7 Ways Pay-Per-Click Campaigns Can Benefit Your Business
Are you getting the results your business expects from your digital marketing? Read about the benefits of pay-per-click campaigns to give your business a boost.
As a small and local business, you have probably considered investing more in Google for your digital marketing strategy. But it can be difficult to know if organic or paid marketing is right for you. Since Google owns 92% of the global search market, you may consider organic marketing over advertising.
Before making that decision, it's important to know the benefits of advertising. Specifically, pay-per-click (PPC) marketing. With pay-per-click campaigns, you don't pay anything unless someone clicks your ad. This form of advertising is easy to implement, and you're not investing significant money unless your ads are successful.
Here are 7 ways in which PPC can benefit your business.
1. PPC Is Measurable
Google Ads include a Tools section. With this tool, you can search for keywords, update your account, and control your ad placements. Google Ads Tools also shows many metrics, including clicks, impressions, conversions, and what kind of traffic you're generating. With this information, you can measure your ad performance and if the results are worth your budget.
This is a major reason why many brands choose PPC over other methods, such as social media advertising. While most social media platforms offer comprehensive tools, Google Ads Tools offer more clarity so you can make the best decision for your campaign. This is especially true for traditional marketing methods, such as billboard advertising. With Google Ads Tools, you will know if your ads are achieving your goals or not.
2. You Have Full Control
Google Ads gives you control over your ads to ensure you reach the right audience. You can place the ads where you want and choose the keywords you want to target. Businesses can also be restrictive on ad placement, ensuring ads only show up in the right places.
Plus, Google Ads can be flexible on your budget. Do you want to start small? You can bid on lower-priced keywords to keep your budget low. This is also a good strategy for anyone new to PPC. If your ads perform well, you can increase your budget during your next campaign.
Keep in mind that Google algorithms do have the final say in your ad placements. But if your ad isn't performing well, you can always pull it down.
3. Implement Your Campaign Quickly
Are you hesitant about trying PPC because other businesses have been investing in advertising for longer? You can get your PPC campaign up and running in a short amount of time. When you create the right ads and optimize them with the best keywords, you can start seeing results quickly.
This is a great comparison to organic marketing methods such as SEO. Reaching the top of organic search engine results can take months. If you optimize PPC well, your ads can reach the top Google result in minutes. Plus, you are more than likely to target those who don't already know about your brand.
4. More Options
There are many ways to gain brand exposure with PPC. Here are different ways to utilize PPC marketing:
- Website ads
- Search ads
- Retargeting ads
- Targeting specific demographics
With display and search ads, you can generate new interest in your brand. And with retargeting, you can ensure you retain your existing customers with advertising. The ads you create also depend on your type of business and the products or services you sell. For example, you can invest more in existing products to attract a new audience while using retargeting ads to introduce existing customers to a new product.
Are you not sure which method to use? You can test your ads to determine which method generates the best results. Google offers A/B testing, so you can make the best decisions by gauging your ad performance and budget.
5. Can Align With Other Marketing Channels
While we have explained why PPC is better than other types of marketing, understand that these campaigns can also complement other digital marketing methods.
Take organic marketing methods, such as content creation, as an example. Creating high-quality content can establish your brand as a leader in your niche. This creates trust and interest among customers, impacting your sales.
What if you want more people to consume your content? This is where PPC comes in. With PPC, your brand is more visible to potential customers than your competitors. You can increase brand awareness and sales while still maintaining a good ROI.
PPC and SEO is another prime example. Both methods operate on Google, so you're attracting the same audience.
6. You Can Stay Competitive
You're not the only one researching the benefits of PPC. Your competitors have the same thoughts as you. Some have maybe even started their own PPC campaign. This is why PPC ensures your business stays competitive. If your competitors benefit from PPC, you lose the sales and market advantages that your competitors are generating.
Keep in mind that your PPC success against the competition also depends on the size, influence, and budget that your competitors may have. For example, if your biggest competitors are well-known names, they have the budget to invest in the best-performing keywords. Since they're a recognizable name, potential customers may be more willing to click their ads.
You can still out-compete these competitors by investing in niche keywords that may still be affordable.
7. Can Better Target Your Audience
As stated previously, you have control over PPC ads. Not only can you create the right ads and invest in the best keywords, but you can also target a specific audience. You can place your ads on websites and other channels that better reflect certain demographics, such as location. You can also place your ads if you're targeting an audience with specific interests or behaviors.
Get Help With Pay-Per-Click Campaigns and More
While there are many benefits of pay-per-click campaigns, getting started is more difficult than you think. That's why it's beneficial to have a professional on your side. Not just for PPC but for your entire digital marketing campaign.
We offer many marketing services, including web design and development, SEO, creative design, and inbound marketing. Contact us for a consultation.