Should you use PPC advertising for your business?


What is PPC advertising?

Pay-per-click (PPC) advertising is a method of generating clicks to your website by paying for them rather than earning them naturally. 

You know those sponsored adverts that frequently appear at the top of Google’s search results page? That’s pay-per-click (PPC) advertising. You pay a tiny charge to the search engine every time your ad is clicked on which redirects users to your website. That charge is insignificant if your PPC campaign is well-designed.

What are the benefits of using PPC advertising?

PPC marketing has the distinct advantage that Google (and other ad networks) rewards not just the biggest bidders for ad space, but also the top-quality ads (ads that are most popular with users). In a nutshell, Google rewards excellent performance. The higher your click-through rates and the smaller your prices, the better your adverts are. 

Here are some benefits of using PPC ads: 

Beneficial to searchers

According to studies, searchers are more likely to click on sponsored search adverts than any other type of digital advertising. This indicates that consumers don’t mind ads as long as the products and services advertised are relevant to the needs of the searcher. 

Because we use search engines to find items and services, the results, including the advertisements, are usually quite relevant to our needs. Furthermore, Google has devised an outstanding algorithm to guarantee that PPC advertising is relevant to the user’s search.

Great for advertisers

It benefits advertisers since it provides them with a one-of-a-kind opportunity to get their message in front of an audience that is actively looking for their goods or services. Advertisers can monitor the quality of traffic generated by search engine clicks since searchers expose their intent through their search query. 

Good for search engines

It benefits search engines since PPC allows them to cater to both searchers and marketers at the same time. Their user base is made up of searches, while advertising supplies them with a revenue source. Search engines seek to produce relevant results while also providing a highly targeted, revenue-generating advertising channel. 

What types of businesses should use PPC advertising?

The characteristics of firms that typically get excellent results and a high return on investment from paid search marketing are listed below. If any of these relate to your firm and you haven’t tried PPC yet, this is a marketing channel worth looking into.

High Customer Lifetime Values 

Because the lifetime value of a new client is so high, some sectors can afford to spend a lot of money recruiting new leads and consumers. Consider the following scenario: 

  • Dentists, doctors, and other medical professionals – When a dentist gets a new customer, they can be worth thousands, if not tens of thousands of dollars over time, especially if they go on to suggest more clients. Dental marketing is effective.
  • Online degree programs and colleges – Because a new student is worth a lot over the length of his or her education, universities invest heavily in PPC. Other sorts of training programs are in the same boat. 
  • Utilities, cable and Internet providers – People tend to keep with the same phone, cable, or Internet provider for a long period of time and pay the same monthly payment. The similar paradigm might be applied to any recurring service (for example, subscription-based software).

High Margins

Consider things with a somewhat high purchase price, such as: 

  • Suits — A lawyer may make a lot of money on a single case, which is why keywords like “personal injury lawyer” are so expensive — even if the customer only requires your services for one lawsuit, the margins can be huge.
  • Repair jobs — Because some types of house repair (roof repair, new pipes, etc.) can be very costly, catching someone who needs this type of work done can be a huge win.
  • Home Appliances – Before purchasing something like a washer and dryer, most consumers compare prices online. The same is true for significant items such as beds and furniture.
  • Cars — We’ve found a lot of success with geo-targeted PPC for used vehicle franchises.

Diverse Array of Products

If your e-commerce store sells items that aren’t easily found, you’re an excellent candidate for PPC advertising. People frequently use search engines to locate uncommon products that aren’t readily available in stores, such as rare albums.

How does PPC help small businesses?

There’s a convincing case to be made for Google Ads (or Microsoft Ads) whether you’re attempting to persuade your boss or a client. To begin with, PPC: 

  • It allows for rapid entrance
  • The outcomes are simple to track and measure
  • It’s compatible with a variety of other marketing mediums
  • It provides a plethora of information

PPC has the potential to have a significant and positive impact on the majority of businesses and brands. You’re probably losing out on valuable visitors and income if you’re not leveraging PPC marketing.

PPC Contributes to Business Goals

This is the strongest argument for using PPC advertising. PPC can assist you in achieving a wide range of business and marketing objectives. These objectives include everything from high-level brand awareness and thought leadership to a hot lead submission or an ecommerce transaction.

PPC is an effective strategy for matching website traffic generators with end-goals. PPC may encourage the middle ground of nurturing and serving the middle of the funnel by promoting content downloads, soliciting email signups, contest entries, and pushing for app downloads in the age of content marketing and thought leadership. 

