Ready to learn some PPC statistics that’ll prove whether it’s worth the investment?
Google’s advertising and search tools help 1.5 million businesses generate over $283 billion each year. That’s approximately $187,667 for each business. Unfortunately, as you well know, not all businesses that invest make the same amount.
Whereas some businesses that use paid-per-click advertising make millions, others take loses. It’s important to remember that as you read this article. Now, do you want to know which businesses are making the money?
Why it’s those with experienced marketers at their helm, of course. Though anyone can make money through PPC, it’s the experts who do the best. So, what does that mean for you?
It means either a boatload of studying or hiring a professional. Either will get you to your intended goal. When you’re ready to change your outlook on paid advertising forever, read on.
AdWords PPC Statistics
A Google PPC ad is worth $2 for every $1 you spend. Wow, just wow. That means you get back twice what you spend.
Now think about that for a minute. What if you had a vending machine that spat out 2 dollars for every dollar you put in. How many dollars would you put in? Every dollar you owned, right?
You’d stay there night and day until they dragged you away.
Well, Google is making that claim, and they have the figures to back that claim. But that doesn’t mean it’s as easy as using a vending machine. The world of PPC advertising requires a lot of work and has a steep learning curve.
Organic vs PPC Links
Those who arrive at a retailer’s site from a paid advert are 50% more likely to make a purchase than those who arrive from an organic link. How would that affect your business?
What kind of yearly returns would you see if each of your customers was 50% more likely to make a purchase? That means 50% more sales. And they all took place without direct human interaction.
That’s the power of PPC. Once you dial in your market and create your ads, you can let the system run on autopilot. Then you can upscale or downscale just by increasing or decreasing the amount you spend on ads each week.
You don’t have to do any additional work.
According to AccuraCast, the average click-through rate for an ad in the first spot of search engine results page is 7.94%. The average click-through rates for a regular ad is 2.0%.
Ok, now this one’s a little harder to dissect. It’s talking specifically about ads on a search engine results page, like the ones you land on after you enter a query into Google. As the results page pops up, you’ll notice ads on the top, side, and bottom of the page.
The ones that land at the top of the page have a ridiculously high click-through rate of about 8%. That means that about 8 out of every 100 people who view the page, click on that ad and land on the advertiser’s website.
So long as your website converts your traffic into buying customers, you’re talking about an absurd ROI.
Brand Awareness Statistics
Modern PPC advertising focuses on more than getting more visitors to your website. Google AdWords and its competitors realize that your business’s key performance indicators may include things outside of web traffic.
That’s why they include other options, such as getting customers to call your business over the phone. Or, increase the number of in-person visits to your store.
Brand awareness is another big one. For those of you who need a refresher, brand awareness is the extent to which your brand is recognized by people. The more people notice your products, the more they’re likely to buy from you.
Well, search ads lift brand awareness by an average of 6.6%. It takes companies like Coke and Estee Lauder billions of dollars to raise awareness by 6.6%. It could take you the cost of a moderate PPC campaign. You do the math.
Web Traffic Statistics
According to Contently, Businesses that use YouTube ads get a 20% increase to their website traffic. If you don’t already know, Google owns YouTube. You can include PPC YouTube ads in your AdWords campaign.
What would a 20% increase in web traffic do for your business? If your site’s set up to convert, then 20% more traffic would mean 20% more business. How would that change the way your business runs?
High-Volume Lead Statistics
PPC ads are responsible for driving 17% of high-volume leads to marketing experts. This statistic is crucial if you run a business relies on a small number of customers. Or, if you’d like to switch your business from relying on a huge client list to a smaller client list.
Think about Paula, for instance. She runs a strength-training outcall business. She goes to people’s houses and teaches them how to lift weights, stretch, and eat right.
It’s much easier for her to work with 5 people a week rather than 25. It takes less time for her to build new workout schedules, perform client intakes, and drive to unknown locations.
Her clients also make bigger strength gains, so they’re more likely to refer her to friends. She also creates a closer bond to her clients because she sees them more often.
It’s worth mentioning that there’s a little confusion about how PPC fits in with search engine optimization (SEO). These are two disparate parts of any healthy digital marketing campaign.
You can think of it like this: PPC is for short term gains. SEO is for long term gains. If you throw up some PPC adverts today, you’ll start seeing your returns by tonight. If you dial in your SEO today, you’ll see your returns over the next six months to a year.
