Does My Online Business Need PPC – The Why’s and How’s of Pay Per Click
Does my online business need PPC? With so many other marketing strategies available, like search engine optimization (SEO), this is a question many businesses are asking. The simple answer is yes.
PPC is a quick and reliable way to attract customers and is commonly seen across all industries. It’s proven to be successful and can be used synergistically with other marketing strategies. This includes SEO, to provide a rapid response and change in business.
Are you unsure what PPC is or still aren’t sure if you need it? Read this article to find out how PPC works and the benefits it offers.
How Does PPC Work?
PPC, or pay per click, is a form of advertising where the advertisers pay whenever someone clicks on their ad. For example, think about the links marked “AD” that pop up when searching for something on Google. Those are PPC ads, as are many of the banner ads found on third-party partner websites and some of the ads displayed on social media websites.
PPC ads on search engines are the most popular. No matter the platform, they all have the same core. The advertisers pay for each click on the ad rather than paying for the ad space itself. This means that instead of paying a set price for designated ad space, regardless of how many leads it generates, you only pay for the clicks that bring in customer traffic.
The placement of your ad within search results is determined in part by how well the keywords you select and bid on to describe your product or service match the search. This means your ad might end up in the middle of the page if your keywords don’t match perfectly, or it could have a place right at the top, guiding customers to exactly what they’re looking for on your website.
This may seem overwhelming, but that doesn’t mean PPC is out of the question for your online business. Experts in the field can manage your PPC campaign for you, leaving you to sit back and reap the rewards of increased traffic and higher conversion.
5 Benefits of PPC for Online Businesses
PPC Leads to Fast and Consistent Results
While generating organic search interest, such as with SEO marketing, is very important to a successful long-term marketing strategy, it isn’t very fast. PPC can start producing results shortly after the ad goes live, and it can maintain these results for as long as the ad is left running. You can use it to rapidly attract attention to special events, limited-time offers, or left in place to continue drawing in customers and contributing to conversions.
PPC Generates Marketing Data
One of the biggest perks of PPC is that the data it creates tells you what’s working and what isn’t. It provides tons of detail that allows you to fine-tune current campaigns and identify the elements that work best to use in future efforts. It’s practically a data gold mine, and all you have to do is decide how to use it.
PPC Has a Direct and Measurable Impact
According to Google, running PPC ads on their search engine generates an average of $2 of revenue for $1 you spend. If that’s not enough for you, you can use PPC’s for more than just sales. It can increase brand awareness, encourage people to download a company’s app or sign up for a listserve, and more. Whatever you need, PPC’s can help you get it.
PPC Gives You Control
From how much you spend to where your ad is displayed all the way to which devices your ad appears on, PPC’s have a large amount of customizability. The biggest draw here is how budget-driven they are. First, you decide how much you want to spend. Then, you use the data the PPC’s generate to identify which ads are working and get rid of the ones that aren’t, allowing you to get the most out of your money.
The other customizable features can also help you aim your ads at your target audience, preventing you from wasting money advertising to people who do not need your product or service.
PPC is Successful
The long and short of it is PPC works. In 2020, PPC’s on search engines overtook more organic search methods, making it the top revenue driver for the first time, and experts expect it to stay there. Back in 2017, it was also perceived to have the highest ROI by 20% of marketers. One can only imagine how big that number is now.
How To Start a PPC Campaign
1. Create Quality Landing Pages
In addition to generally needing a quality website to appeal to customers, having good landing pages for your campaign can increase conversions by taking customers straight to the offeror product they saw in your ads.
The more they have to click to get to it, the less likely someone is to actually buy something. On top of that, the algorithm factors in the quality of your website into where your ad is placed in the search results.
2. Set Your Budget
Your budget determines how successful you can be with your PPC campaign. The more you’re willing to spend, the more clicks you can get. That said, PPC campaigns can be very successful with relatively small budgets. Use industry standards and your previous data to guide this decision.
3. Pick Your Keywords
As mentioned above, keywords determine your relevance to different searches. Therefore, having the right keywords can get your ad placing at the top of all the right searches. Ideally, your list of keywords should be relevant, exhaustive, and expansive, and it should adapt as you get data indicating what search terms are leading customers to your site.
What Products/Services Does PPC Work For?
Almost every business can benefit from using PPC, including;
- Niche Products – Anything rare or hard to find is likely going to require customers to search for it, making PPC an ideal way of advertising.
- High-Priced Products and Services – These are the kinds of purchases that many customers want to spend time researching options. What better way to advertise your business to them than putting PPC ads where they’re already going to be looking?
- Lifetime Value Services – Similar to high-priced items, customers will want to look into a business before committing to them long-term, and PPC ads can point them directly to what they need to know.
This isn’t an all-inclusive list by any means. However, even if your business doesn’t fall into one of these categories, you can still have very successful PPC campaigns.
Find Out How PPC Can Help Your Online Business
PPC is a successful, budget-friendly type of advertising. It can rapidly increase short-term sales and website traffic to support long-term goals. In addition, it provides a wealth of data to modify current campaigns and plan future ones. Lastly, it has a measurable impact on your business. So if you’re still asking yourself, “Does my online business need PPC?” the answer is yes.
This can all seem daunting, time-consuming, and complicated. Fortunately, you don’t have to do it alone. That’s what the experts are for. To learn even more about PPC or want to get started with PPC advertising for your business, reach out to the friendly marketing specialists at No to the Quo for all your PPC needs.
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