The online space is expansive, and like it or not, it continues to grow at lightning-quick speeds. With more than 1.18 billion websites up and running, climbing your way to the surface can be hard. Visibility in search engine results pages (SERPs) is not an easy thing to come by, and it takes a careful marketing strategy to start building traction.
Enter the many benefits of PPC advertising your brand can put to good use, effectively amplifying brand awareness, website traffic and clicks across the board.
Not sure what Google Ads is? Never heard of display marketing? No worries.
This type of search engine marketing refers to paid-per-click methods, where advertisers are charged a fee every time they receive a click on their ad in search results.
In this bucket, you’ll find the likes of Google Ads, Google Display, Google Shopping, Bing Microsoft Advertising and even external platforms outside of major search engines. Predominantly, they use native ads in search results to entice users to click on them, sending qualified traffic through to the website paying for the campaign in the first place.
For example, if a company bids on appearing for the search term ‘Nike shoes for sale’ at the cost of $2 per click, it pays Google that charge every time a visitor arrives on their website by clicking on the ad served up to them when they searched the very same keyword.
What are the main PPC advertising benefits?
Now that you’ve had a good read about the various formats this type of marketing can come in, we’re here to persuade you why it’s a tactic you should never completely rule out, no matter your niche. Hear us out.
1. It's an effective short-term tactic
When a brand is looking for quick wins, the benefits of paid search advertising really come into play, as it allows you to instantly create a campaign and push it live. From there, it’s only a matter of having your ads approved and reeling in traffic that’s likely interested in your products and services.
If you happen to be a business on a limited budget or that needs to run a campaign for specific, shorter-term duration, this is the perfect opportunity, especially when the first three results in SERPS receive 46% of clicks from users. And here’s a hint for you – those three results are always ads.
2. You can control your PPC campaign's budget
As we noted above, part of the attractiveness of PPC advertising benefits is that you can control your ad spend from start to finish. Whether you do it yourself or have an agency take over, you can rest assured that your campaign will only utilise the allocated budget you’ve set for it – nothing more, nothing less.
More importantly, if you need to scale your campaign up or down, you have the complete freedom to do so. With no lock-in restrictions or annoying factors, you can enjoy complete flexibility over how you choose to run your strategy.
3. Boost brand awareness
When you’re starting your business from the ground up, or haven’t previously invested a whole lot in your digital marketing campaign, getting traffic and lead generation from other marketing campaigns can be difficult. That’s where the benefits of pay-per-click advertising come in, giving you the ability to instantly be seen for high-volume searches in the blink of an eye.
Audiences that may never have heard of you or your offering suddenly see your ad appear during a time when they are actively searching for something relating to your brand. Better yet, you even get the option to directly target brand awareness as a campaign goal, allowing you to switch over to a pay-per-impression model, instead of clicks.
The result: mass visibility.
In fact, Google Ads is known to increase brand awareness by up to 80% – yikes!
4. You only pay for clicks received
As you know by now, a PPC ad is run on a per-click fee model. Businesses only pay for each click received, rather than the entirety of the campaign. However, as mentioned above, you can also opt to pay for impressions, if you’re looking to scale things up further and more broadly.
5. You can reach your ideal customers
While we’re on a roll for explaining how effective PPC advertising is for your marketing efforts, it wouldn’t be a winning strategy without the fact that you can reach your exact target audience through hyper-specific targeting options.
So, what does that mean? Well, traffic gained through PPC advertising carries 50% more conversions than those organic channels – like SEO. You spend less money, energy and time on traffic that won’t convert, and more on those who will – and may even return.
6. It's easy to geo-target
The many geo-target options that PPC platforms give you means you can also zero in on users from a specific location. For example, a local plumber in Orlando, Florida, can target those experiencing blocked drain issues in this exact postcode. As these users are likely searching for answers and services to help solve their plumbing emergency, the plumber can pinpoint them in their most desperate state, coming in as the white knight to save the day.
7. Capture lost customers with remarketing
Sometimes users just aren’t ready to convert when they see or engage with a brand online. But that doesn’t mean they won’t be later down the track.
Remarketing lets brands entice and persuade an audience through banner ads on other websites to achieve the desired action – i.e. complete a transaction or opt-in to a newsletter.
But the key difference of this tactic is that it specifically targets those who have visited the brand’s website before, maybe even filled up their shopping cart, but then chose to step away. Maybe they just visited the brand’s social media profile. Either way, that particular business can then ‘follow’ the user across the web, using nifty little pixels called cookies.
8. Improve your SEO strategies with PPC data
A PPC campaign is a useful framework for rapidly gathering data about what people want, and then using that data to optimize your website for SEO.
This is because a paid advertisement is direct-response in nature. They are intended to get visitors to take some action — download a white paper, sign up for an email newsletter, etc. — rather than just passing through a website or sifting through ads. That means they have built-in performance metrics: you can see how many people clicked on the ad, how many of them went on to take the desired action, and so on.
9. Gain stability from algorithm updates
Search engine algorithms can wreak havoc on your marketing strategy and business goals if you don’t understand what the changes mean or how they’re impacting your campaign. But there is one place where those updates can’t touch you — and that’s PPC advertising.
In other words, the many benefits of PPC advertising also make for great ways to ensure that no matter what happens with algorithm updates to organic search results, you can always rely on PPC methods to communicate your biggest messages to your potential customers and guarantee your brand visibility.
10. It's measurable and scalable
By paying only when someone clicks on your ad, you’re able to remain in control of how far you scale your campaign, and where the results sit. Gain immediate feedback as to what paid ads are working and which ones aren’t. No other marketing channel offers transparency and flexibility quite like PPC advertising.
