Used to be when advertising was just something that you either saw in newspapers and other print collaterals, or on television while watching your favourite show, movie, news etc.
Internet changed the advertising game. Earlier forms of internet marketing such as, mails and other forms of spams are now outdone by the new forms of online advertising like, Pay Per Click (PPC), Paid Search Ads, Cost Per Impression (CPM), to name a few.
Today, we will be talking about Pay Per Click (PPC). We’ll be looking at what PPC is and how it works.
Then we’ll move on to 5 irresistible reasons why PPC is a must for your business.
Let’s get started.
What is PPC?
Right, if you’re someone who has been into the world of Digital Marketing for some time now, then you are sure to be familiar PPC.
But for the uninitiated and the ones thinking of going down the PPC route, I’ll be breaking down the, What and Why of it.
Pay Per Click, commonly referred to as PPC, has been aptly described by the folks over at Wordstream:
If you look at it, PPC appears to be one of the most cost-effective methods of paid advertising out there. And the truth is, it is.
You pay for each click you get on your ad. It saves you a lot compared to Cost Per Impression (CPM), where you pay just for mere impressions.
If the above aren’t reasons enough for you to give PPC a go, then take a look at these 5 compelling reasons to get into PPC:
Most marketing efforts take time to show results. The key word here is – Most. But PPC is something that isn’t included in the most.
In current times, businesses demand fast results, given the constant competition. And just relying on SEO for your business to succeed isn’t ideal, as SEO takes time. So, what’s the alternative?
PPC – the one thing that gets you instant results.
All you have to do is sign up to the paid marketing service of your preferred search engine and create an ad account. Google Ads is the most famous and preferred platform for PPC.
Here’s how a Google Ads – PPC advertisment looks like:
“Ad”, highlighted in red, signifies that the result we’re seeing is a PPC advertisement.
The results you see in the preceding example is the first page search result for the query – “What is PPC”.
Compare this with the SEO results, which can take months to show improvements in rankings.
PPC’s impact on your business is visible right from the get go, and the results are immediate. You bid on keywords and write a solid copy for your ad or hire a professional to do so, and you’re set.
Once done, Google and other search engines takes two factors into consideration – Your bid for the keyword and the quality of the copy i.e. it’s relevance to the query by the user.
PPC is a sure-fire way to boost your business, both short term & long. It also complements your SEO and other digital marketing efforts, giving your business valuable exposure as well as conversions.
Trackable Progress – Saving you precious resources
One of the best features of PPC on Google Ads is that it’s measurable. You can find cold and hard facts to see the ROI, to get an idea whether your campaign is a success or needs further tweaking.
This tracking, is what makes PPC so alluring and sets it apart from organic or other paid digital marketing efforts.
The combination of Google Ads and Google Analytics make it possible for you to track each and every click, right from that moment, to that click arriving at your landing page and then finally resulting in conversion.
As seen in the picture above, we can easily monitor our campaign form November 1st onwards till 23rd of December.
Google has made is really simple for you to track your progress and make changes accordingly. You can stop a campaign dead in its track if you feel it’s performing poorly, implement the desired changes, and run it again to get the desired results.
The flexibility and being able to track it all is what makes PPC such an alluring prospect for marketers.
Budget friendly – Just how paid marketing should be
It’s in the name itself – Pay Per Click. You only pay when a lead or consumer clicks on your advertisement.
It doesn’t matter if your advertisement appears once or a thousand times, you only pay when it’s clicked upon.
Traditionally, you’d pay a substantial amount to get any ad space. But in PPC, if your ad is deemed to be relevant to the query and your bid is right, you get to appear in the valuable ad space and get the attention of consumers, essentially, without paying anything.
It’s pretty economical as compared to other paid marketing tools such as Cost Per Impression (CPM). CPM charges you on the views your ad gets from people, as opposed to CPC where you pay per click.
What that means is that if your ad is set to be billed each time your ad is seen by a single user. So, you’ll pay for it every time your ad reaches someone. You’ll end up paying for mere exposure rather than clicks, which, frankly, is a waste of resources.
Oh, and you even have flexibility to alter your budget by deciding and setting your desired amount for bids and pausing or stopping the campaign at your whim.
Hence, PPC can be considered a budget friendly and bang for the buck method promote your product or service, as even if your ad reaches 10,000 people, you’ll only be charged when it’s clicked.
Goodbye Algorithm Woes
If you’ve done organic digital marketing, or have been a part of it, then one thing you must’ve always heard of and dreaded is – the Algorithm. A set of predefined and evolving criteria the search engines use to determine relevancy of the content to a user query.
Search engine algorithm changes can and most of the time, derail your organic efforts. In fact, you see a lot of SEOs complain about it too, each time there’s a new algorithm update.
PPC is one thing that keeps you immune from the said algorithm woes. You see, PPC isn’t affected by the various algorithm changes as it simply doesn’t work according to them.
In PPC, all you need to worry about is your keyword(s), the bid for them and creating a call to action copy for the ad that signifies your relevance to a query, to the search engine.
You don’t need to worry about tweaking your ad according to any new change in the algorithm.
And that’s something, any digital marketer would die for.
Beneficial for Localization and precision targeting
The reason PPC is beneficial for targeting the audience, lies in the number of ways you can do so using it. That’s not the case while doing SEO, as you target keywords in organic search.
PPC allows you to not only target keywords, but also advanced options such as targeting using location, online behaviour of the consumer, multiple keywords and much more.
It’s an ideal choice to precisely target your audience and get them to convert.
And that’s not all, PPC is an excellent way to target consumers locally. Given the plethora of options it gives you to target your audience, you not only reach your intended audience but also the ones who aren’t.
It’s especially true in the case of consumers searching for products or services online using mobile. Looking at your advertisement and getting precise information such as the description, location etc. the consumer is more likely to come to you than go to the competitor.
This statistic by Think with Google suggests the same:
This makes PPC is an ideal choice for advertising with precision, both, locally and globally.
The reasons you see above are just some amongst others, as to why PPC should be the first choice when your aim is to bring traffic to your site and generate sales.
But, one thing that you must keep in mind is that, it may seem simple enough to handle by yourself first, there are chances you might get carried away.
Getting carried away can quickly run up the costs and make PPC an expensive venture.
It’s better to hire professionals for the job, an individual or an agency whose expertise lies in paid marketing and especially PPC.
One such agency is – The Watchtower.
Get in touch with us today for all your PPC advertising and paid marketing needs and experience the difference yourself.