Every company, regardless of size, is striving to establish an online presence – more so, with the Coronavirus pandemic exponentially increasing the scope of e-commerce.
To promote their businesses, products, and services in the internet space, many small and large business owners are turning to Pay-Per-Click (PPC) advertising and reaping the benefits. In 2017, 7 million advertisers spent approximately $10 billion on PPC advertising.
Before we dive deeper into those benefits, let us briefly discuss what PPC really is.
What is PPC?
Pay-Per-Click advertising is pretty much what it sounds like.
To put it simply, companies fund campaigns and keywords to attract potential users scouring the web. They only have to pay a fee every time a user clicks on one of their ads.
This fee is directed to the search engine that the user was searching on (for instance: Bing or Google). These search engines are also called the advertisers, because they make your ads visible by placing them at the top of the search results.
Some of the most popular PPC advertising platforms include Google Ads, Facebook Ads, and Microsoft Advertising. However, owing to its vast volume of searches and numerous options, Google is perhaps the best choice for any business looking to invest in PPC advertising.
Benefits of Using PPC Management
1) Prompt Feedback
One of the most important reasons for PPC’s popularity is its speed. Building organic traffic through SEO and keyword strategies is time consuming. On the other hand, preparing a PPC campaign requires a mere few minutes – even if you have no prior knowledge about online strategies.
Most advertisers will take you through the set-up process, and, since their systems have already researched keywords and competitors, all you need to do is decide which campaigns to run. The ad will start functioning and generating traffic within minutes of the set-up process completion.
2) Positive ROI
Another big edge that PPC has over other advertising options, is its ease of measurement.
You can compare your PPC payments against the additional revenue being generated, and work on your ads until you get a positive return on investment (ROI).
In other words, you will not have to unknowingly pay more than what you are getting from your advertising.
3) Multiple Ways to Measure
Since we are on the topic of measuring PPC performance, let us talk a bit more about the Key Performance Indicators (KPIs) that help you gain essential insight on your campaign performance.
These KPIs include the number of clicks, views, and visits, along with the cost of each. You can learn about the areas where your investment is generating the most and least returns, how effectively keywords are attracting traffic and the market behaviors.
For instance, say you are a company that sells fitness equipment. You may have more sales around the start of a new year. By assessing such KPI trends, you will be able to better prepare for the future by tailoring your yearly budget and targets.
4) Flexible Budgeting
If you find that your KPIs are not performing as per your expectations, you do not have to wait for your campaign to end to make changes.
So, what changes can you make? You can increase your budget for specific keywords, shift funds to a different time of the day or a new device, to name a few.
You can also enhance the flexibility and specificity of your ads. For instance, if you are a restaurant running a happy hour every Saturday, you can dedicate more money towards ads being run on this particular day of the week. Similarly, if you are closed on Sundays, you can make sure that no ads are being run during the day.
5) Specified Targeting
PPC does not work under the ‘one size fits all’ mantra. It is up to you to decide when, where, and how to connect to your audience.
Is your target market comprised of teenagers and young adults who will use cell phones to find you? Or do you want to approach professionals who do the bulk of their online searching on desktops or laptops?
Again, depending on your target audience, you can also decide the time of the day you want your ad to be most prominently displayed.
As you continue to understand the devices, search times, and keywords that your audiences use, you will be better able to give them precisely what you are looking for.
The customized benefits of PPC management mean that you can even tweak your ads to reach optimize seasonal discounts or flash sales – while allowing you to run your premium products on a separate campaign.
6) Access to Marketing Data
Of course, advertisers such as Google Ads provide a lot of direct information, this information is valuable even beyond PPC performance.
For instance, you can use conversion, click, and impression data for each keyword to plan your content marketing and SEO strategies.
Moreover, the in-built display and keyword planners enable you to effectively locate your audience.
7) No Dependence on Algorithm Changes
Since PPC operates independently of search engine algorithms, it provides stability that is not achievable with SEO or content marketing.
With this consistency, you can use your previous metrics to judge your current campaigns and predict the performance of your future ones, with sufficient accuracy.
Final Word About Hiring A PPC Management Service Provider
PPC advertising is a dynamic industry marked with continuous changes and advancements.
PPC management services keep themselves up to date about the latest features and methods that will help their clients reach out to their target audiences online.
Hence, when you hire a PPC management team, you do not have to spend time trying to figure out the online advertising world and can focus on your core business operations.
To learn more about how our PPC specialists can help you with meaningful and worthy ad campaigns, please feel free to contact us.