11. You can easily test different paid ads
As we just noted, PPC campaigns let you run various ad sets and understand where the results are coming from. When one approach doesn’t work or specific keywords aren’t pulling in PPC traffic, you can alter your campaign in real-time, eliminating the risk of wasted spend.
Additionally, you can A/B split test ad copy, landing pages and other combinations to create the best possible strategy.
How effective is PPC advertising?
Don’t just take our word for it – studies show that paid advertising returns $2 for every dollar spent. That equates to a massive 200% ROI rate.
However, getting the most out of the advantages PPC offers comes down to ensuring you’ve done your research and have targeted appropriately. In the final section of this guide, we’ll briefly outline this criterion and the focus points you’ll need to keep in mind as you prep your own PPC strategy.
Just like SEO, keywords play a significant role in paid search campaigns, specifically Google Ads. You’ll need to carefully assess the most high-volume phrases for your products and services, and match them with the intent of your audience.
With more and more online traffic, online advertising is becoming a necessity. A good PPC bidding strategy will help you get the most bang for your buck. It will also help you reach more customers and get more sales.
So, how do you create a powerful bidding approach for your PPC campaigns?
1. Choose a realistic ad budget
2. Know your audience
3. Identify where they live
4. Search for keywords
5. Target appropriately.
PPC ads are like really short sales letters. They have to be written from the perspective of someone who is considering buying your product. They have to speak to their needs, desires and concerns and empower them with emotion. To do this well the copy needs to describe your product in a way that is clear and compelling, in a set number of characters.
By creating dedicated, engaging landing pages, you are more likely to convert users who are ready and interested to action in your brand. That means developing hard-hitting copy that entices them, using visual layouts that persuade them and A/B split test effectively.
You need to be able to make changes on the fly and make them quickly. When you are dealing with multiple markets, and multiple audiences, even a small mistake can have a big impact.
Once you start a PPC campaign, you have to manage it constantly. That means having someone on hand to create an account, monitor targeting and keywords, optimize in real-time and report back.
When you’re busy running a business, there’s no doubt that it’s impossible to keep up with all this activity yourself. For this reason, we highly recommend having a PPC advertising agency do the hard work for you. (Like us.)
Who uses pay-per-click advertising?
Brands often use PPC advertisements due to the major perk of targeting hugely interested audiences and honing down on them when they need to be more granular. Plus, this marketing tactic is effective for any niche or industry – from mechanics trying to expand their offering, to hair salons rolling out special offers.
To put it into perspective a massive 45% of small businesses use pay-per-click advertising to increase website traffic, leads and conversions. Further to that, ads on the Google Display Network reach a whopping 90% of internet users. If that’s not enough to persuade you to keep this form of advertising in mind, we don’t know what is.
The various types of PPC advertising in digital marketing
While it’s all well and good to decide on investing in this tactic, you still need to weigh up which platform in this space is best for your goals. For example, Google Shopping is hugely beneficial for eCommerce businesses looking to spike sales, while Google Ads is massively useful for broader brands offering services, promoting events or even trying to amplify content marketing.
Below are the numerous formats that a PPC advertising campaign can come in, primarily run by Google.
Paid search advertising is one of the easiest ways to increase sales and conversions for services or products, and includes several highly popular platforms:
Google Ads (or the Yahoo/Bing equivalents)
But no matter which of these you choose to dabble with, your success comes down to understanding what people are searching for and where your competitors are taking advantage of this activity.
For example, you’ll need to know how the most-searched-for terms relate to your products best, and then target these phrases accordingly. That means mastering keyword research, competitive analyses and user behavior. And the key to all that is PPC keyword data.
The good news is that once you run a campaign, you’ll be able to work out what works and what doesn’t, and refine your ad copy, landing pages and ad sets to increase performance. Plus, with a PPC advertising agency by your side, this data will be even further maximised, leading you straight onto the road to profits.
Display advertising is based on the Google Display Network – or GDN – (again, with Bing, Yahoo and even Facebook alternatives also available), and allows brands to place banner ads across various websites involved in the system.
For example, the retailer selling Nike shoes from the last section of this guide may choose to run ads on the GDN to target audiences who have previously searched for related keywords or even those that have interacted with the brand before. As these users travel across the web and visit other websites that happen to be a part of the GDN, the banners are shown, increasing the likelihood of them clicking on them and converting.
In a nutshell, these advertisements include attractive imagery, a snappy call to action and a link to the brand’s website, with the intention of reeling in the target audience.
Meanwhile, the pay-per-click benefits of video advertising is becoming more and more well-known, as users continue to consume massive amounts of content on platforms like YouTube.
For example, a brand can choose to run in-stream ads on YouTube, paying only when a user watches 30 seconds or more of the advertisement, rather than hitting the ‘Skip’ button. For audiences that are known to use video platforms like this frequently, it gives brands plenty of benefits to paid search advertising on this channel.
Still not sure why you should do PPC marketing on YouTube? Consider the fact that YouTube has two million monthly active users.
PPC advertising is one of the quickest and cheapest ways to get your business in front of new customers. More simple and cost-effective than an SEO strategy, with rapid-fire results also a huge advantage, there’s plenty to love about this mode of marketing.
Let’s recap on the advantages of PPC advertising:
It allows you to target a very specific audience.
There are different types of PPC formats to enjoy.
You get the choice of brand recognition or traffic.
Your business is backed by more insights for future marketing campaigns.
PPC is untouchable by Google algorithms.
You are in full control of your ad spend and pace.
Your business is only changed when a user clicks on your ad.
For more information about setting up and managing a successful PPC advertising campaign, contact Online Marketing Gurus now for a free consultation. We are always happy to help!