Guest blog by Ryan Danforth, January 15, 2021

Looking back at 2020, we marvel at how much the world changed in a year. Even in online marketing, we notice that more people are online than ever before. Strangely, instead of increasing their spending, businesses are doing the opposite; they are tightening their marketing budget. Let’s take a look at a powerful marketing tool that all businesses should consider, PPC Advertising.

Businesses are not giving up on advertising, but adopting low-cost and high-impact options such as PPC (Pay-Per-Click). PPC is an advertising model in which you display ads on SERPs (Search Engine Results Page), websites, social media, and a host of other places. You pay the advertising platform only when a user clicks on the advertisement.

This marketing model has existed for a long time. If you haven’t used it yet, then the following list of 7 top benefits will convince you to try PPC advertising.

More Than Two-Thirds Of B2B Companies Have Gained A Customer From LinkedIn Paid Ads.

1. Reach Your Target Audience With PPC Advertising

PPC paves the best path to reach your ideal customers. Businesses can decide who sees their ads, when, where, and a lot more. With the help of keyword research, businesses can find the words and phrases that their target audience is using while looking for information about a product or service. Later, you can bid only on those keywords that increase the chances of clicks from your ideal customers.

People at different stages of the sales funnel use different keywords during the search. With the tools that PPC advertising provides, you can display the right ads in front of those customers who are most likely to act on them. PPC also allows you to target customers based on location, interests, demographics, and behaviors.

By combining the power of analytics with PPC, you can learn why the users who clicked the ad didn’t convert. Then through retargeting, you can serve ads at places where the users frequent and nudge them to make a buying decision.

Local Businesses That Use PPC Advertising See An Increase In Customer Visits By 107%.

2. Create Ads And Launch Campaigns In No Time

Persuasive PPC ad copies are easy and quick to create if you know the secret recipe. Most PPC ad campaigns fail because the ad copies are all alike. Learning from the competition is a fair strategy. But if your copy is only slightly different from the others, it may not get much attention. To capture attention, focus on the pain points, and offer your solution to the target audience.

You’ll be wasting time and money if you don’t know what you need or what you’re doing. Find out and collect the materials needed to run a PPC advertising campaign. If your ad copy, landing page, customer profile, and other details are in order, you can set up a PPC campaign in minutes and get going.

PPC campaigns are simple to set up. Moreover, there are marketing blogs, video tutorials, and ebooks to guide you through the process and create a successful campaign.

On Average, Businesses Make $2 For Every Dollar They Invest In PPC Advertising.

3. Get Total Control Over The Campaign

The PPC advertising model gives businesses the freedom to decide every aspect of the campaign. That’s what most businesses want. The range of options that Google and other PPC marketing platforms offer lets you choose what ads appear, where they appear, and the keywords for which they appear. One of the biggest advantages of PPC is that it allows you to decide the spending limit.

PPC is a boon to small businesses because even with a small budget, businesses can achieve great results. Whether you’re a multi-national corporation or a mom-and-pop store, you can run a successful advertising campaign within the budget limit.

You can also change ads, tweak your strategy, and optimize the campaign at any point in time. After analyzing the stats that PPC provides, you can ditch anything that is not working and make changes in a matter of minutes. With other forms of advertising models, you won’t get all these above-mentioned benefits.

Ads That Start With Buying Keywords Receive 65% Of Clicks.

4. Track The Progress And Measure The Success Of The Campaign

Although there are other PPC advertising platforms, Google Ads is by far the best place to begin. That’s because it’s easy to track vital parameters and measure the performance of the campaign using Google Analytics. Every detail of the ad campaign, which you feel is important, can be tracked, measured, compared, and imported for further analysis.

PPC advertising campaigns generate a huge amount of data. You should keep your focus only on metrics that are related to the business goals. Some of the most important metrics that businesses should track are Clicks, CTR, Cost per Click, Cost per Conversion, Quality Score, Impressions, ROAS, and Total Conversion Value.

By analyzing the campaign metrics it’s easy to study the performance of the campaign and how much the business has benefited from the investment. Without these metrics, you won’t be able to make improvements to the campaign and make it more profitable.

75% Of People Say Paid Ads Have Helped Them Find The Information They Were Searching For.

5. Boosts Traffic, Brand Awareness, Leads, And Sales

All businesses strive to increase their sales, thereby earning higher revenue. PPC marketing contributes to sales and all the steps leading to that point and beyond.

For a start, the PPC campaign improves the reach of your brand, resulting in greater exposure to your product or service. With the help of PPC advertising, businesses get entry into new markets and an opportunity to engage with new customers.

Search engines witness hundreds and thousands of searchers every second. Most of the users look for products, services, or seek solutions for their problems. Responding to their searches or queries with unique answers will earn you recognition.

As more customers find your ad relevant to their search terms, your business will emerge as the best possible option. Then, the users will disregard the thousands of other options on the page.

Once you create an impression (brand awareness), you can use the flexibility of PPC to display the ads on SERP, display networks, and third-party sites to convert landing page visitors into leads and sales.

Compared To Organic Visitors, PPC Visitors Are 50% More Likely To Buy A Product Or Service.

6. PPC Advertising Delivers Quick Results

Organic SEO and marketing are inexpensive, but the process takes a long time to yield the desired results. You’ll have to wait a long time to see the landing page rank for your chosen terms. It can take months to even decide whether the tactics are working or not.

In PPC advertising, you’re not fighting to appear on the first page. That’s because within hours your ads with the selected keyword are displayed at the top of the search page. The PPC advertising model creates a level playing field for everyone. It helps businesses catch up with the competition that had an early start.

PPC Advertising Can Boost Traffic To A Landing Page By 300%.

7. Works Well With Other Marketing Techniques

The various types of content marketing occupy the lion’s share of the digital marketing space. According to a study, soon 82% of the web traffic will gravitate towards video content. We also see huge investments in blogs, podcasts, and infographics.

PPC can take potential customers to the content quickly and more effectively, thus boosting the return on investment in content marketing. There exist a mutualistic relationship between SEO and PPC. Both have the same target audience and similar goals. You can use the data gathered from PPC campaigns and insight gained after analysis to improve SEO efforts.

SEO aims to make the landing page (or website) rank higher and more user-friendly. The main goal of PPC is to drive more traffic to the landing page. Combining both efforts will result in higher conversions and better ROI.

Since the interests of both models overlap frequently, you can use one to find the loopholes in the other. The reverse is also true; you can use the SEO performance data to strengthen the PPC strategy.

Final Thoughts

The 7 top benefits of PPC must have convinced you of its potential. It’s an invaluable tool to have in your arsenal. With PPC advertising, you don’t have to settle for moderate success. This advertising model will accelerate your marketing efforts and lead to a tremendous increase in awareness and conversions.