Digital marketing contains a wide range of strategies and techniques to attract traffic and conversions for your business. From content production to paid advertising, there are a number of different ways to drive traffic and conversions to your website.
When implementing a digital marketing strategy for your business, it should be divided into a series of smaller strategies, both paid and unpaid. Understanding the pros and cons of the strategies you choose is important to know what will work best for your business and can help you get the most out of your expenses and resources.
PPC (pay-per-click advertising or paid search) is a paid channel embedded in many brands’ digital marketing strategies. In this guide, we look at the key benefits of using paid search for your business.
How does PPC work?
PPC is a channel used by search engines such as Google, Bing, en Yahoo. When you run a PPC campaign, you pay every time someone clicks on your ad and visits your website. This is unlike many advertising channels that require a fixed amount without anyone being able to click on your ad.
You target your ideal customers with the right keywords, ad types and bidding strategies. This allows you to make sure that your ads are displayed in the right place and at the right time.
The benefits of PPC
PPC offers a wide range of benefits for your business, which you should consider when looking at the right marketing activities for your business.
1. Pay only for the visits you receive
With PPC, you only pay for the visits to your website because of your ads. With other advertising models, you pay to have your ad displayed on the relevant platform, but there is no guarantee that it will yield results for your business.
Searchers who see your PPC ads are probably interested in your product or service, so it’s only worth clicking for them to click on your ad, and this gives you the chance to convert it to your site.
This means you are not wasting a budget on an audience that will not be interested in your product or service, and you can focus on converting people who do click when they end up on your site.
2. Analyze ad performance easily
With PPC, you can analyze your ad performance in real time, easily measuring and tracking the success of your campaigns and ROI. Impression, click, and conversion statistics are available, as well as demographics of the people who click on your ads.
With other marketing channels you do not get such a clear picture of the allocation of your budget to direct results.
You can also send your PPC traffic to dedicated landing pages and keep track of conversions using Google Analytics, which lets you see what you are spending and what drove it to see the impact on your end goals.
3. Immediate results
Other marketing strategies, such as SEO and content marketing, may require long-term work before you can see results. On the other hand, PPC can be turned on and off immediately.
SEO and content marketing are important strategies, but it can take months to start ranking. With Google Ads, the impact is immediate and you can appear at the top of the results within hours, as long as your ads and bids are optimal.
With SEO strategies and content marketing, you will see a gradual increase in clues and traffic over time, but with PPC, you will start seeing results within hours of setting up your campaigns within hours. You can also track the results instantly, making PPC completely transparent in terms of how your budget works for you.
One of the biggest disadvantages of PPC, compared to SEO, is that the traffic you pay for once your budget stops. SEO continues regardless of whether you spend time on it or not.
Reach the right audience
Thanks to the targeting and segmentation options, Google Ads enables 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 achieve better results, as users who are specifically part of your target audience are more likely to click and switch.
With Google Ads, you can choose the specific keywords that people are going to search for in business, and lead them to a relevant page on your site.
Whichever platform you choose to advertise on, you can make sure you place your ads in front of the people who are most likely to be interested in what you have to offer. You can make sure that your business is found by potential customers at exactly the time they are looking for what you can offer.
5. Control your budget
With PPC, you can control your advertising costs in a pay-as-you-go model. With the platform, you can stop campaigns completely or make changes if they do not perform well. You can set a maximum budget per day, and Google Ads will no longer spend on this amount, giving you more control over how much you spend on each campaign.
You can then access your Google Ads data to see how your budget is being spent, enabling you to improve your budget going forward. Your budget can be constantly adjusted to meet your needs and the performance of your ads.
6. Increase website traffic
Your brand and paid ads appear on the first page of search engine results, increasing your chances of being seen and getting people to click through. PPC advertising helps you make sure that potential customers see your ads when they are looking for relevant terms.
By sending traffic to your website, you can convert it through your landing pages and other marketing channels as they travel through the customer journey.
With PPC, you can compete in the search results, even if your organic rankings are not high. Whether your website is currently not in the results, or you have launched a brand new website, PPC can help you promote your business and gain an edge over your competition and to compete with new customers.
7. Increase sales
Before they buy, online shoppers first research products online. PPC visitors are 50% more likely to buy something as organic visitors. Someone who is looking for a specific product or service is more likely to make a purchase. Clients usually research what they are looking for and then type specific search terms into the search engine that you can target with your ads.
By focusing your ads on a specific target audience, you can convert the opportunity to those who visit your site. If these online buyers buy from you and are satisfied with the service you provide, they are more likely to become repeat customers.
8. Works well with other digital marketing strategies
PPC advertising matches other digital marketing channels and strategies. contents.
SEO and content marketing
Many businesses invest heavily in content marketing and SEO. The production of unique content supports the buying cycle of customers and helps establish authority in your market. Google ads can help drive customers to your content faster and increase the ROI of your content.
PPC and SEO go hand in hand because the impressions and opportunities for traffic are often targeted at the same audience – the people who use Google to find information, do research and buy products and services.
The data provided by Google Ads in terms of impressions, clicks, and conversions can give you insight into keywords that you can target and prioritize for your SEO strategy. If you also have the data available from an existing SEO strategy, you can use it to advise your PPC strategy.
If you analyze keyword data from your PPC campaigns, you can compile a list of long-tail keywords. These are longer, more specific search terms. They are responsible for less traffic, but there is less competition around them, which increases your chances of attracting a target audience.
By also focusing on SEO, you have a greater chance of appearing at the top of the paid advertising results and the organic search results and taking up more space in the search results.
Accessing user data can help you with your social media strategy. By integrating integrated paid advertising on both search and social media, you can lower your cost per acquisition and convert more customers than PPC campaigns on their own. It provides more customer data across different channels that you can strategically combine to further enhance campaigns.
9. PPC ads do not depend on algorithm changes
Content marketing and SEO success depend on search engine algorithms, PPC offers a more stable option. The algorithms behind PPC rarely experience major changes, so you can get an idea of how your current and future campaigns can perform based on past statistics.
10. Remarketing to make more conversions
With Google Ads, you can use a remarketing strategy to target people who have already shown interest in your business by visiting your website. This strategy can yield excellent results for your business because customers already have an awareness of your brand.
This helps you increase brand recognition, as many customers need to see your brand or several times before making or buying from you. Remarketing shows people who have visited relevant ads on your site on other web pages.
You can use remarketing to show relevant product ads in your campaign. This is a very specific target strategy and is known for being effective in conversion. Red remarketing reduced wa abandon by 6.5%.
11. Large return on investment and contribution to business objectives
In 2020, 74% of brands reported that PPC was a major driver for their business, helping to generate revenue and sales.
PPC ads are a great way to put your brand at the top of the search results and to get conversions quickly.
Paid search campaigns can also help you achieve your business and marketing goals, from building brand awareness to promoting sales; PPC advertising can help with top-down goals in the marketing funnel.
If you would like to know more about the results that PPC can provide for your website, please visit our website. If you want more insights like this directly in your inbox, sign up for our newsletter.