When you’re operating on a constrictive budget, investing in new advertising initiatives is intimidating. But, the competitiveness of the marketing world demands businesses keep a continual strategy to sustain some form of growth.
PPC is a smart way to do this.
If you’ve never heard of PPC advertising, you’ve probably seen it a thousand times already. PPC ads are present any time a search is done in Google or similar search engines. PPC offers diverse advertising benefits to small business. So what is PPC?
PPC Explained
PPC stands for pay-per-click.
It’s an advertising tool businesses use to promote themselves on the internet. By its standard definition, PPC is an online business model that uses set prices for online advertising. Each time a user clicks on an ad in a search engine or website, the business pays a minimal fee.
Pay-per-click relies on keywords. When a business wants an ad to appear on a Search Engine Results Page, they take part in a bidding system called an Ad Auction. Businesses bid on available keywords and algorithms in Google determine how they are displayed.
3 Advertising Benefits That PPC Can Offer Your Business
PPC is not difficult. Its complexity is no different than any other marketing strategy. If you’re looking for a breakthrough in internet marketing, let’s look closely at three benefits PPC can offer your business.
1. Contributions and Cost Effectiveness
Small businesses start the year chipping away at goals, mainly marketing goals. Pay per click contributes to these goals.
Brand Awareness
PPC gives your company a face in the market. Normal SEO strategy operates on keyword targeting. This method is beneficial but often hinders the way businesses express their brands online.
With Pay Per Click, you control the design of your brand and how you deliver it to internet users.
Lead Generation
PPC aids in building a quality audience. Lead generation is all about building a digital sales pipeline. Through PPC, businesses can track their campaigns and target and filter relevant keywords, generating better leads.
Higher Return on Investment (ROI)
Pay-per-click works on a small business budget. It may appear counter-productive, seeing you’re paying for every ad click. But, if you maximize the metrics in your campaign, you can see a nice return on your investment. Set a budget cap and only target specific customers that fit into the metrics of your campaign.
Marketing through PPC is an effective way to give your business the advertising boost it needs.
2. Experimentation with Products and Services
Consumer taste is fickle. People are trend driven. For this reason, businesses must continually strategize ways to market their products and services based upon changes in the market. To do so requires having access to detailed reporting.
That’s exactly what PPC provides. Google refers to it as AdWords reporting. This is how it works.
Google allows you to link your AdWords and Analytics account together. Once you enable auto-tagging, you’ll be able to view statistical data in Adwords detailing what potential customers do after they click on your ad and reach your website.
This is what’s visible in the report:
- The Rate of Bounce (Bounce Rate): How many times a user only sees one page and launches one event
- Average Visit Time: How long a clicker remains on your website
- Pages Per Visit: How many pages a person views while on your site
- Percentage of Visits: An estimate of people who visit your site for the first time
This information helps businesses run an effective campaign. Adjustments can be made to budgets, and advertisers can alter bids. Also, if clickers are bouncing away from your site after viewing one page, this may be an indication your page needs an upgrade.
Experiment with products and services. Change the layout of your page and test out visual ideas. Don’t junk your page. Be strategic with the presentation of your products and prices. Spell everything out plain on the page.
Without the benefit of PPC reporting, it’s hard to make immediate adjustments in a changing market. Pay Per Click helps small businesses save time and money with detailed reporting.
3. Marketing Compatibility and Techniques
PPC advertising works well with other optimization tools. Paired with a few of the highest digital marketing performance strategies, a small business can run a dynamic campaign, sure to attract lots of clicks and visits.
PPC and SEO
Search Engine Optimization displays your website in web search results. Google (and other search engines) will rank your web name higher if you have a strong SEO strategy. This is based on keywords.
How does this pair with PPC? SEO and PPC often share the same audience, mainly due to shared keywords. This increases your visibility. PPC ads normally take the top three spots on search engine results pages, resulting in an increase in traffic.
Remarketing
Remarketing ads helps keep clickers who visit your site engaged. When a person leaves your website, remarketing will reconnect the visitor by displaying ads across whatever devices they are using.
By doing so, businesses gain access to people when they have an impulse to buy. Ads can be upgraded with images and text to change the dynamic of the campaign. And, remarketing makes your page easy to find when visitors are seeking you out.
Display Network
Display networking is about targeting the right audience. It allows you to streamline messages to prospective customers at an opportune time. You can also engage with current customers using remarketing tools to keep them active on your site.
Benefit from a well-designed PPC marketing plan by implementing these techniques.
Moving Forward
If you’ve been considering the advertising benefits of PPC, reflect on these benefits and incorporate Pay Per Click in your online marketing strategy. PPC optimizes cost-effectiveness, helps build a target audience, and gives your brand a strong online presence.
Digital marketing is necessary for online success. Drive your business forward by giving it the best chance at online success.
Review our online content about PPC to better familiarize your business with this marketing strategy.
