad you use a picture of a person wearing the clothes you want to sell, and in the other ad you hang the clothes on a hanger.
With A/B testing, you can easily check the analytics to see which ad performs better, and the results can help you fine-tune your ad to make sure it gets as many clicks as possible.
On a more general note, you can use Google Ads to track the success of your ads in terms of click-through rates, conversion rates, and more. This can give you insight into whether your target audience is clicking on the ad, whether you need to target better, or whether you should change the wording in the ad.
Results tracking is priceless, and the fact that PPC campaigns allow you to do this easily is a huge benefit.
4. It’s hyper-targeted
The fourth benefit of PPC ads is that they are hyper-targeted.
Many marketing strategies allow you to use targeting to reach your most qualified customers, and PPC is no exception. In fact, PPC is one of the most targeted strategies available.
Your ads allow you to target your specific audience with the specific content that is most valuable to them.
Here are a few ways that Google Ads allows you to target your audience:
Demographic audience targeting is one of the best ways to target customers, allowing you to serve ads based on a user’s location, gender, location, and even the kind of device they use to search.
In-market targeting is one of the most effective ways to target your audience. This is because it allows you to reach customers who have been searching for the products and services your store offers. This allows you to get a head start on your competition because your ads are shown almost intuitively to the customers most interested in your offerings. Your ads can be served to users who have previously purchased something on your site, or who are interested in what you are selling.
When you set up a custom intent audience in Google Ads, you are able to choose words, phrases and keywords that are closely related to those who are most likely to make a purchase on your website. Not to mention, you can also add website URLs, YouTube content URLs, etc. to further fine-tune your targeting.
Remarketing is one of the most beneficial PPC strategies that allows you to re-serve your ads to users who have previously clicked on your ads. Remarketing ads are extremely beneficial because they keep your business and products top of mind with your customers – especially those who were close to buying before.
To take your PPC campaign a step further, you can also target an audience similar to the one your remarketing campaign is targeting. For example, if the overall demographic of your remarketing list is women in their 30s and the intent is to purchase a skin softener, you can also serve this ad to other women in their 30s – whether they’ve searched for your product or not. When you target in this way, their similar interests and demographics will trigger the ad.
Targeting specific keywords in your ad content allows your ad to appear to users searching for that keyword. The advantage of targeting with keywords is that you can change them to reflect seasons, holidays, etc. You can also handcraft the keywords you use to target specific people or search intent.
5. It provides an easy way for consumers to convert
With PPC advertising, it’s like giving your customers an easy way to buy your products. This is because after a user clicks on one of your ads, they get a landing page.
A landing page includes an element that entices the user to take the next step in the purchase process, whether it’s providing you with their email address or even making a purchase.
Some examples of landing pages are a page with a contact form, a page with an offer form, or even a page where the user can simply click “buy now”.
Regardless of how your landing page is set up, it is the first place a user is going to go after clicking on your ad – creating the perfect opportunity to handhold your audience and show them how to buy your product.
6. It increases revenue
PPC ads can increase your revenue because they bring more qualified traffic to your website. This allows you to see a huge increase in revenue for your business – and quickly.
Once you win the advertising bids for your industry, these ads go live – meaning they are available to users searching for the keywords you’ve chosen to target.
PPC ads ensure that you take up valuable space at the top of the search results page, which helps your site get more traffic.
In fact, on average, 41% of clicks go to the first three paid ads displayed on the search engine results page. This means that ad clicks account for nearly half of the clicks on the first page of results.