Digital marketing provides businesses with the opportunity to reach even more customers than ever. A strong digital marketing strategy utilising channels such as SEO, PPC and social media can help you to build brand awareness, attract new customers and drive sales for your business.
According to Hubspot, 63% of people have clicked on a Google Ad so they provide a great way to reach more potential customers than ever.
In this article, we will be looking at what PPC is and how it can drive results for your business.
What is PPC?
PPC stands for pay per click and is also known as Paid Search. With traditional advertising, you are charged to display an advert in a particular publication, on a billboard or on television. On the other hand, when you run PPC adverts, you are only charged once a user clicks on your ad.
Your ads will appear in the search engine results when someone searches for a keyword or phrase related to your products or services. Popular PPC platforms include Google Ads and Bing Ads.
How Can PPC Help You Grow Your Business?
When it comes to growing your business through digital marketing, PPC can offer a number of benefits.
1. Contributes Directly To Your Business Goals And Revenue
Like any marketing strategy, PPC can help you to meet your business goals. Whether it’s generating leads or sales for your business or building brand awareness for your business, PPC can help you to meet these goals.
The PPC platforms you can use have KPIs built in as campaign goals which allows you to align with your overall business goals. Search ads provide the following goals for your ads:
- Website traffic
- Brands awareness
- App downloads
- Offline conversions
You can track all of these results and find out exactly how many website visits or conversions have been driven through your spend and how your campaigns have helped you work towards your goals.
2. Provides Full Control Over Campaigns
PPC provides you with maximum control over your advertising campaigns from your budget through to who you’re reaching through your ads and how long the ads will be running for. In addition, you can also decide whether to increase or decrease your budget depending on how your ads are performing.
So, if you have ads that are not working, you can turn them off or tweak them until you find something that works so you’re not wasting your budget. On the other hand, if you have ads or campaigns that are performing particularly well, you can add budget to increase the results you achieve.
This control differs from traditional advertising in which you hand over the control of your advertising to the media outlets the ads are purchased and shown through. PPC allows you to see exactly how your ads are performing, who you’re targeting and how much you’re spending to reach those people.
3. Target a Specific Audience
PPC ads allow you to specifically target the customers who fall within your target audience and who are most likely to engage with your ads.
PPC advertising platforms allow you to target groups of people based on:
- Age, gender, language and other demographics
- Global, national and local location
- Shopping habits, interests and web browsing habits
- Device, mobile, desktop and cross platform browsing habits
- Education level, income and work experience
- Life events such as getting married, having children, moving house
These ads allow you to drive high quality, highly targeted traffic to your website. You can also target the keywords that your target audience is most likely to be interested in and which are more likely to engage them.
4. Drives Instant Traffic To Your Website
SEO and other digital marketing strategies can take time to work and it can take a few months to even start seeing results. However, PPC offers a way to reach your target audience quickly and you’ll start seeing results straight away.
This is useful for newer businesses looking to build brand awareness or for time limited events such as sales or seasonal events where SEO will take too long to build.
Paid search provides around 15% of web traffic for businesses and, once you have applied your budget and create your ads, you will immediately start to attract clicks and conversions for your business. PPC campaigns will also provide better results over time as they can provide feedback on performance. This can then be used to tweak and refine your campaigns, improve your keyword targeting, focus on your most engaged audiences and use bid strategies more efficiently.
5. PPC Provides a Wealth Of Customer Data
The data you gain from your PPC campaigns can not only be used to improve your Paid Search campaigns, it can also be used to inform other digital marketing strategies too. Your SEO and content marketing strategies can be informed by the audiences and keywords that are most effective for your PPC campaigns. As SEO strategies can take longer to show results, having this data will give you a head start instead of having to experiment to see what resonates with your audience.
6. Increase Conversions And Sales For Your Business
PPC is the perfect way to get your brand, products and services in front of your target audience at the exact moment they’re browsing and searching online. It can help you to reach a much wider range of potential customers who are actively looking to buy something.
Appearing at the top of the search engine results will drive more traffic to your website and, if you’ve got your targeting right and your website is optimised, should also drive conversions too. In fact, 65% of people click on ads when making a purchase so appearing exactly when they’re searching to buy is going to help you boost your business.
PPC ads immediately put your brand at the top of the search engine results page where around 41% of clicks go to the top three paid ads.
7. Retarget Previous Site Visitors
Remarketing campaigns allow you to continue reaching the visitors who have clicked on your ads or visited your site but haven’t converted yet. Remarketing is a highly effective marketing strategy because these users have already shown an interest in your products or services but might not be ready to buy yet. Through remarketing you can show ads to them on social media channels or on the websites they’re using to remind them of your brand.
When they’re ready to buy, they’re more likely to choose your brand. This also allows you to target people who have already bought from you by upselling to existing customers or advertising other products that align with their interests.