Pay-per-click marketing or PPC provides businesses an opportunity to make money from advertisements. PPC allows companies to reach people where and when you want to reach them. The advantage of PPC is that you can reach customers that are related to your line of business.
75% of people say PPC makes it easier to find the information they are searching for a website or search engine. 1/3 of people says they will click on a paid search ad because it provides direct answers to their search query.
Pay-per-click marketing is specifically designed for specialized, time-sensitive campaigns to directly address competitors or break into a new geographic market. However, PPC when used as the lone marketing strategy, can be expensive. It should be integrated with other strategies such as SEO, content and video development, and social media marketing.
How PPC marketing works?
Pay-per-click includes a wide variety of platforms and mediums. However, most campaigns would fit into two categories: Google Ads and social media advertising.
With Google ads, you pay Google for the number of ads you want them to list on the search engine at the top and right of the organic search listings. When someone clicks on your ad, you pay the current cost per click (CPC) from your budget.
Once your advertising has been consumed, you need to replenish your budget or Google will stop running your ads. There are different types of Google ads to choose from:
- Search ads. This is the most popular form of pay-per-click advertisement. They are commonly displayed beside Google search results in response to a user search query. When someone searches for your product or services and they click on your ad, that is the only time you will pay.
- Local search. Local search ads target users searching for businesses or services near yours on Google or Google Maps. Like search ads, you only pay when users click on the ads. By default, Google ads are configured to be seen nationally. If your business only caters to a certain geographic location, it is best practice that you configure Location Targeting in Google Ads.
- Display network. This is not an exact pay-per-click model but follows a similar process and reaches a broader audience. Display network ads are text-based or media-rich banners. Setting up follows a streamlined process. Just create the ad to suit your preferred format, target audience, and then set your budget.
- Pre–Roll ads. This is the most common form of video advertisement. You get to watch a YouTube video. However, before the video begins, there’s an ad that plays. Pre-roll ads can be targeted based on geolocation, native language, demographics, topics, and interests.
- Remarketing or Retargeting. These ads target people who have previously visited your business website or mobile app. These ads help you reconnect with visitors who have shown interest in your products or services in the past and can encourage conversion.
Social media ads
Although Google ads can give your business further reach, social media ads can offer unmatched audience refinement. A recent study revealed that social media ads had a big impact on younger shoppers particularly the Gen Z and the millennials at 80% and 74%, respectively. Leading the way in social media PPC is, of course, Facebook. However, it is important for you to choose the right social media PPC platform for your business.
Facebook & Instagram Ads
With these ads, you can define your audience based on their demographics, location, interest, and more. To maximize your potential revenue, you will need to install Facebook Pixel. With this feature, you can collect data about your website visitors. Facebook Pixel is also useful in retargeting.
Another feature of these ads is the Lookalike Audience which lets you assess commonalities of your current audience and target similar users with Facebook Ads. With Facebook, you can Boost Post with a click of a button. You can customize your budget, placement, and timeline.
Facebook is ideal if your target audience is consumers. However, if you want to reach other businesses, LinkedIn ads may be the right option for you. Ads on LinkedIn can reach 12% of the world’s population. In addition, there are over 645 million professionals using LinkedIn which makes it a great choice for B2B campaigns.
Although you can use text-only advertisements, ads with images drives 20% more clicks. You can choose your audience according to their company, job title, skills, demographics, and more. You can place LinkedIn ads at the side or bottom of your homepage or inbox.
Why Is PPC Marketing Important?
Many businesses underestimate the benefits of pay-per-click marketing. They usually think that PPC isn’t for them because they have budget constraints. If PPC is not yet part of your marketing strategy, you could be losing out on potential traffic and revenue. Here are some reasons why PPC is important for your business:
1. PPC is cost-effective
This is one of the biggest misconceptions about PPC. Many businesses think that it is a waste of money. If you really are not careful with how you will spend your money, you will end up draining your budget without seeing results.
The key to getting profits is not to throw all your money on your first campaign. Depending on the results, you can add more money to the campaign. You can increase your budget anyway as long as your campaign is profitable.
2. It delivers targeted visitors
When we say targeted traffic, the first thing that comes to mind is search engine optimization. However, SEO takes time for you to see the results. PPC, on the other hand, delivers instant results. When a visitor clicks on your ad, there is a potential sale right away.
3. It is the easiest way to tell if your product sells
You may have a nice a looking website but you have no idea if your product sells or if your website converts. How do you know? Run a PPC campaign. This may cost you at first but in the long run, it will generate more revenue.
4. It works well with other digital marketing channels
PPC can be integrated into your digital marketing strategy and can work well with other marketing channels. You can use it alongside local SEO or email marketing. In addition, you can use it to invite more people to install your mobile app.
5. It allows execution of advanced marketing techniques like Retargeting
Just because a visitor left your website doesn’t mean you can’t make them potential customers anymore. You can implement a retargeting campaign to lure back people who previously visited your website but did not convert. PPC can be used as a retargeting technique so you can finally move previous visitors to the next stage of your sales funnel which is become buying customers.
Turn your website into an income-generating machine. Contact us today and get back the traffic that you missed out on.
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