Pay-per-click (PPC) advertising can generate an immense volume of traffic right from the start of a digital marketing campaign. Digital marketing agencies use this type of advertising because it provides many benefits to both short term and long term marketing strategies.
In this article, we consider some of the benefits that come with a pay-per-click campaign and why working with a PPC agency in UK will ensure the best possible results.
What is Pay-Per-Click Advertising?
PPC advertising is most often associated with generating leads using paid advertisements on search engines and social media. Advertisers bid for certain keywords in order for their PPC advertisement to feature in the search results on social media or search engines – which means they’ll at the very least receive exposure to consumers. Advertisers will then pay for every online user that clicks on the ad.
For instance, the highest bidder for a select keyword will show up on the results page any time an online user types this keyword into the search engine. You can spot these ads quickly because they are always labeled with a tag such as “ad” or “sponsored.”
However, exposure does not necessarily lead to sales, and this is why targeting is a crucial factor for PPC ads. Pranjal Bora with Digital Authority Partners advises that research is everything, and many businesses end up depleting their entire marketing budget while targeting the wrong audience. More on targeting later.
Many business owners ask themselves if they need PPC advertising. And the answer is a strong “Yes!” because the results speak for themselves! And most businesses work with agencies because they take steps to manage every aspect including the budget.
But this is just part of the story when it comes to the benefits of PPC advertising. There are many additional benefits to PPC advertising. Read on!.
Benefits of PPC Advertising to a Digital Marketing Strategy
1. PPC is Cost-Effective
PPC advertising is a cost effective way of reaching a wide audience that has a genuine interest in what you do. It’s especially ideal for businesses who cannot afford to blow the marketing budget, because return on investment (ROI) is always clear with PPC ads. That is, advertisers only pay for any users who click, which means they know that once they get the targeting correct, they should be receiving more than they invested.
2. PPC Increases Traffic, Leads, and Sales
Another benefit to PPC advertising is that it can generate traffic quickly. Online users see these ads as soon as they use certain keywords, and these results appear in a prominent spot on the search results page. Individuals who have a genuine interest in the offer are likely to click on the ad, making PPC’s ability to generate traffic unrivaled in digital marketing.
This is a huge benefit because it means a brand can compete with competitors before its website ranks for a single keyword on Google!
3. The Targeting Options are Powerful
The targeting options with PPC enable advertisers to reach the exact people they need to reach! Most platforms provide data which can be used to target online users based on many factors such as their interests, demographics and location. The superior targeting potential ensures the ads deliver high quality leads that convert.
4. PPC Produces a Better Rate of Conversion
PPC advertising is highly targeted and this accuracy can translate to a better conversion rate. These online users already want or need this offer, which means the click through rate (CTR) is often followed by the user taking a desired action. It’s easy to track these rates and modify the campaign in order to improve them over time.
5. A Solid Keyword Strategy Can Outperform Competitors
Marketing agencies know exactly how to research and identify the best keywords for a PPC campaign. They often trial a mix of keywords in the beginning and use A/B testing (split testing) to ensure they choose the best options. PPC requires advertisers to bid for these keywords and agencies know how to select a mix of keywords that will outperform competitors and produce the best possible ROI.
6. PPC Ads Can Increase Online Presence
PPC ads are often used to build brand awareness. Agencies have many ways to make a marketing strategy work and PPC is an obvious choice for building presence. Competition is always intense, but a marketing agency can also help these ads perform better by focusing on the design and content of the ad itself. This is because agencies have access to professional copywriters and designers who know how to create ads that demand attention. With this attention, brands can then inform their audience about specific offers, products, or services the customer will want to know about.
7. A Sense of Assurance through Results and Reporting
Mistakes can happen with PPC advertising and many businesses fail to gain traction or any kind of ROI. However, a business that knows how to extract and understand the most relevant data is able to ensure the campaign is on track.
Analyzing this performance requires experience, and this is another reason why businesses choose to work with experts. A reputable PPC agency will extract and provide this data to clients as part of reporting. These reports outline progress and results, which then allows advertisers to feel assured and confident in the process.
Pay-per-click advertising is the ideal way for any business to increase traffic, sales and online presence. This type of digital marketing is fast and measurable and highly flexible because PPC agencies can monitor performance and improve over PPC ads over time.
At a time when every business wants to remain competitive, research plays an increasingly important role for PPC ads. This allows businesses to hit the ground running and find quick success even without a strong presence on search engines. At the same time, PPC advertising is not just for short term wins. Businesses should embrace PPC ads as part of a long-term marketing strategy.