Now that you have the PPC statistics to back the claims, what will you do? Are you ready to dive into the world of PPC and build your first campaign? If so, please do your research. Remember, these statistics favor the experts.
If you loved this article, please pop over to our library and peruse our broad selection of recent PPC articles. So long and good luck!
Pay per click (PPC) ads are a billion dollar industry. Once you’ve experienced an uptick in business because of online advertising you’ll see why people spend so much on it.
PPC can be a very powerful tool, but it’s also difficult to get right.
Your ads are displaying on the right pages, and people keep clicking them. But when you look at the conversion rates, they’re lower than you imaged.
People are seeing your ads and are even interacting with them, but you have yet to make one sale or secure a solid lead.
Do you want to know how to improve ad conversion and make your PPC campaigns more successful?
If you’re ready to improve PPC, you’ve come to the right place. Read on to learn some common reasons why your ads aren’t performing the way you want them to.
Why Your Ad Conversion Is Low
Ad conversion can be tricky for even the most experienced PPC marketers. PPC ads are constantly changing, and you need to switch up your practices and pay attention to your campaigns if you want them to be successful.
If you’re having trouble with your PPC ads, you may be making some of these common and costly mistakes.
Your Keywords Are Off
Keywords play a very important role in the success of your PPC ad campaign. If you’re choosing the wrong words to target, you won’t have a lot of success with your ads.
It may seem like selecting the most popular keywords in your industry is a solid PPC strategy, but the opposite is actually true.
Very popular keywords are going to be difficult to bid on. The competition for them is high, and you’ll end up paying too much for each click you get.
If you want to see ads convert, consider choosing keywords that are still relevant to your campaign but cost less.
Instead of going for broad keywords, get as specific as possible. Add locations to your keywords so you can make sure that you’re targetting people in your area.
Your Text Isn’t Compelling
All forms of advertising serve the same purpose. They’re designed to get people interested in products or services.
If you aren’t seeing conversions or clicks, it could be because people aren’t moved by your ad text.
Writing PPC copy can be tricky because you have such a limited amount of space. That’s why it’s important for you to write catchy attention-grabbing text.
If you’re looking for text that’s sure to stand out and grab someone’s attention, start off by adding a deal. Mention that you’re offering a discount and people will be interested in seeing what you’re offering.
You Aren’t Using Negative Keywords
Language is a tricky thing. Words can have several meanings, and if you don’t account for them, you could end up spending money on ads that won’t convert because the people clicking on them aren’t interested.
If you offer financial forecasting services, you don’t want people clicking on your ads that want the weather forecast. If you sell tough construction nails, you won’t want beauticians looking for nail strengthing products.
It’s import to take the time to list keywords that might be used in connection with your target keywords, but draw the wrong type of traffic as keywords to be excluded.
This is another reason why choosing the right keywords for your campaign is important. You want to make sure that you’re able to reach the right audience.
What do you want people to do when they land on your website from a PPC ad?
Let’s say you want people to fill out a form so someone can contact them later. Ask yourself, is it easy to find that form on the page, or do they have to scroll to find it? Also, is the form designed well, and does it have all of the information you need?
Maybe you want people to make a purchase as soon as they get on your website. Ask yourself if it’s easy for people to browse products on your website, or if it’s easy to make a purchase and check out.
Your landing page and website play an important role in PPC ads. If they aren’t functioning well, you could be losing out on a lot of business.
You’re Targetting the Wrong People
When was the last time you checked on your targeting settings? If you’re experiencing a low conversion rate, the problem may be that you aren’t targetting the right people.
If you’re only targetting people in your targetted locations or searching for your targetted locations, you’re missing out on a lot of potential customers.
Change your settings to “people in, or who show interest in, your targetted location”. This allows you to reach a lot more people who could be interested in your products or services.
You’re Expecting Too Much
Maybe you’ve targetted everything expertly and your landing page content and website are set up correctly. Your keywords are affordable and your ad text is compelling.
But despite everything, your ads still aren’t converting.
The problem may not be your ad strategy, it could be your expectations from people that click on the ads.
If you expect people to fill out a form the first time they visit your website, don’t make the form extremely long and detailed. Ask for the minimum amount of information you need from them, and find the rest in a follow-up.
If you want people to try out a product or service, don’t immediately direct them towards the most expensive ones. Try promoting something more affordable and see how your ads perform.
Start Converting Today
Now that you know about common ad conversion mistakes, it may be time to get your PPC campaigns into the hands of professionals.
