The marketing world is fast-paced, and keeping up with your audience and the time is vital. You have to keep on looking for ways to maintain a strong online presence to stay in the game. A good Pay-Per-Click or PPC advertising can get your business to reach a new set of audience. Here is why you should not miss out on adding PPC advertising on to your marketing strategy this 2019.
Did you know that your business can earn $2 for every $1 you invest in PPC advertising? Do you know why? It is because the individuals who come to your website via PPC are more likely to buy your services or products than those who arrive via organic search.
You can already tell that you will achieve a good return on investment (ROI) by incorporating PPC Advertising on to your marketing strategy.
Website optimisation can get you far in terms of ranking high on the search results and on getting more exposure, and that is also something that you should not skip, but if really want to get far, PPC Advertising is the way to go.
Many businesses tweak their content and do whatever it takes so that they can get organic rankings in search engines, but you have to keep in mind that organic rankings take a bit of time to achieve. Aside from that, you cannot guarantee the first-page position by just relying on your keywords. This is where PPC advertising plays a part.
PPC advertising lets you invest in advertisements on several online platforms and search engines, such as Google, Bing, and Facebook. The name is self-explanatory, PPC advertising means that you pay a platform a specific amount of money for every time people click on your ad. The key here is that you pinpoint your target and focus these ads to specific keywords, locations, and audience niches. After getting this part right, you will see how PPC advertising is important to any online marketing strategy.
An Introduction to PPC Advertising
PPC advertising or Pay-per-click advertising is an advertising model that most search engines use. It allows you to pay a fee to attract traffic to your website. This fee is only charged to you whenever somebody clicks on your ad.
Basically, this means that you have to create a PPC advertising and link it back to your landing page or a relevant page on your website. Then, you would have to assign the keywords that you want the ad to display for.
If you wish to, you can also assign specific locational data or other filters to ensure the ad only displays for certain audiences since the whole point of a marketing strategy is to get your message across to the right audience.
Once all the elements that need to be assigned are all in place, you can now bid for the ad. The bid is the maximum amount that you are willing to pay for a single click. Bid wisely as this is one of the several factors that determine your ad ranking alongside other ads that target the same keywords.
This means that a low-quality advertisement with a low bid in a competitive industry will not rank well, but take note that is is also possible to bid too high and end up paying more than you should for every click you get
Most search engines define their PPC ads from their organic results:
One example is how Google shows the small “Ad” market next to the ad. There are other platforms that would use different colours or other methods to be able to differentiate their ads from their organic results. That is just the simple tip of the iceberg; creating an ad and funnelling money into it does not always work out the way it was planned.
If you are planning to achieve good returns on your investments, then you need a defined PPC strategy. This means that your PPC advertising campaign can undergo several modifications.
You will start out with determining an initial idea of the keywords and markets that you want to target. Later on, as you go deeper into your marketing strategy planning, you will adjust bids, find new keywords, and get rid of keywords and ads that do not provide a good return.
Aside from that, you will be constantly competing against other advertisers. Do not get discouraged just because it sounds like a lot of effort for a simple concept of having to pay platforms to have people click your ad. PPC advertisement is essential for any online marketing strategy.
Why are PPC Advertisements Important?
If you are not yet convinced that PPC advertising is an important part of your marketing strategy, then let the results speak to you:
- The average Click-Thru-Rate (CTR) for an ad in the first position of a Google search is 7.94%. That’s 794 people per 10,000 searches, and as the name suggests you only need pay for the 794 clicks.
- The PPC Advertisement success stories that may convince you is Wit Fitness. They enjoyed a 1,000% return on their AdWords investment with its Black Friday campaign.
- If your brand is seen by people through a Google Display Ad, they are more likely to search for your brand specifically later on.
- If you think that you only need organic traffic for your business, then this will have you thinking things over. 89% of the traffic you get from PPC cannot be replaced by organic traffic once the PPC advertisement is taken down.
