Let’s face it, growing your business can be tough.
You’ve got a million things on your plate, from making payroll to keeping customers happy, and a marketing strategy might be the last thing on your mind. Maybe you’ve heard of Pay-Per-Click (PPC) Advertising, but you’re not sure if it’s the right strategy for your business. As a full-service creative and digital marketing agency, we’ve seen firsthand how PPC can be a game changer for businesses.
Let’s take a few minutes to talk about the benefits of PPC advertising and help you determine whether or not it’s the right option for your business.
What is Pay-Per-Click Advertising?
PPC advertising is a model of digital advertising where advertisers only pay a fee each time one of their ads is clicked, hence ‘paying per click.’ Essentially, it’s a way for you to buy visits to your website rather than waiting for them to happen organically. The cost per click varies depending on factors such as competition, audience targeting, and the specific platform you use.
The most popular PPC platform is Google Ads. Through Google Ads, advertisers bid on keywords relevant to their product, service, or industry. If their bid is successful, their ad will appear at the top of Google’s search results, above regular (organic) search results. You can tell which search results are ads by the word ‘Sponsored’ or ‘Ad’ displayed above or beside the result.
What are the benefits of PPC advertising?
Successfully optimized PPC campaigns offer a variety of benefits to business owners. We’ve summarized a few of them below.
One of the biggest advantages is that you can target your audience very specifically, which means you’re not wasting money on clicks from people who aren’t interested in your products or services. You can specify when and where your ads appear, as well as who you want to see them. You can choose keywords, geographic locations, age ranges, interests, and more to narrow down your audience. Only pay when someone clicks on your ad, so you’re not wasting money on impressions that don’t convert.
Some forms of advertising can take weeks or months to see results. With PPC, it doesn’t take long to launch a campaign, which can then start driving traffic to your website or landing page rather quickly. Ads can appear in front of potential customers who are actively searching for your products or services the moment they go live. Your business begins receiving increased visibility and a higher chance for conversions every time a campaign is launched and optimized for success.
Flexibility & Budget Control
Along with setting specific ad parameters, you can also adjust how and when your ads are running. Flexibility allows you to start, stop, or adjust your campaign at any time. Ready to update specific keywords? You can adjust your campaign even as it’s running.
Campaign and ad budgets are also flexible. You have complete control over your budget. You can set a daily or monthly limit, so you don’t overspend or go beyond your means. Plus, you can track your return on investment (ROI) and adjust your ad campaign accordingly.
Every aspect of your campaign can be tracked and analyzed, from the number of clicks and impressions to the cost per click and overall return on investment. Most PPC platforms, like Google Ads, provide comprehensive analytics tools that allow you to monitor how your ads are performing in real-time.
Track exactly which keywords and ads are driving traffic to your website, how many of those clicks are converting into sales, and how much you’re spending for each conversion. This data not only provides clear insight into the effectiveness of your campaign, but also enables you to make informed decisions about budget allocation, bid adjustments, and overall campaign optimization.
Is PPC right for your business?
While there are a lot of benefits to PPC advertising, it’s not the right strategy for every business. Here are a few factors to consider when evaluating whether PPC is right for you:
1. Your Budget
PPC can be expensive, especially if you’re targeting highly competitive keywords or audiences. You’ll need to factor in your profit margins, marketing goals, and overall business strategy
2. Your Industry
If you’re in a very niche market with very low search volume, PPC might not yield enough results to justify the cost. Some industries see better results with PPC than others, based on things like search volume, keywords, and consumer behavior. You’ll want to do some research on what your competitors are doing and what your potential customers are searching for.
3. Your Website
Do you have a website or landing page that’s optimized for conversions? Your landing pages and website should be optimized with clear calls-to-action (CTAs), easy navigation, and have a mobile-friendly design before you start spending money on PPC. If not, you might not see a good return on investment.
4. Your Expertise
Do you have the time and knowledge to create and manage a successful PPC campaign? If not, it may be worth outsourcing to a digital marketing agency that specializes in PPC (like Vervocity). We can help you save time and money by creating effective ads, keyword targeting, and tracking your results.
How can Vervocity help with PPC advertising?
If you’re feeling overwhelmed or unsure about the PPC process, don’t worry. That’s where we come in!
We work with business owners to create customized PPC strategies that meet their goals and budget. Our Google Certified Advertising Specialist, Jodie, stays updated on the latest trends and best practices. This allows her to effectively handle all the nitty-gritty details, like researching keywords, creating ads, and monitoring performance, so you can focus on running your business.
She will also provide transparent, monthly reporting so you know exactly how your money was spent and where you gained conversions.
Pay-per-click advertising can be a powerful tool for businesses looking to increase website traffic, boost sales, and reach a targeted audience. However, it is not a one-size-fits-all solution, and not every business will benefit from PPC. Your unique business situation will determine whether this marketing strategy is the right move for you.
Consider the above factors carefully, or feel free to reach out to us if you would like more information about whether PPC would make a valuable investment for your business.