Guest Post from SerpWatch, the Best Rank Tracker for Modern SEO Professionals.
The simplest answer to this question would be that we live in an online shopping and content consuming world and in such, PPC advertising is almost inevitable. And yet, only around 45% of small businesses have incorporated it into their marketing mix.
Pay Per Click advertising is considered a fairly new advertising strategy, and many business owners still haven’t accepted it as a must-have component in the overall marketing approach of their business.
Well, while PPC isn’t something Don Draper would do, or something that includes flashy billboard imagery, it most definitely is a strategy most of today’s marketing managers aim for as it is cost-effective, controllable, easily measurable, and effective.
So let’s dive a little deeper into what PPC actually is and why should your marketing mix assign a significant portion of effort into it.
What is PPC?
PPC or Pay Per Click advertising is an internet marketing model aimed at driving profitable traffic to your website. As an advertiser, you determine how much you want to spend on each click on your ads and further optimize your bids and campaign settings to best reach your target audience and convert them.
The guys from SERPwatch did a very comprehensive infographic, in which they explain the core elements of PPC, along with some cool and related facts and stats about the strategy. Check it out at the end of this post.
Growing a business with PPC
PPC can help you grow your business beyond what you already know. Just think about it: do you know just how many people search for your solutions online at any given moment? If you’re not advertising online, you may be missing out on a rather significant portion of potential customers.
Boosting brand awareness
Whether your business has been in the market for a long time or is just starting out, PPC can help boost brand awareness in a very cost-effective and streamlined way. Considering people now are spending about 24 hours a week online, can you imagine just how much and how quickly you can expand the reach of your brand message with PPC? It’s quite a lot, and quite fast — 80% in boost with just search ads, to be exact.
The edge that PPC has on traditional advertising methods is that you (the marketer or business owner) get to control how much is spent on a campaign. You set your budget upfront, and the system won’t spend anything more than the set limit. How cool is that?
However, please don’t think that you don’t need to do a deep analysis first as to how much is the minimum amount for a bid in your target market, if you want your advertising to be effective.
PPC advertising is designed to allow you to send your message to the people who are specifically interested in what you’re offering and actively searching for your solutions online. And that is the level of targeting from the very start of PPC that other advertising methods don’t do. Additionally, the system allows you to fine tune your target audience by many parameters: geography, demographics, and interests.
Measurement made simple
With traditional advertising such as TV, once your message is sent to the targeted audience, you have no idea what will happen next. Did people actually see it? Did they call you? Did they purchase something? Basically, with traditional advertising, you can’t really measure your advertising efforts well.
With PPC, you can keep track of your website visitors and understand what is it that brought those visitors to your website, what caught the attention, and why they convert or didn’t convert into a buying customer. Afterwards, based on actionable data, you can fine tune your campaigns.
Impressive ROI stats
Finally, the ultimate reason why you should start a PPC campaign is the incredible ROI that you can get. Stats show that for every $1 spent on Google Ads, businesses generate back $2 in revenue.
Sounds lucrative, doesn’t it?
Due to the extension of the infographics we send you to its original address in SerpWatch.