A report found that about 74% of small businesses invest in PPC marketing. Certainly, all these businesses can’t be wrong!
Pay per click advertising is one of the most effective online marketing models, especially for a small business with a limited budget. So what is it about PPC advertising that makes it so popular?
This post seeks to answer the question of what is pay per click advertising, and why do you need it?
What is Pay Per Click Advertising and How Does It Work?
Pay per click advertising is an online marketing model that allows marketers to display ads in the sponsored results section of a search engine’s results page.
You only pay a small fee when someone clicks on your ads, which is determined by auctions. This allows marketers to be flexible with their ad spend. Compared to other marketing models, PPC advertising allows businesses to reach and engage the target audience.
With PPC advertising for business, marketers bid on the keywords they want to trigger their ads. When users submit those keywords as their search query, the search engine performs algorithmic calculations and determines which ads appear on the valuable sponsored ads section.
The winning bids are chosen based on multiple factors including size, quality, and relevance of keywords.
Reasons to Use Pay Per Click Advertising
Some of the most popular pay per click advertising programs include Google Ads, Facebook Ads, Bing Ads, Instagram Ads, and Twitter Ads. Here’s why you should consider using it in your marketing strategy.
Reach and Engage With the Target Audience
One of the biggest benefits of pay per click advertising is its ability to target the right advertising. It offers a wide variety of targeting options including demographic, location, and keywords. The ability to cast a wide net with precision allows for increased returns at cost.
The advanced targeting and marketing techniques offered by PPC marketing allow marketers to retarget people who have already visited their website. Remarketing keeps your brand in the mind of your target audience and motivates them to build a relationship with you.
PPC also lets you personalize ads and display them to people interested in what you have to offer. Whether your goal is to increase conversions or increase brand awareness, PPC allows you to engage your audience when they visit websites related to your product or service.
Boost Brand Awareness
It can take months to create brand awareness with SEO and content marketing. However, PPC offers instant visibility to the right audience. With PPC ads that capture attention, you’ll be well on your way to boosting brand awareness.
For new businesses who find it hard to get in front of their customers, pay per click advertising can tip the scales in your favor. All you have to do is research keywords, bid for the right terms, and watch your brand make a splash in the market.
Control Over Your Campaigns
PPC advertising offers a wide range of options to help you achieve your business objectives. It starts with the keywords and placements you opt for, and how restrictive you want to be. If you are looking to start small and test the waters, PPC allows for budget flexibility.
Advertisers can set a daily budget, number of bids, and choose what they want to spend on the campaign. They can scale up after seeing results or pause or stop their campaigns.
Other online campaigns don’t offer the freedom or flexibility to move quickly when you need to. While many factors affect the success of your PPC campaign, the flexibility to make quick edits and optimize ads is invaluable. You can pull ads if they aren’t up to par without worrying about finishing a contracted media cycle.
Increase Buyer Conversions
The leads you generate in later phases of the marketing funnel are in it for results and not resources. They are more likely to click on PPC ads that offer solutions. Marketers can take advantage of this buyer’s intent to increase conversions.
Using keywords like “affordable,” “cheapest,” “get,” “buy,” and “best price” can prove effective for increasing sales. Ensure you link such ads to your product pages for optimal results.
Generate Profit
Pay per click advertising offers an incredibly high return on investment compared to other forms of online marketing.
You only pay for the ads people click on, which range from $1.16 to $7 depending on the industry. The average price per click is about $0.63 on Google Display Network and $2.69 on Google Search Network.
Before you drive profits with PPC ads, extensive keyword research is crucial to help you identify the right search terms. Tools like Google Keyword Planner can help you identify search terms relevant to your brand while others like SEMRush help estimate the price of a search term and search volume of each keyword.
Complement Your SEO Strategy
It takes a while for strategies like content marketing to take effect. However, PPC ads can help you drive more traffic to your content faster and increase the ROI on your SEO investment. PPC and SEO offer the same opportunities for traffic are usually to the same target audience.
The performance of your PPC campaigns provides insight that you can use to prioritize SEO efforts. The analytic data on your SEO and organic search strategy can also advise PPC. This can help you optimize the efficiency of your campaigns and achieve business goals.
Invest in Pay Per Click Advertising Services
By now, you have the answer to the question “what is pay per click advertising” and understand what it can do for your brand. No wonder B2B, B2C, e-commerce stores, non-profits, and other companies invest heavily in PPC advertising.
It generates more website traffic, increases conversions, generates profits, and works well with other marketing platforms.
So why not take the plunge and invest in PPC?
With an experienced partner like Trigger Digital spearheading the operations, you can rest assured that your brand will soar. We will find the right keywords to reach your target audience and double your investment.
Contact us today at 561.513.8887 if you have questions or want to learn more about our pay per click advertising services.
