Digital marketing may be one of the only places to safely assume that if your friends and competitors are doing it – and it’s working – then you should, too. Pay-Per-Click advertising is one of these strategies that might seem risky judging from the P-word “pay” being in the name. Still, driving traffic toward your business and away from competitors is beneficial. With consumers relying on search engines to find products and services, those margins on search pages become highly valuable for ad space, and PPC can help put your business first.
If you’re still on the fence, here are five compelling reasons to reconsider using Pay-Per-Click in your business strategy.
- Immediate Results and Measurable ROI
There isn’t much of a waiting game with PPC advertising. Unlike traditional marketing methods that require time to gain traction, PPC campaigns can start showing results within hours of setting them up. Think of how quickly you might click on a Google Ad when purchasing something online. As soon as your PPC ad is live, millions of potential clicks are happening within minutes or even seconds. This means you can instantly connect with large audiences actively searching for what you have to offer.
Moreover, PPC platforms like Google Ads provide comprehensive tracking and reporting tools. These tools produce full breakdowns through data on the effectiveness of your campaigns, click-through rates, conversion rates, session duration, and other key metrics. This data accurately shows you what’s working for your ad campaign and what isn’t, so you can take the necessary steps to refine your strategy.
- Targeted Reach and Increased Visibility
With PPC advertising, you have full control over who sees your ads and for how long. If your audience behaves nocturnally, you can display your ads during later hours and vice versa for the daytime crowds. PPC also incorporates that all-too-familiar SEO strategy by utilizing targeted keywords, demographics, and locations so that your ads are shown only to the most relevant audience.
The more up-time and appearances your brand’s ads have online, the more visibility you’ll garner on search engine results pages (SERPS). Even if users don’t click on your ad content, seeing them helps create brand awareness and authority as a reputable business.
Don’t let the “pay” part scare you. Contrary to popular belief, PPC advertising can be cost-effective, even for smaller businesses. You won’t be burning a hole in your business budget because PPC allows you to set the cost and pay only when someone clicks on your ad. Up-time and how often your ad appears on search pages won’t cause the price to skyrocket; it will stay at the negotiated rate, and you’ll only be spending money on actual engagement.
- Customizable Campaigns
If you want more agency in your ad campaigns, PPC offers great flexibility and a wide range of customization options. In keeping up with content marketing trends, PPC platforms allow you to experiment with different ad formats to see which resonates with your audience. From text ads, display, shopping ads, and your favorite YouTube videos, even YouTube, PPC can shapeshift into whatever best fits your brand style and tone.
- Competitive Advantage and Enhanced SEO
The first few PPC ads in the margin are important when searching for goods and services online. Eyes will naturally drift to these ads over others and generate more leads, negatively impacting the visibility of outranked spots further down the line. PPC allows you to place bids on that prime ad space real estate. By strategically targeting relevant keywords in a virtual auction, you can boot out your competitors by checking where your ad falls on the SERPs and adjusting your bid. Be aware that this can get pricey if you aren’t careful – don’t wave your bid paddle until you’re sure your budget can handle the expense.
The bidding works in tandem with common SEO practices. Analyzing your PPC data lets you identify high-performance keywords and maximize their use in your campaign strategy.
Anything that involves your business shelling out cash for performance-based success can be bank-breaking if you aren’t careful. Still, PPC isn’t popular for no reason. Because of its high flexibility in price and usage, businesses are profiting from quick turn-around while easily maintaining control over their budgets. By leveraging the advantages of PPC advertising, you can better connect with your audience and broadcast your brand simultaneously by playing a bit of ad-space Jenga – and actually winning.