- Paid advertising brings a 200% ROI – $2 for every $1 spent (Techjury)
- Brand awareness can be increased by up to 80% through Google paid ads (Google)
Staggering numbers, right?
Still, many organizations have second thoughts about whether to invest in paid advertising or not. Naturally, managing your resources is crucial in developing a marketing strategy, and it is essential to determine what your priorities are and where you should invest your money.
So, learning about PPC and how it can help you multiply your online leads and sales.
With this said, we will give you a clear picture of what PPC is and how it can benefit your business. The future of service is digital, hence you need to be where your customers are, to go beyond phone calls and meet them wherever they are online.
- So, what is PPC?
PPC or a Pay-per-Click is an online advertising technique in which you pay a fee to an advertiser (typically a search engine or social network) to get clicks to your ads and, consequently, traffic to your website.
PPC can also help you determine how much money to spend on your ads, what audience to target or where to advertise an ad.
Let’s say you are running a shop that sells hand-made bags. So, you decide to run an ad through Google Ads using the keyword “hand-made bags.” Your ad will then show to Google users who are looking for that specific keyword. Then they click on it, and you are charged a small fee.
Although this process seems easy, it can be very strategic. This means that you first have to choose the right keywords, organize them into groups, create campaigns and have the visitors who clicked on those keywords reach a high-quality landing page.
Since all of this requires a systematic approach, it’s best to hire a digital marketing company to help you reduce costs and increase sales.
But since we are here to discuss whether PPC is still worth it, let’s first cover its advantages and disadvantages.
- The benefits of PPC
- It helps you rank high in no time
When you combine SEO and paid advertising, your website may reach the top of the Google Search Results page (SERP). The higher your website ranks, the more likely people will click on your link.
PPC harvests results much faster than organic strategies.
- It brings more clicks
Based on Backlinko 2019 study, the first ranked result in Google gets 31.7% of all clicks.
In other words, your business needs to show up in the top three results on the first page if you want to receive clicks. And PPC helps you achieve this.
- It helps you gather valuable data
By combining the Google Analytics results and PPC results, you get a large amount of data that you can use to make the right business decisions.
For instance, PPC can give you valuable insights into what keywords you need to use for your future campaigns and how to navigate your website’s SEO.
Also, PPC can help you figure which ads are performing best and even at what time of the day.
- It helps you choose the right target audience.
PPC lets you test out strategies for different audiences and choose the audience that you want to reach. Ads offer many options for video ads, remarketing, and display. By determining who will see your ads, you can increase engagement.
- The disadvantages of PPC
- Fierce competition
If there is a lot of fierce competition out there, they may cause your keyword to be more expensive each month. This means that your business may not show in the top three places on the first page and that it can be moved to the second and third pages.
- Unwanted clicks
If someone clicks on your link accidentally or decides to bounce off your site because they do not intend to buy anything, this may cost you more money, and your ad can quickly become extremely expensive.
- Being on the lookout for negative keywords
When searching for the right keywords for Google Ads, you also need to determine the negative keywords.
The negative keywords help you remove the search terms unrelated to your needs, so your ad doesn’t appear for those queries. This allows you to limit unwanted clicks and clearly define your audience.
Need more convincing? Ok, let’s see what PPC can do for your business:
- Why Should You Invest in PPC?
PPC lets you:
- Convert Leads to Buyers – the leads you generate are more likely to click on your ads and buy your products. The only thing you need to do is use keywords that would entice your target buyers to make a move. These words may include: “buy,” “purchase, “affordable,” “best price,” and “get.”
- Increase profit – by using PPC, you can have complete control over your expenses and even increase your ROI. However, it would help if you recognized the keywords that will lead to great results.
- Establish brand awareness – If you type any product name in a search bar, you will see that the three ads are either at the top of the page or on the right. PPC introduces your brand to your potential audience, increases your visibility and builds industry authority.
- Discover and engage with your target audience – PPC lets you target your audience through various factors like location and demographics. There are also other techniques you can leverage to build a closer relationship with your customers. These include displaying campaigns that show ads to people who are on some other websites, which are, in some way, connected to your product, and remarketing, which lets you promote ads to visitors who have already visited your website or app.
- Optimize your campaign – Through PPC, you can gain insights into which ads perform better and use that data to optimize, monitor, refine your PPC campaign to bring your strategy to a whole new level.
- Who should invest in PPC?
Are you the kind of business that should invest in PPC?
We’re here to help you find out. Here are the kinds of businesses that usually see a strong ROI and outstanding results from PPC.
- Colleges and online programs – every student is worth a lot because of how much they spend on their education.
- Dentists, doctors – a potential client may be worth thousands of dollars, so it makes sense to use dental marketing.
- Utilities and internet providers – since people like to stick with one provider, it is worth investing in PPC marketing.
- Lawyers – Since lawyers can earn a lot of money, keywords like “personal injury lawyer” can cost a lot.
- Computer equipment and home appliances – big machines like copiers and servers cost a lot.
- Repair jobs – many types of repair jobs can be quite expensive, so finding someone reliable for this work can help a lot.
- Products that are difficult to find on the market – if you are selling a product or a hard-to-find service, PPC marketing is ideal for you.
Lastly, people frequently search for unusual items like rare records or unique supplies. It would help if you took advantage of that.
Even now, in times of crisis, investing in PPC can help you get ahead of the curve.
So, the answer is yes – investing in PPC marketing makes a difference. But whether you opt for PPC marketing or not heavily depends on the type of your business you have and the product or service you are offering.
We hope that we have helped you gain valuable insights into what PPC is and what value it could bring to your business.
Author bio:- Tomas is a digital marketing specialist and a freelance blogger. His work is focusing on new web tech trends and digital voice distribution across different channels.