As one of the most dominant forms of digital marketing, PPC advertising can benefit just about any business. Even seasoned marketing veterans know there are few advertising strategies that allow you to reach your target audience at nearly any stage of the buying process. While you’ve probably heard your fair share of horror stories about PPC advertising, the truth of the matter is, some people simply don’t know what they’re doing. If you’ve been sitting on the fence and debating whether or not PPC would be a beneficial marketing platform for your business, read on. We’ve compiled some of the top PPC benefits to help you see what you’ve been missing out on.
1. Track Campaigns With Complete Transparency
Without a doubt, one of the biggest benefits PPC marketing brings to the table is ease of tracking. Between your Google AdWords account (soon changing to Google Ads) and Google Analytics, you can effortlessly track everything from how many people are seeing your campaign to what they’re doing on your website after they click on it.
The depth of available metrics allows you to have a bird’s eye view of your entire campaign from start to finish so you can easily pick out what’s working and what’s not. Unlike with other marketing strategies, you’ll never have a difficult time tracking how well your campaigns are really performing.
2. Bring Your Brand Out From the Shadows
Few marketing strategies will allow you to put highly targeted ads right in front of your audience in as little as a few hours (with experience, of course). Whether your business is just getting off the ground and you want to start grabbing market share as fast as possible, or you have a time-sensitive offer that needs immediate exposure, PPC marketing can get it done.
With email marketing and SEO, it can sometimes take years before you start seeing a steady return on your investment. Rather than waiting around for people to find your website organically, PPC advertising allows you to quickly target potential customers that are outside of your sphere of influence.
3. Take Control in the Driver’s Seat
In marketing, ideally, you want to have as much control as possible so you can customize campaigns to fit your exact needs and goals. In addition to using Google’s detailed range of targeting options that allow you to easily zero in on subsections of your target market no matter how small or niche, you also have full control over how much you want to spend. Even if your marketing budget is relatively limited, PPC gives you the ability to gain exposure on as little as $5 a day (though that may not yield the best results). Google even allows you to make changes to your campaigns while they’re running, making it simpler than ever to optimize things on the fly and make the most of every dollar spent.
4. You Only Pay When They Click
The biggest problem with the cost per impression (CPM) model that many popular marketing platforms use, is that you’re paying for exposure rather than action. On the other hand, with PPC marketing, you only pay when a customer clicks on your ad and gets redirected to your website or landing page.
Because CPM marketing charges based on the number of people that see your ad, you have to put a lot more time and energy into the actual design and copy process to make sure your investment has the highest chances of converting. While you still have to spend time on this with PPC marketing, since you can safely assume that you’re only paying when interested potential customers click on your ad, you have more time and money to use optimizing your landing page and end-of-funnel content.
5. Get a Second Chance With Missed Connections
Typically, when someone visits your website and leaves without making a purchase, they’re considered a lost lead that you’re likely to never see again. To give you a better idea of how many missed opportunities you’ve passed up on, take a look at your website’s bounce rate and the number of repeat visitors as a percentage of total traffic.
If your repeat traffic is low, that means the majority of your visitors aren’t coming back. PPC advertising opens the door for a second chance with customers that only visited your site once thanks to remarketing ads. Just because someone comes and goes doesn’t mean they’re not interested – the internet is a crowded, distracting environment that’s constantly vying for attention. Remarketing ads help cut through this noise and allow you to keep potential customers engaged with your brand no matter how they originally found you.
6. Increase Website Traffic & Sales
As great as SEO and social media can be for generating steady streams of organic traffic and driving sales, both strategies can take a long time to work. Afterall, you put a lot of time into your website and products, so why should you have to wait around for people to find them? Because PPC marketing can give you first-page exposure in less than a day (if you’re willing to pay for it), that also means you can instantly begin driving traffic to your website.
Outside of increasing brand awareness, you can also directly target potential customers based on where they are in the buying process. Instead of marketing to consumers that are still in the research phase, with the right keywords, you can directly target buyers that have their credit card in hand.
7. PPC Advertising is Immune to SEO Changes
If you’ve spent any amount of time trying to dance around the complex set of rules Google creates for SEO marketers, you know just how frustrating it can be to keep up with. Between regular, game-changing updates and endless secrecy about which factors carry the most weight, SEO takes a lot of time and patience before it begins to pay off.
While PPC advertising experiences updates as well, they’re not nearly as frequent or disruptive as those that affect the SEO side of things. So, no matter what Google algorithm gets changed next, your PPC ads will continue to operate like clockwork with no tweaking needed.