In today’s dynamic digital business environment, Pay-Per-Click (PPC) advertisement has emerged as a winning solution for businesses searching for inexpensive and high-profit generating promotion marketing strategies. PPC marketing campaigns are based on online advertisements that showcase your brand prominently on search engine results pages (SERPs), social media platforms, and other online platforms. Higher visibility means higher traffic and conversion. This article will help you understand the PPC approach and how it is beneficial for your running.
Here is how PPC campaigns can prove integral to your marketing success:
Cost Effective Advertisement
As the name implies, you only have to pay when people click on your ad. With PPC, you don’t need to pay for impressions and have total control over your ad budget. Moreover, you can improve the efficiency of your PPC ad campaigns over time, i.e., set the demographic most likely to convert, set the ad that performs the best with the target audience, use the most high-performing keyword, etc. This leads to a higher return on ad spend in the long run.
- Quick Outcomes
PPC promises fast results. PPC campaigns display your ad on the targeted platform within hours. Your ad becomes live on Google Search Engine Results Pages (SERPs) or your targeted social media platforms like Facebook and YouTube. The results? Your target audience starts seeing your ad, becomes familiar with your brands, and converts immediately. You can see the outcome of the PPC campaigns within days.
- Highly-Targeted Audience
If you show an ad selling snow boots in Miami during summer, would your snow boots sell? Not likely. PPC campaigns are highly customizable; they allow advertisers to select the audience that is most likely to purchase the product being marketed. The benefit? Higher ROI. In addition, with the PPC campaign results, advertisers can increase the effectiveness of their targeting with every successive campaign.
- Delivers Trackable Records
PPC campaign data is automatically tracked via Google Analytics. You can easily and instantaneously view clicks, impressions, and conversions. This also can help you monitor return on investment (ROI) and inform you of the areas for development and improvement.
- Budget Elasticity
PPC is flexible and scalable. You can spend according to your marketing budget. There is no set and bound rule of investment. Other flexibility includes quick edits to the campaign creatives, target audience, and ad spend. This way, you can enhance the effectiveness of your ad after the campaign goes live, thus getting better results.
- Using Remarketing Strategy
Remarketing PPC campaigns can significantly increase your sales by showing your ads to those who clicked on your site previously. Moreover, it also offers a chance to keep the users engaged, enhancing the chances of resale.
- Competitive Advantage
PPC campaigns put you ahead of your competition. You have purchased an ad displaying your brand prominently on SERPs and social media results. When your target audience searches for the product you are selling, your brand will appear on the top, increasing the chances of conversion. Users are more likely to click on brands that appear on the first 3 – 5 positions on the 1st page of SERPs, and your purchased positioning will give you an edge over your competition.
- Don’t Worry About Algorithm Changes
One of the biggest advantages of PPC as compared to SEO is that you don’t have to restructure your entire strategy after Google hauls out an algorithm change. PPC is not affected by search engine or social media algorithm changes. Your ads directly appear, no matter what, at the top of the search results.
50% of the internet users visiting a store’s site from paid ads are expected to buy as compared to those who come from the organic link.
Shortcomings of Pay-Per-Click Campaigns
While PPC’s benefits are certainly impressive, it also has some shortcomings. Some of the disadvantages of PPC marketing are given below:
- Requires Skill & Time
Contrary to popular belief, not just anyone can start running a PPC campaign with good results! Simply setting up your PPC campaigns and leaving them unchecked does not work. You have to invest time, preferably hiring an expert, to improve and optimize. PPC experts can save you the time, money, and effort it will take to figure out how to set up a successful campaign, get results, and beat the competition.
- Costs Can Quickly Add Up
PPC can become expensive if:
- Your keywords are highly competitive, and your competitors are outbidding you for the same search terms.
- You are not optimizing your campaigns and are not learning from the insights gained by analytics.
- Visits & Clicks Do Not Ensure Sales
Simply putting an ad in front of your target audience does not guarantee sales. It is possible that even with a good ad and ad spend, your users will not convert.
PPC Campaigns – Yay or Nay?
Apart from the few solvable shortcomings mentioned above, PPC offers a number of benefits to its users. It is a pocket-friendly, calculable, and flexible method of advertising a business to its target audience and getting sales. Moreover, PPC promises quick and measurable results. It also has been recognized as a steadfast and money-making marketing strategy for all types of businesses, including B2C, B2B, nonprofits, and many other firms looking for swift and high-value traffic.
- How is PPC better than SEO?
SEO provides you with consistent outcomes and enhances the value and authority of your website. In contrast, PPC offers prompt results targeting large audiences in a very short time.
- What type of businesses can use PPC advertising?
PPC services are for everyone, starting from small startups and ending with large companies. Knowing and applying the right kind of policy, though having partial resources, even small-sized ones enjoy many profits from running PPC campaigns, enhancing their online perceptibility, and drawing several clients with tools.
- Is PPC expensive?
No, PPC can be as expensive as you want it to be. One of the major concerns for businesses is the limitation of their marketing budget, but PPC is not expensive. In fact, when you increase the effectiveness of your PPC campaign over time, you can expect a higher ROI.