In the competitive world of digital marketing, there are usually two tribes of marketer: those who love SEO, and those who understand the benefits of paid advertising. It’s not that SEO is not important; quite the contrary, much of your long-term success depends on meticulous search engine optimization. But that doesn’t mean that you should forgo PPC advertising altogether. You might want to up your PPC investment to drive traffic to your small business, and boost conversions.
It’s true that PPC delivers immediate results, but keep in mind that this “short-term” tactic can help build your long-term success as well. You have provided that you tailor and execute your PPC ads just right. With that in mind, here are the seven benefits of having a PPC campaign, and how you can create one yourself.
PPC advertising gives you actionable insights
A huge benefit of PPC advertising, one that other digital marketing methods can’t offer, is that it’s measurable. Search engine marketing delivers actionable insights by providing you with comprehensive data reports. This includes data regarding your investment, your CTR, your demographic and its behaviors, and much more. Just have a look at your Google Analytics dashboard to get an overview of your ads’ performance.
This also means that you can easily track your ads, measure their performance, and make calculated decisions on how to improve in the future. And remember, one of your main goals should be to make marketing more efficient and effective. In other words, your investment should be lower, and the results should be more significant over time. PPC is the way to achieve that.
Easy to get started
While effective PPC advertising does require skill and expertise, the barrier to entry is next to non-existent, especially if you know the right Google AdWords tips and tricks. After a quick setup, you could have an ad out in a matter of minutes that will reach your existing and potential customer base. PPC ensures that people will see your ad above every other organic search result, thus increasing visibility as well as your CTR.
Over 68% of people click on Google ads when they’re searching for products or services, simply because the results are tailored to their exact needs. With its numerous features for pinpointing your demographic, you can easily create compelling ads that offer a direct solution to their problem. However, keep in mind that managing your PPC campaign strategy for maximum ROI is a process that requires an experienced approach.
Managing your PPC campaigns like a pro
In order to target the right kind of audience with laser-like precision, you will need to optimize your ads across the board. This requires meticulous PPC campaign management. Structuring your search engine marketing campaigns does require a team of professionals, why is why it’s important to know exactly when and how to outsource PPC management for maximum results. If you decide to organize a campaign on your own, there are a couple of crucial steps you need to take.
Here’s a checklist, because every pro marketer uses one:
- Define the goals of your PPC campaign. Map out these goals individually and set up individual metrics.
- Discover its unique angle or “selling point” of your campaign. Don’t let yours resemble every PPC campaign out there
- Research and organize your PPC keywords.
- Weave these keywords into the copy. Include them in the title and the copy as well.
- Don’t forget to include negative keywords in your first campaign.
- Strive to write better, more compelling ad copy than your competitors.
- Include powerful CTAs throughout your landing page.
- Make your landing page more visually appealing, and include compelling storytelling to motivate shoppers to buy from you.
This might seem like a lot at first glance, but it’s still way less than you would have to do if you were to tend to traditional SEO or social media management. PPC advertising is quite simple once you get a hang of it, plus you can outsource it easily to a professional team, as it’s not exactly expensive in the modern digital world. After all, every reputable marketing agency should offer affordable PPC advertising nowadays.
Delivers results quickly
If there is anything PPC ads are good at, it’s delivering measurable results quickly. In essence, a PPC campaign is a short-term strategy intended to build brand recognition and drive conversions, but with long-term benefits for your brand. While other marketing methods such as social media management or search engine optimization are strictly long-term strategies, PPC aims to deliver tangible results in a matter of days.
This is what small, growth-oriented businesses need. In fact, not investing in PPC as a small business might be one of the biggest digital marketing mistakes you’re making. You need brand exposure as soon as possible; you need people to find out about you quickly in order to boost your standing in the industry. This doesn’t mean that you shouldn’t invest in SEO, in fact, you should run these two marketing strategies side by side to get the best of both worlds.
PPC is independent of algorithms
That said, it’s important to note that unlike SEO, PPC is independent of the laws of Google’s algorithm. Well, up to a point, but it’s still highly beneficial to your small business. Simply put, PPC has targeted advertising, which means that unlike SEO, it only relies on searches and clicks.
In other words, no matter how many restrictions or rules Google imposes on SEO, you can rest assured that your PPC campaign will deliver the desired results. Provided that you create a powerful ad, of course. Search engine marketing allows you to reach your audience in a competitive market without having to spend months and years trying to rank above your competition in the SERPs. With the right PPC campaign tips in hand, you will ensure your position in the top three spots on Google.
Stay in control of your finances
Finance management is one of the more difficult tasks for a small business owner. The company is yet to achieve its profit goals, and you’re working with limited resources. Worse yet, you need to allocate these financial resources to many processes in your company, not just marketing. Now, given the fact that PPC marketing is measurable and scalable, it means that it can easily fit into almost any budget.
While other marketing tactics require constant investing, PPC ads are free until someone clicks on them. With every click, you will pay Google one to two dollars, but you are in control of the ad’s lifespan. You can terminate it whenever you like, or prolong it if it improves traffic and conversions on your site. Monitor your ad performance diligently in order to make the best cost-effective decision.
PPC goes hand in hand with other marketing efforts
On a final note, keep in mind that PPC advertising works amazingly well with other marketing strategies. In fact, it complements all other online efforts. Even though it might seem that every marketing method is a separate entity, they are all, in fact, working together to improve your brand’s awareness and recognition in the competitive market.
What’s more, you can use the data gathered from organic searches, email marketing, and social media to fuel your PPC ads with the right kind of content. On the other hand, your ads will drive people to your website’s content and thus aid all of your inbound marketing efforts.
Every marketing method is important, so it’s not like PPC is the be-all-end-all of business success. However, it’s important to note its effectiveness and potential in the modern business world, and how well it works for small companies looking for exposure and immediate conversions. With these tips and benefits in mind, go ahead and invest in a PPC campaign strategy that will propel your brand to the very top of the SERPs.