Every business is looking for low-cost and high-impact advertising options, especially during the coronavirus pandemic.
Customers are now spending more time online than normal, yet businesses are tightening their marketing budgets.
“Should I stop advertising or keep going?” – is probably something that has crossed your mind.
Many of our clients are turning to pay-per-click advertising (PPC) to put their brand in front of millions of internet users.
What is PPC advertising?
PPC, or Pay-Per-Click, is a form of advertising where you pay a small fee each time someone clicks on one of your ads.
Instead of spending money on estimated impressions, you’re only paying for the traffic these ads generate, making them a great option for businesses who want to have total control of their performance and budget.
The most popular PPC advertising platforms are Google Ads, Microsoft Advertising, and Facebook Ads, however, given the volume of searches and number of options, Google is by far the most valuable for any PPC campaign.
There are 3 primary types of Google ads, each of which with their own PPC rates and efficiency:
- Search Network – these are text-based ads that show on Google search results, like sponsored links, shopping page ads, and results in the shopping banner.
- Display Network – typically image-based ads that are displayed on the websites your audience visits, usually in the form of a banner, sidebar, or footer image.
- Video – these are video-based ads that feature before, during, or after YouTube content.
The best PPC advertising campaigns work on directing a customer to perform a valuable action, which can quite simply be purchasing your product, but it can also be any other type of lead generation like form submission, quote request or PDF download.
Top 10 benefits of PPC advertising
We put together the top 10 reasons why effective PPC advertising can help your business survive the pandemic slump and thrive throughout 2020.
#1 PPC ads reach audiences cost-effectively
Pay-per-click advertising campaigns allow you to have total control of your budget, targeting and ad placements. With ongoing PPC campaign optimisation, you’ll quickly find the sweet spot between budget and results.
With our PPC advertising services you’ll never pay for ad impressions or reach. You only pay for clicks, so you’re fully in control of your budget.
#2 PPC ads provide instant traffic
While organic marketing efforts are focused on getting your content on the first page of Google, PPC advertising slots are already there – so why not take advantage of them and start generating business?
Climbing the organic search rankings for keywords can take months. Organic growth is necessary for building a long-term brand, but sometimes there is a need for more instant results.
This is where PPC can help.
We can design and implement a campaign for your business that will start driving targeted traffic to your business instantly.
#3 PPC ads drive warm leads
PPC ads allow you to reach the right people at the time they are actively searching for what you are selling.
Not only will you pay per click but your product will be put in front of users who are already interested in what you have to sell.
How much ‘warmer’ and more cost-effective leads can you ask for?
#4 PPC ads lead to positive ROI
Everything that can be measured, can be improved and monetised.
Unlike many other advertising options, PPC campaigns are easy to measure, which means that you can improve your ads until they produce a positive ROI.
On average, we make our clients £4 for every £1 spent with us, so you never have to spend more on PPC than the returns you get.
We test different ads, strategies until we find what works best for your business. We call it our unique MIND approach.
#5 PPC user data helps your SEO strategy
You can test your keyword strategy in PPC before committing to long-term SEO strategies.
Where organic keywords are largely hidden due to privacy, there is no such restriction with paid search, which means you can get a full overview of the keywords that convert and at what percentage and cost.
This means that PPC keyword data can be directly fed into organic search marketing (SEO), as well as used in existing optimisation of metadata, headlines, and keywords.
PPC campaigns allow you to improve all your website content without having to wait for your content to rank organically.
#6 PPC ads don’t depend on algorithm changes
Unlike content marketing and SEO that depends on search engine algorithm updates, PPC advertising offers stability.
PPC algorithms rarely go through high-impact changes, meaning you can quickly judge how your current and future campaigns will perform based on previous metrics. “In the world of rapid changes and constant chase for improvements, having the stability of PPC is essential for our marketing efforts and lead generation” adds Michał Kierul, CEO of Intechhouse.
#7 PPC ads offer multi-layered targeting options
PPC advertising puts metrics like user’s ages, locations, and interests at your fingertips, making it easy to target specific customer profiles locally and globally.
Even better, as you experiment with PPC campaigns, you’ll be able to see what kind of users respond to your campaigns, and what platforms those users use, so you can hyper-target different audiences on platforms where they convert best. Nowadays, businesses use local PPC management to put even more focus on attracting customers within a certain geographical region.
For example, if you’re selling gardening supplies, you might find you get more clicks from young house plant enthusiasts through YouTube advertising – so you can create video adverts to showcase your product on YouTube.
#8 PPC user data benefits your social media strategy
An integrated PPC campaign across search and social can reduce the cost per acquisition while converting significantly more customers than standalone PPC campaigns.
This is because you will get more cross-channel customer data that can be combined strategically to improve your campaigns further.
For example, when advertising on Google, you can use “Audience Observations” to inform your social targeting.
Google’s “Audience Observation” feature allows you to see which audience groups perform better than others and you can use that information in your social media targeting and ad copy to reach even more people.
#9 PPC ads allow for smart retargeting
PPC advertising combined with analytics allows you to see how a user interacts with your campaign and retarget those people who didn’t convert.
Let’s assume you run a PPC campaign for a new compost brand. A user clicks on your ad, but doesn’t purchase the product. You can then retarget that user with display ads across the web to keep yourself at the front of their mind.
Retargeting works because you know that the user is already interested in your product, they just might need more time to decide.
By keeping your product at the front of their mind, you increase your chances of converting.
Additionally, you can only show relevant product ads in your retargeting campaign, so the user is reminded of what they are missing.
With this highly-specific advertising strategy in your arsenal, you can help improve brand awareness and draw in new customers.
#10 PPC ads are easy to produce
The great thing about PPC ads is that they don’t require specialist design or hefty production skills.
It is simple to set up, accessible for every business, and platforms like Google Ads or your agency is always at hand to walk you through the process of creating successful PPC campaigns.
10 incredible PPC statistics
If you’re still unsure about whether PPC advertising is right for your business, here are some eye-opening statistics:
- Over 40,000 searches are processed through Google every second.
- In 2017, 7 million advertisers spent $10 billion in PPC altogether.
- The Google Display Network encompasses over 2 million websites.
- 63% of people say they’ll willingly click on Google ads.
- 75% of people who click on ads say they make the information they’re looking for easier to find.
- Google estimates that PPC helps to increase brand awareness by 80%.
- For local searches, ads claim 25% of all search result clicks.
- Local businesses that target their audience geographically through PPC increase in-store visits by 107%.
- 69% of mobile searches for a local business result in a user calling that business.
- 87% of all businesses invest in social advertising, with 88% of those advertising on Facebook, 15% on LinkedIn, and 15% on Twitter.
Why hire PPC management services
PPC advertising is an ever-expanding industry that is constantly changing.
What worked 6 months ago, may not work anymore, which is why it’s paramount for agencies like Digivate to have the most up-to-date knowledge about the latest features and ways of reaching your target audience online.
As a business, you probably don’t want to spend your valuable time trying to decipher the world of online advertising.
Instead, you want to focus on more important tasks – like keeping your business afloat.
We believe that hiring a professional PPC management agency is easier and more cost-effective than hiring, training and managing an in-house team.
Our PPC specialists have years of experience and insight into search engine and social advertising.
With us, you don’t need to worry about wasting time (and money!) on suboptimal ad campaigns that don’t lead anywhere.