There are many benefits of Pay-Per-Click (PPC) advertising, whether you are trying to convince your boss or client about the value of Google Ads, there is a strong case to be made. With 40% of all clicks on Google SERPs going to the top three advertising listings, there’s a huge opportunity to bring in business. Because of how lucrative PPC is, 40% of businesses want to increase their PPC advertising spend.
PPC offers quick entry, works well with other marketing channels, provides a wealth of useful data and creates a positive impact on most brands. By not including PPC as part of your wider marketing strategy you are likely to be losing out on valuable traffic and revenue. Here are five benefits of PPC marketing.
1. Quick Entry
Whether you are looking to move into a new market, or just decided to start PPC marketing, you can get your campaigns up and running quickly with little optimisation. Whereas SEO can take longer to get your website to page one, Google Ads can put you to the top of the SERPs very quickly and have an immediate impact as a result.
According to Google, search ads can boost brand awareness as much as 80%, with consumers more likely to remember and interact with your brand. When compared to other types of channels, such as organic social and email marketing, PPC allows you to find prospects and customers that might not already know that your brand exists by increasing your brand visibility.
2. PPC Is Measurable & Trackable
One of PPC’s major benefits is that it’s easy to measure and track performance. The combination of Google Ads and Google Analytics creates a cohesive view of your account performance. By being able to track impressions, clicks and conversions, you can have a granular view of exactly which campaigns or ads are driving performance. This means there is no mystery to your PPC performance. Stats are readily available to show how your campaigns are performing and the kind of traffic and results they are driving for your budget. You are able to see the exact return on investment from your ads to make informed business decisions.
3. You Gain A Wealth of Data
Whilst there is a lot of performance information that can directly help optimise your PPC account, this information can also be used to advise SEO strategy and marketing efforts. By reviewing search terms and those driving revenue or clicks, depending on your KPI’s, you can use this data to target longer tail keywords within your SEO strategy and content.
High quality and well-performing Ad Copy can be used to optimise SEO meta-data, consequently helping to improve rankings of high-value terms.
4. Targeted Advertising
Google Ads allows you to target specific keywords or interests that will reach your perfect audience. By taking a multi-layered approach, you can test your ads across full coverage of the market to determine what works best for your brand. You are able to focus on specific demographics, locations – locally or globally, along with different times of the day that perform best for your clientele.
One of the biggest benefits is that you are able to reach people that aren’t already in your audience as well as those who have already been exposed to your brand. Through remarketing techniques, you can often generate great results by targeting those who have already expressed an interest in what you have to offer. Targeting consumers at the end of the buying funnel, and consequently those who are more likely to convert.
5. Control Over Budget & Ability To Limit Spend
Google Ads gives you full control over your spend. You will receive no unexpected bills as you can limit your daily spend through daily budget caps as well as campaign-level shared budgets. By analysing data you can evaluate how effective your budget is performing and improve your budget going forward. You can pause or stop a campaign straight away if you are not seeing the ROI you expect – unlike other marketing campaigns where this is extremely difficult.
Whether you’re advertising on Google, Facebook or Bing, there is a huge opportunity for businesses willing to invest, even if you have a small budget. Still not convinced about PPC? Have a chat with our team and see how we can help improve your digital presence and ROI.