If you’re ready to start seeing results from PPC advertising, you’ve come to the right place. Reach out today so we can figure out the best online advertising strategy for your needs.
Are you in the dark when it comes to your PPC keywords?
Many of us have dipped our toes into PPC advertising and found that it’s not quite as easy as punching in high search volume keywords and generating an impressive ROI.
Instead, PPC advertising ends up being as nuanced as all other facets of digital marketing. Your keywords are the underpinning of the entire campaign and they’re more responsible for your success than you can imagine.
If you’re looking to boost your traffic through the use of PPC advertising, you’re in the right place. Read on for a serious discussion about the use of keywords in paid advertising.
It’s Not Just About Search Volume
When you’re looking at increasing your spending on PPC many people go the obvious route: high volume keywords.
It’s not a bad strategy and ignoring the volume of queries directed at your keywords can be a worse mistake than ignoring it entirely.
But the truth is that there’s more to all of this than search volume. While some advertisers focus on the minimal amount of copy it’s the type of keywords that will make or break your ad campaign.
You’ll be paying per click, so maximizing your investment is the biggest concern. If your ad is seen by ten thousand, clicked on by a thousand, and ends up with ten conversions you’re in trouble.
On the other hand, an ad seen by 1,000 users, clicked on 100 times, and making 50 sales nets you a lot more revenue for your business.
The key to making sure that your ROI stays in the black is a relatively simple concept.
Take a Look at User Intent
Chances are that if you’ve made it this far you’re using a keyword scraper or other piece of software to gather the necessary information for your campaign.
Google Keyword Planner will give you some information, although experienced marketers often use more complex and expensive tools. GKP provides a minimal experience so things end up being in your hands.
There are three main types of searches:
Informational searches are often targeted by those without a lot of experience. They often have a high search volume, which increases the visibility of the ad.
They’re also not going to be high converting. If someone is trying to figure out how to cobble together a DIY version of your product, for instance, you’re unlikely to make a sale and a click is just wasted ad spend.
On the other hand, if your product offers a solution to the problem and you can convey it within the limited space given by Google Ads then they can be money makers. It’s very much a case-by-case basis.
Meanwhile, searches with a commercial intention are the primary money makers. Since someone is generally looking to buy something already you stand a much better chance at conversion.
Navigational keywords aren’t a big money maker for brands without wide recognition. They’re generally used by people simply for convenience. If you want a Forbes article on SEO you might just add “Forbes” to your query, for instance.
It’s often best to avoid navigational keywords entirely when it comes to PPC. Once you have a bit of recognition within the search engine they can be useful but they may not convert. Since it’s a search of convenience people are likely to click but their intentions can be opaque and you’re still out ad spend for each click.
However, navigational keywords for your competitor’s brand can net you some serious results since you’re likely to appear above them in the rankings depending on your bid. In either case, you’ll be showing your customer’s there’s an alternative and that has the potential for either a current or future sale to be made.
Determining the Intention of PPC Keywords
Making a keyword list is relatively easy. Google Keyword Planner suggests terms and there are many other tools which can either scrape keywords or bring you better suggestions.
Each keyword needs to be sorted by intention. Commercial intentions should get the highest priority, followed by informational queries which can be turned into a transaction.
Navigational keywords can be ignored safely by someone beginning, but as time goes on you’ll want to begin to target competitors and see how if you can’t acquire some of their customers.
From there, begin your campaign with the highest search traffic keywords that you’re certain have a commercial intent behind them. Fine tune things each step of the way and slowly add in new keywords and campaigns while keeping an eye on the data.
This is probably the biggest hurdle for someone brand new to the world of PPC advertisement. Avoid the temptation of general keywords with high volume and you’re looking at a much better outlook, especially early in a campaign’s life.
Don’t Ignore Negative Keywords
Negative keywords are often overlooked by those new to PPC advertising but really they should be implemented from day one.
Aside from the obvious words like “free” you can use negative keywords to help filter out those who have no intention of making a purchase.
For instance, if you’re selling blenders you may want to remove words like “discount,” “used,” and “repair” to avoid Google users who aren’t going to be buying your product.
It can take a lot of fine tuning and it won’t net you a higher click-through-rate on your advertisement. What it will do is keep your ad spend reserved for those who are more likely to make a purchase.
The Bottom Line
Picking out your PPC keywords isn’t as complicated as people think. By properly targeting competitor keywords and keeping your focus on people looking to make a transaction you can maximize your ROI.
