Why Pay Per Click Will Make You Forget About Everything Else
29 Apr 2020
When we think about a quick and easy way of getting on top of the search results, PPC is the first thing that might strike. PPC not only offers quick entry but it is also very easy to measure and track your progress when paired with other marketing channels. If you want to gain major traffic on your website, you cannot miss out on PPC. A well-curated PPC campaign can have an amazing impact on your business. In this blog, we will have an insight into how PPC works and why it supersedes other marketing channels.
Faster goal conversions
One of the most compelling reasons to use PPC advertising is that it helps you to achieve a vast number of business and marketing goals. Regardless of what these goals are, ranging from high-level brand exposure or boosting your e-commerce sales. Almost any type of conversion goal can be tracked. This makes PPC a powerful tool that can be used for aligning website traffic drivers to end-goals.
In today’s world where content marketing is ruling, PPC can foster the middle ground. It can nurture and serve the middle of the funnel by advertising content downloads, contest entries, seeking newsletter signups, and pushing users for app downloads. This way PPC can support and enhance many parts of the sales funnel. This way the path that your prospects take from awareness to becoming a customer will be faster. Regardless of whatever your business goals are, PPC campaigns can be set up effectively.
Worried about exceeding your marketing budget?
During any PPC campaign, the cost per click is the main aspect that most marketers are worried about. This is because if the keywords are expensive, the budget of the company will go off the roof. But if you are making money from those clicks, then it will be a reinvestment for your business. So if you are scared of splurging money on CPC, there is some good news for you. CPC is just a small slice of the cake.
The whole cake is about the metric that plays a huge role in the success of the campaign which is: Cost Per Acquisition. When it comes to PPC platforms like Adwords, Facebook, and Bing, they use certain metrics that do not tell you much about how well your campaign is going. They analyze clicks, bids, impressions, and more similar aspects to conclude the success of your campaign. This doesn’t mean that these metrics are wrong, they are good for tracking progress but your main focus shouldn’t revolve around these.
Measurable and trackable results
One of the main benefits and reasons why people are gaga over PPC is that ease to track the results and the progress you have made. It can be done by combining it with tools like Search Ads and Google Analytics. High-level performance can be seen with impressions, clicks, and conversions. You don’t have to stay vague about the results.
The stats are easily available that will allow you to know how your campaigns are performing and the type of traffic your website is getting. When you send your PPC traffic to a certain dedicated landing page, you can track it all the way. This can be done using Google Analytics. You will be able to see what you spent and how much you gained out of it and what it drove in terms of your end goals. No billboard or magazine ad can contribute to sales like that.
Quick and effective
Even if you’re far behind your competitors as far as PPC marketing is concerned, you can get up and running quickly. That too with a little bit of optimization. On the contrary, SEO takes a lot of time and attention. If you want to get the same type of positioning and traffic it would take quite some time. Whereas Google Ads offers these results within minutes of launch.
When compared to various other channels PPC does not limit your reach. For instance, in comparison to channels like email and organic social, PPC gives you the advantage of targeting a large sector of people. Apart from the ones who are already aware of your brand.
This means that your brand has a wider exposure than before and you aren’t limited to your existing customers. Plus, most of your work is done within the PPC advertising platform. Whether it is the research or the campaign build-out or writing ads.
You are in full control of the campaign
There are innumerable nuances when we take into account default campaign settings. But the best part is that you ultimately have control over a wide range of options. Be it regarding the method of how you will reach potential customers or gaining leads. This starts with the keywords or placements that you choose to target.
You can decide how restrictive you want to be. If the budget is an issue, you also have a lot of budget flexibility so you can decide the size of your campaign. You can also set your own ad budget and bids. You can even choose how much you are willing to spend. Logically and practically, you have to pay at least close to a market rate to play in most cases.
If you wish to see positive and quicker results, you can scale up immediately. However, if you want to take a break, there is an option to pause and stop your ad campaign right away. This is difficult to do with other ongoing marketing campaigns. PPC gives you the advantage and budget flexibility so that you can move quickly as and when necessary or desired.
It all comes down to Google Ads’ auction and the algorithm involved. It has the final say when it comes to deciding where your ads will be positioned. It will tell you what you’ll spend as compared to the competitors. The relevancy alignment between your landing pages and the keywords you paid for and also the ad copy can hurt you or help you.
But we have some good news that you have the full flexibility to make quick edits. You can also optimize while your ads are running. If you wish to try new tests every day, go ahead! It isn’t a long cycle from edit to deployment unlike what you see in other mediums. In case an ad stinks, you can easily pull it without waiting for it to finish out a contracted media cycle.
Content marketing has taken over the digital marketing world rapidly and for good. Content plans and calendars are the staples in most businesses now. Considering the investment that goes into producing original and unique content, Google Ads is an engine that can drive visitors to your published content more quickly. It can improve the ROI on your content investment as well.
How has the competitive landscape changed?
Finding out whether your competitors secured their market positions in recent months is now much simpler and easier. PPC and SEO work well together. As the impressions and opportunities for traffic are often to the same audience. People begin using Google to find information, goods, services, and/or products.
This performance data of impressions, clicks, as well as conversions from Google Ads, will provide you with great insight and direction on a keyword-by-keyword basis. This will give you a clear idea as to where you can prioritize SEO efforts.
Still skeptical about PPC?
Running your own projection which allows you to show the risk of Google Ads as compared to various other organic and paid sources of traffic you’re currently utilizing. For example, when you look at what will be the cost for a media or the management of the campaign, and you analyze any content that must be created. It will allow you to put that cost up against what you’re currently spending.
This includes similar management and development activities. Such activities are email, social, and various offline marketing channels. Additionally, you can also take some simple inputs. This includes your current or projected conversion rate. It also includes projects with the keyword and display planner tools that are used to see what traffic is out there.
Get in touch with us and give us a chance to help you skyrocket your business most quickly! Bespoke PPC campaigns await you, call us today.