If you’ve never heard of Pay Per Click, or PPC as its commonly known, then now is the time to sit up and start paying attention. PPC is an incredible way to get your business seen by your target market and can be a very cost effective method of generating sales. Often it is overlooked by businesses because it is seen as expensive or complicated, but allow me to open your eyes to the world of PPC.
There are many platforms which offer PPC, whether it’s social media or individual websites, but in this instance we’re going to be looking at PPC in the context of search engines.
A PPC campaign will immediately be seen by your selected audience, you can setup a campaign in the morning and by the afternoon you’re receiving sales/enquires. The very minute your campaign is approved, the campaign starts running, this means that if you have an instant need for sales or enquires to your business then PPC can help. PPC is ideal for product launches, time specific promotions or event focused marketing campaigns.
You can also use PPC to gain a tactical advantage within your market and enable you to outmanoeuvre your competitors. For example, is their website down? Or are they currently running an event that you would like to hijack? In today’s fast passed business world, being able to launch a campaign that can take advantage of an evolving opportunity can give you the edge to grow your presence within the market.
Everything about PPC is measurable. There is a famous marketing quote from John Wanamaker, which says: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. This is simply not the case with PPC, you can measure anything from the amount you’re paying to the number of hits on your website. Then, using other tools such as Google Analytics, you can measure the actions of the website users to determine whether the targeting is correct. This measurability allows you to test and tweak the campaign until you’re receiving a good return on investment. PPC isn’t just a way to drive traffic to your site, but a way to understand exactly what your customers are looking for.
Increase visibility and recognition of your brand
PPC enables you to target popular keywords within your industry, giving you instant exposure to your target market and building your reputation quickly. With PPC adverts, even if a user doesn’t click on your advert they see it and are becoming aware of your brand. If you’re not occupying the PPC slots in the search results, then you can be sure your competitors will be, and customers will be noticing them instead. If you’re serious about gaining a strong foothold in your market, then PPC is essential.
Highly Targeted Traffic
Finding your target market online is difficult, yet with PPC you can target very specific groups of users. PPC visitors are 50% more likely to purchase something than organic search visitors, this is because PPC targets very specific users which are most likely to be interested in your products. Once your data shows which keywords or placements are giving you a good return on investment, you can then increase the budget for this area.
Traditionally, advertising a new business in an established market was costly. Whereas these days PPC has levelled the playing field, enabling small new businesses to compete with established large businesses. You can start with a sensible investment which fits within your budget, then as your sales grow, you can slowly start to invest more and more into the PPC campaign. Also, if for any reason you need to pause the campaign, this can be easily done with PPC. It is this flexibility and controllability of costs which is drawing more and more businesses to PPC.
Less Reliance On SEO
SEO (Search Engine Optimisation) is essential for your long term business success, because it can provide you with a constant stream of targeted traffic. However, SEO can take months or years of hard work to achieve the desired results and ranking for your target keyword is not guaranteed. Whereas PPC will allow you to quickly create a profitable campaign, which can yield great results, but everything stops as soon as it is switched off. Ultimately, they both have their different purposes, ideally both should be used as part of a combined digital strategy. Targeting important keywords with both SEO and PPC will give you a much greater visibility within the market.
Pay Per Click marketing on search engines is an incredible way to quickly gain targeted traffic for your website. PPC is highly measurable and highly flexible, enabling you to adapt it to your unique business needs. It is this measurability which enables you to make and track changes and ensure that your budget is being used effectively and generating a positive return on investment for your business. Gone are the days of the best advertising slots being reserved for the big businesses, PPC opens up prime spot advertising to anyone, enabling those with small and large budgets to compete evenly. Furthermore, if you’re running a campaign where you simply don’t have the time to setup and wait for SEO results, then PPC is perfect for your business.
If you’re looking to expand your visibility within your market, or if you’re simply looking for a more effective way to invest your advertising budget, think seriously about PPC search engine advertising. However, ensure that it is used in combination with a long-term SEO strategy to ensure that you’re working towards reducing your reliance on it.