Pay-per-click (PPC) is a digital advertising strategy in which an advertiser only pays when a user clicks on the ad on search engines or social platforms. To simplify things, you pay a particular amount to the host (Google, for example) to show your ads in their ad section so a user can see your ad and click through to your website. PPC advertising is a widely-used form of online marketing, but some businesses are still unsure about the benefits. This article will explain some advantages of PPC advertising and why it might be right for your business or organization.
One of the advantages of PPC advertising is that you have complete control over the budget. With PPC, you can set a daily or lifetime budget. In addition, you have control over how much you spend on PPC ads each day and can make adjustments as needed. You also have complete control over the maximum cost for each click.
For example, if you want to see how many people will click on your ads but are reluctant to spend more than $1.00 per click, then set your maximum bid at $.99. If no one clicks or if the competition is too stiff that your ads are not shown, then you can raise your bid. On the other hand, if you only want to pay when someone converts into an actual sale or action (like signing up for an email list), then an agency can set the bidding accordingly.
Using pay-per-click can instantly place your site on display for your targeted keyword on the first page of the search engines, which drives traffic to your website. On a search results page, the first links you see are paid search ads. That means that whenever someone searches for a particular keyword or phrase, that person will see paid ads immediately.
So if you have PPC ads, searchers are much more likely click on the top search results you can get more clicks to your website or landing pages from these ads.
Another one of the advantages of PPC advertising is that the tactic affords you the ability to tailor your ads to specific audiences. This can improve the likelihood that a consumer will purchase from your company. You have different options to target specific audiences:
Demographic targeting includes targeting people based on age, gender, and other factors like interests and education level. You can also target consumers by location if you have brick-and-mortar stores or even online stores that sell products locally.
Suppose you are selling beach towels online but are reluctant to pay shipping costs when shipping them across the country. In that case, you might focus on ads that target people who live nearby and are more likely to buy those towels over others because of a lack of competition with other sellers in their area.
Another example would be specific cities or towns. For example, someone searches for “beach towels” on Google from Miami but not from Tampa Bay. In that case, a business should target both cities and expand outward along highways. So the result is reaching potential customers traveling between cities during their vacation.
If you need a PPC campaign to produce better, A/B testing can show what needs to be changed.
A/B testing is the practice of comparing two versions of a page to see which one performs better. The two versions are “A” and “B,” with A being your current page layout and B being your proposed change. You then choose a metric to indicate which version performed better. Once you know which version performed best, you can use that information to make more changes that improve on what worked best in the first test.
If you are looking for more advantages of PPC advertising or looking to improve your PPC campaign, contact VIEWS Digital Marketing. Our team of consultants has years of experience and proven results in creating digital advertising campaigns for our clients. Contact us to get started on your paid advertising strategy.