Thu. Jul 25th, 2024

Marketing is probably the only industry that has experienced the revolution and disruption of technology. From magazines, radios, televisions to the online world of websites and mobile applications, the channels for advertising have changed a lot over the years. Today, companies are preferring digital marketing over traditional forms of marketing. Digital marketing has transformed the way businesses develop and execute marketing strategies.

With the growing use of smartphones, affordable data plans, and higher data loading speed, the overall data usage has skyrocketed, and the average screen time reached more than 4 hours per day. Evidently, companies started harnessing the marketing potential that came with the increased mobile usage. A whole new digital world was open for brands to advertise their products and reach an audience across the country. Digital marketing is a broad field, and there are many aspects one needs to know when exploring more about it. Search engine optimization (SEO), social media marketing, Pay Per Click (PPC) marketing, content marketing, and email marketing are some of the important facets of digital marketing.

This article focuses on Pay Per Click Advertising and lets you know the top reasons why you should be investing in it.

An Introduction to Pay-Per-Click Advertising

SEO and PPC have become the common topic of discussion among digital marketers. Giving you a brief idea about SEO, this marketing strategy focuses on increasing the traffic to a website organically. It means putting efforts into making websites search engine friendly so that they rank high on the Search Engine Results Page (SERPs) without paying any money to the search engine. It is an ongoing effort that shows effective results in the long run.

Contrary to SEO, PPC advertising refers to marketing strategies where brands pay money to the search engines for their websites to be displayed at the top of SERPs. It allows advertisers to bid for placing their ads in a search engine’s sponsored links when a user types a keyword that is related to their product. In Google, for example, you can see the advertised results at the top of the page with the ‘Ad’ symbol present at the beginning of the URL shown. The image below shows PPC Ads clearly, along with SEO results following it.

When a user clicks on that paid advertisement and visits a brand’s website, the brand has to pay some fee to the search engine. Search engines reward the brands who are successful in creating intelligently targeted and relevant PPC campaigns by charging them less for the ad clicks. This can mean higher conversion rates and better profits for your business. There are many platforms that offer PPC advertising; however, the most widely used platform is Google Ads.

5 Reasons to Adopt Pay-Per-Click Advertising

Here are some of the top reasons why companies rely on PPC advertising to reach their target audience.

PPC offers instant results

Compared to  SEO that shows desired results over some months, PPC advertising shows results quite faster. This is because brands get to gather the attention of the audience instantly when they look for the keywords they have placed the bid on. This high-level brand exposure helps businesses gain more audience compared to their competitors. It supports many parts of the sales funnel and helps prospects become their customers.

PPC efforts can be measured

The best thing about digital marketing is that you can measure the effectiveness of your campaigns. The same holds true for PPC campaigns; using the Google Ads tool along with Google Analytics helps brands see high-level performance details like the number of clicks, impressions, and conversions. Based on the results, you can modify your campaigns and allocate the budget accordingly.

Pulls in the right audience

With PPC advertising, brands are able to get quality traffic to their websites. This is because the brand is not simply advertising its products to random people; the ads are displayed only to those people who search for the product. As the audience is serious about the product, it is more likely that they will buy from you if they are happy with your product features and price.

Allows greater precision

With PPC advertising, marketers can create a highly-targeted campaign that depicts their ads are straightforward. Many brands take a multi-layered approach in Google Ads to ensure full coverage across the network and targeting types that can gain exposure. Keywords  can be targeted through test ads or image ads and focus can be put on specific audience demographics on the display network.

Supports other aspects of digital marketing

Companies that use PPC advertising can understand what strategies work and lead to better conversions. This knowledge is further helpful in supporting other marketing efforts like SEO, social media marketing, and content marketing. For example, with PPC marketing, the performance data related to clicks, sessions, and conversions can give insights on what keywords can better support SEO efforts.

With such lucrative benefits, will you still think twice before adopting PPC marketing? It has been observed that the traffic brought through PPC advertising yields around 50% more conversions than organic advertising. So, try learning how to use Google Ads and start with PPC advertising today!

By admin