Learning PPC can be challenging, there really are no hard and fast guidelines to abide by and each campaign is its own creature.
If you’re looking to learn more about PPC advertising as a whole, then check out our blog and start driving yourself to whole new levels of success.
A rock-solid digital marketing plan is essential in this day and age. There’s a lot to learn about working on inbound marketing, though, and it seems like there are so many options that you have to be selective about where to spend your time and money.
Search engine optimizations and pay-per-click marketing are two areas that you’ve probably heard of. They’re two of the most important aspects of digital marketing, and it’s important that you understand what they are.
But the nice thing is, you don’t have to choose between SEO and PPC because they actually work together on many levels. This means a lot of your work in both areas will overlap.
We’re going to go into a few of the ways that these two areas work together.
Where SEO and PPC Work Together
While not every area of SEO works together with PPC, there are definitely a number of ways, both directly and indirectly, that one benefits the other.
1. Both Generate Traffic
Any way you swing it, the point of SEO and PPC is to generate and attract traffic to come to your site. Each platform has a different means of attempting to get the user to do what you would like them to (make purchases, subscribe, download, whatever), but each one drives traffic.
2. Your Keyword Research Can Apply to Both
When you’re creating content for your SEO platform, the content you create should be based on your research of keyword searches in your niche.
So, when your users are searching for one thing, you should create content about that thing so that users find your blog post when they look for it. Generally, creating content in response to keyword trends is effective.
The nice thing is, you also have to use keywords in your advertisements. You’re responsible for optimizing your PPC ads with keywords, and you can save time on that by just using the words that you’re using for your content creation.
Pro tip: they’re going to be the same keywords.
3. PPC Success Can Inform SEO
When you see some measure of success in one of your pay-per-click campaigns, you can make a note of the titles, tags, and meta descriptions that you’ve used.
Those specific pieces of your ad can be used when you generate content for your blog posting and content creation platforms. It’s wise to test out your tags, titles, meta descriptions in your PPC campaign first because the results are pretty immediate.
Generally, the platform you use for PPC will be able to give you metrics of your ad pretty quickly after it’s out. SEO, on the other hand, is a less exact science and it’s harder to tell how you’re doing in a short amount of time.
This way, you can throw things into PPC, see how they do, then use them in your SEO content creation if they’re worthwhile.
4. Direct Traffic To Your Optimized Posts
In many ways, content creation platforms are meant to be like a funnel.
Your efforts normally involve two types of content. First, you have the heavy hitters that are highly specific to your product and infuse quality calls to action that will generate conversions.
These are pages that, for one reason or another, people aren’t typically going to search for. In general, that’s how it goes for a brand’s product-specific pages. That’s why you need to create the second kind of content to draw people in.
That content is the kind that is created in response to keyword trends. Those pieces are created in order to answer questions or problems that users are having at the moment. Once users click those pieces, they will be directed or called to click on the more central product pages.
As more and more users are directed toward your pages, those pages will begin to rank higher and higher, as the traffic you’ve gained is a good indicator to search engines that your site is valuable.
Your pay-per-click advertisements can serve the same purpose as the secondary sites in response to keyword research– they can direct traffic to the pages that you want to rank highly.
5. More Visibility on Different Platforms
It’s really hard to generate a following on literally any social media platform. Unless you already have a name for yourself, you’re going to have to take the slow climb up the social media mountain.
That means reaching out to people, creating content that you hope will be liked and shared, eventually leading to followers, and more. That takes a long time.
The point of being present on social media, though, is to allow yourself to be in user feeds and generate interest when you have a new product, service, or message to relay. PPC allows you to be present for very specific users that you have in your target demographic.
If you’re unfamiliar with PPC through social media and Google, keep in mind that you are able to present your content to some very specific audiences.
When that happens, your ads will generate interest in your pages directly without you having to wait a thousand years to have a few followers who share your content. That interest will lead to followers.
This is an excellent way to blast your popularity up across social media platforms in relatively short amounts of time. The speed of your rise depends on your marketing budget and the quality of your ads.
The great thing is, once you have the following, you can post your SEO optimize blog content on your social media sites and drive traffic to your site that way.
Interested in Learning More?
Hopefully, this article has showed you a glimpse into the relationship between SEO and PPC. We also hope you see the significance that each has in the success of the other.
It’s important to understand how these two pillars of digital marketing work in generating success for your business. If you’re interested in getting started with SEO or PPC, visit our site to learn more.