Many portions of the sales funnel and the path your prospects travel from awareness to becoming a customer can be supported by PPC. PPC campaigns can be set up effectively regardless of the set of objectives. Granular goals, targeting, and robust data to report make it incredibly successful and straightforward to determine whether or not it is working.

PPC Is Measurable & Trackable 

One of the biggest advantages of PPC advertising with Google Ads is that it’s simple to assess and track. Using Google Ads in conjunction with Google Analytics is all you need to do. Impressions, clicks, and conversions are just a few of the high-level performance metrics you’ll notice (based on the defined business goals).

Stats are easily accessible and demonstrate how well your campaigns are functioning in terms of traffic. The picture for attribution of the expenditure to direct results in other advertising and marketing channels isn’t as clear.

When should you use PPC?

So, when should you employ pay-per-click advertising? The following are some scenarios in which pay-per-click advertising could be extremely useful to an online business.

When wanting immediate results

PPC yields quick results. You may count down the minutes until visitors flood your landing pages. This is because your advertising will be displayed in front of millions of people as soon as your PPC campaign is approved (assuming your bids are high enough to deserve priority placement). 

As a result, PPC is ideal for product launches, squeeze pages, CPA marketing, and affiliate marketing with high-converting offers, joint venture (JV) projects, seasonal promotions, event-focused marketing, and similar online business campaigns.

When wanting targeted traffic

Unlike SEO and other marketing strategies, PPC marketing allows you to target your customers based on their demographic information. Many PPC platforms, such as social networking sites, allow you to target your ads to persons of a specific age, gender, income bracket, education level, and even marital status. 

You can also target people based on their interests on popular social networking sites like Facebook. PPC is a powerful approach to reach a specific group of individuals and direct them to your web pages.

When promoting a time-sensitive offer

It’s always a race against time when it comes to marketing items, services, or events that have an expiration date. SEO initiatives often have a long gestation time, resulting in late results. The convenience of PPC marketing is therefore ideal for time-sensitive deals. Are you promoting a two-day-only offer? In a matter of minutes, PPC can provide you with the traffic you need.

When your website isn’t designed for SEO

SEO necessitates the creation of content-rich websites that are updated on a regular basis. This is the only way to 1) notify search engines that your site is relevant and 2) remind search engines to keep your site at the top of the rankings. Some websites aren’t built to handle this. Squeeze sites, for example, lack the necessary content to even be considered by Google. PPC advertising can be used to drive visitors to sites like this.

Expert tips for a killer PPC campaign to grow your business

Use keyword tools to check the demand

The Google AdWords Keyword Planner shows you search volume and trends, cost per click, and competitive data to help you validate the terms you’ve found. It also provides you with keyword suggestions.  

This is a simple way to validate all of the keywords you’ve compiled. It gives you information on the average monthly search volume, the proposed bid for the term (a cost-per-click estimate for having your ad appear for that phrase), and the competition for that phrase. Keywords with a high level of competitiveness have a higher cost per click than those with a low level of competition.

Structure and organize your PPC keywords

Once you’ve collected data on the keywords you want to target, you’ll want to group them into more focused groupings that are related to one another. The more detailed and relevant your ad groups are, the easier it will be to track the performance of your keywords, alter your targeted keyword groups, and develop more particular (and relevant) advertising for each group.

Keep in mind how search intent shifts from broad phrases to more narrow long-tail terms when combining your keywords.

Create a powerful and relevant call to action

WordStream has conducted an analysis of hundreds of high-performing PPC advertisements and compiled a list of the most common terms. Two words stand out as being really actionable which are “Get” and “now.

Other terms, when used in conjunction with a CTA, can encourage the user to click, such as:

  • Your (personalization)
  • Free (cost conscious)
  • Save (cost conscious)
  • Best (value oriented)
  • Shipping (ties to free for cost conscious)
  • You (personalization)

When writing a call to action, keep the action in mind. Tell the user what he or she should do. 

Get started with PPC campaigns 

Want to grasp the opportunities that PPC advertising has to offer? Leadsier specializes in 360 online marketing and provides a range of services to accelerate your business’ online presence. Whether it is scientific SEO, linkedin outreach, sales as a service, B2B lead generation, content marketing, sales closing or PPC advertising, we’ve got you covered.