Why Every Business Needs Pay-Per-Click Advertising
Thinking about your next digital marketing strategy? Pay-per-click is a must.
When led to a website through Pay-per-click advertising, visitors are 50% more likely to make a purchase than they would through an organic search. This is mainly because a visitor will make an intentional search using phrases like “buy”, “purchase” and “who sells”.
In a nutshell, Pay-per-click (PPC) is an ever-popular form of online advertising. The best part? You have an ad, and you only pay when someone clicks on it. Win-win! When people hear ‘PPC’, the first thing that comes to mind is paid search advertising. With paid search advertising, businesses can create ads which generate fast search engine results.
The most popular types of PPC advertising include display ads, social media advertising, retargeting and Google Shopping. All of these methods have one major perk in common: they generate a significant ROI without you having to make a major investment. On average, a business will make $2 for every $1 spent in AdWords.
PPC marketing exposes your brand to a target demographic, often derived from a selection of relevant keywords. These keywords are chosen based on what customers would type into a search engine to find your business. The average visitor will start 93% of their online activity on a search engine, whereby 40,000 searches are conducted each second. Here, PPC advertising is the perfect way to attract people who are actually looking for your products.
Here, we reveal four major reasons why your business needs to include a Pay-per-click marketing strategy (or, we can do it for you).
1. Higher Ad Placement
With paid advertising, your business can enjoy levels of exposure usually reserved for high-end corporations. Nothing beats seeing your ad placed above the competition! Ad placement is not solely decided by the amount of money you spend, but how smart you spend it. Advertisers spending $500 on PPC per month can potentially have their ads displayed above those backed by a $50,000 monthly budget.
When determining ad placement, there are tools interdependent of PPC such as keyword bids and landing pages. Landing pages prove an integral factor in prompting visitors to make a purchase, whereby an effective landing page can boost your conversion rate from 2% to a staggering 10%!
Conversion rates refer to the percentage of visitors that complete a desired objective. New sales leads are often acquired from these desired objectives, such as a visitor filling out an online enquiry or a contact form. Any business with a website, no matter how big or small, can capitalise on pay-per-click when they utilise these techniques.
2. Effectively Target Your Audience
Image Source: Google AdWords
PPC provides unparalleled insights into site visitors. Due to the targeted nature of PPC advertising, anyone who clicks on your ad is a potential customer. For any PPC campaign using Google Analytics, in-depth user data is recorded.
This in-depth data derived from PPC reveals engaging insights into your target audience. This data comprises personal details including popular searches, location, age and gender. From these newly gathered statistics, digital marketers can create ads to specifically attract visitors who are most likely to purchase their product or service.
You can leverage these statistics to tailor anything from keywords to ad copy, and even images. And if you’re creating your own PPC ad, here are 6 Amazing Content Creation Tools to set your business apart.
3. Spend A Little, Earn A Lot
Image Source: Google
A huge advantage of running a PPC campaign is the ROI potential. Although the cost-per-click (CPC) depends on keyword bid competition, CPC sits between just $1 and $2 on average. This sounds even more valuable when you compare the cost of a click to the profit you make from a sale.
When it comes to your overall digital marketing strategy, Pay-per-click is a particularly special service. Unlike other services, administrators can actually control how much money they’d like to spend per click.
In our previous blog, we spoke about How To Determine Your ROI In Your Digital Marketing Budget. The simple formula found in this blog calculates how much money you make for each dollar spent on marketing. This figure will indicate whether or not your campaign is well optimised and meets the benchmark; an average conversion rate sits between 1% and 3% of all visitors.
4. In-House Or Outsource?
Pay-per-click campaigns can either be managed in-house or outsourced, depending on your preference. While PPC is an inherently flexible strategy, there are a few things to be aware of when taking it on in-house.
There is more to paid advertising than putting up an ad, leaving it there and hoping it works. Different Pay-per-click platforms require separate analysis to form a whole picture, which can lead to in-house digital marketers becoming overwhelmed.
The solution is simple: digital agencies. Agency reps understand the nuances of effective campaign management, and provide access to a shared pool of expertise with other employees to help you achieve real results fast. With an ongoing marketing management service from First Page, your business can reap the rewards of everything paid advertising has to offer without draining internal resources!
Come out on top with PPC! When it comes to all aspects of digital marketing, it’s important to outline a concise strategy. For tips on how to effectively set campaign goals, check out our blog on 4 Simple Steps That All Digital Marketers Take and get started today.