Pay-per-click (PPC) refers to paid search advertising, whereby businesses can appear on the search engine results page (SERP) for keywords or phrases of your choice. When people search for something on search engines like Google or Yahoo, your sponsored ad will come up and if someone clicks on your link, that is when you pay (per click).
The competition for first-page ad presence in the search results is fierce and expensive. If you are not there, your competitors will surely be. However, there are some techniques you could use to reduce your cost-per-click (CPC). Monitoring and optimising your campaign is one of them, but that’s another story. Let’s stick to benefits…
So is it really worth it? What are the benefits of PPC as a marketing strategy?
Cost-Effective Form of Advertising
Optimised and well-managed PPC campaigns are cost-effective. They are designed to reach potential clients who are interested and actively looking for your product or service. Therefore, the ads that come up in the results page can specifically address your target audience. You are able to set your budget to control your costs so you’re only paying whenever someone clicks on your ads, which is one of the reasons PPC is so straightforward. You know exactly how and where your money is being spent and what works best for you, which helps you refine the campaign to make it even more cost-effective.
Reach Target Customers at the Right Time and Place
With PPC’s scheduling and location targeting, you can reach your target market at a specific area and also a specific time of the day. You are also able to deliver appropriate messages to your chosen market at a specific time when they are nearby. For example, if they are near your shop (i.e.. furniture store), and they are searching for this online using keywords you chose to appear for, your ad can come up in a timely manner maximising the chances of them visiting your shop.
Unlike Organic Search, PPC Gives Results Quickly
Organic search is important for long-term marketing but it has a longer cycle to demonstrate success. It takes a while for google or any other search engine to learn what the right order is in which to display results, and therefore, it will take time for you to generate any results. PPC can bring results faster. You can start your PPC campaign right now and expect the results of traffic and conversion within minutes.
Maximise Your Return of Investment
Because you only pay whenever your ad is clicked, you can easily manage your costs and track the conversions. Determining your return of investment is easier and faster. For example, you can easily calculate how much a sale or a lead you generate through your PPC campaign cost you and compare it to results from other channels. Results can be tracked comprehensively with accurate and correct data reports, showing what search terms are working best for you, who expresses more interest and where they came from.
Things You Need to Consider
PPC as an advertising strategy sounds fantastic but it’s not that easy. Great PPC requires skills, a thorough understanding of advertising platforms, comprehensive strategies, marketing sense and creativity. You will need to work hard in order to get it right and make it worth the money for the clicks.
Great PPC strategy also comes with collaboration. You know your business and what your goals are, while our PPC managers are experienced and certified individuals. Collaboration and sharing of ideas are needed to reach your business’ goals. Once your strategic objectives are defined, your PPC campaign will be developed accordingly.
We are dedicated to helping your business stand out against the fierce competition in the market. To speak with our experts, contact us today.