- 70% of all mobile searches result in a customer action within one hour.
- 52% of shoppers who interact with a PPC ad follow that interaction up with a phone call to the ad supplier.
Main reasons why your business needs PPC Advertisement
1. PPC Advertisement is a cost-effective element for your marketing strategy
It may be a little discouraging to hear the idea of paying for online advertising because that would mean expenses. You have to think of it this way; you are investing to make your brand presentable to the public, you may have spent thousands of dollars on developing your brand, but you cannot depend on organic views alone. Investing in PPC advertising has proven to give good returns.
Including a PPC advertisement on your marketing plan can drive traffic to your site for relatively low bids. Since the people from PPC are targeted audience, expect that the traffic from your paid ads are more likely to convert into sales than the traffic that you get from organic sources.
You may be paying for every click you get, but keep in mind that those clicks come from an audience that you have targeted specifically because of their interest in your product or service.
2. Relying on Search Ad Traffic will not be converted into organic traffic
If you think that you do not need PPC advertisement in your marketing strategy because you have good organic rankings in the search engines. Know that this is not how you will get a good sales conversion.
Google conducted their own study on this. They paused ads for a variety of searches to see if those who would have clicked the ads would instead click the organic search results.
They discovered that 89% of the traffic that comes from PPC ads does not translate to organic traffic once they had paused the ads. This means that PPC cannot be replaced by organic search. In fact, most people who click on ads do not end up clicking on the associated organic search result.
You need PPC advertisement working side by side with your organic results to maximise your exposure and traffic on search engines.
3. PPC advertisements are perfect for product testing
Are you launching a new product? Or do you just to make sure if your existing product is actually selling? A good PPC advertisement will be able to give you the statistics you need. With PPC advertising integrated within your marketing strategy, you can drive instant traffic to a new product or service on your website.
You can analyse the results based on the outcome of the PPC advertisement. The results will show you whether there is any potential in the product. With the use of the PPC advertisement, you may also be able to the highlight issues with your landing pages; you can then fix these issues to make your site better.
Sometimes, your product is good, but it is not selling because the landing page is not optimised. You can only address an issue once you are aware of it.
There will be cases that you have a product that nobody is actually interested in, by using a small PPC campaign, you would be able to save some money by knowing that you should no longer be investing in a long-term organic campaign for the product. To put it simply, a PPC campaign provides data that you can use to optimise your offering.
How do other brands use PPC Advertisements successfully
Brands that create amazing PPC campaigns normally focus on the following aspects:
Building a High-Quality Score
PPC platforms use quality score as a metric to measure the quality of your ad. The better your advertisment is, the higher your score would be. If you have a high-quality score then you may be allowed to bid less for favourable ad rankings. A high-quality score also shows that your ad has a high amount of relevance to the page that you’re leading customers to.
Creating a Great Landing Page
Content is extremely important, and you can actually get by with a decent looking landing page if you are only after views from your audience, but if you are after sales, then you have to create a mind-blowing lading page that will tell your target audience that they cannot live without your product.
Your landing page should be clear and professional that offers clear guidance to visitors on what they should do next. Also, ensure your ad copy matches the message of its associated landing page.
Creating Multiple Landing Pages
You may only have one product, but having multiple landing pages has its perks. One of them is being able to test out what kind of landing page works best with your product. One landing page design may work better than the other. If you only have one landing page planned out on your marketing strategy, then you can never be sure if your campaign is reaching its full potential.
Making profit out of your PPC Advertisement
First, you have to analyse your business better to have a clearer idea of what you are offering. That is an important element that you have to understand to be able to formulate a good PPC advertising idea. You have to know what you are selling and you also need to know who you are selling them to. Not understanding your target audience is equals to failing to deliver effective ads.
One way to go about this is to divide your products based on three categories:
After having your products separated by these categories, you can now start an intense keyword analysis that revealed thousands of keywords that your company may not have been utilising. Then focus on building a high-quality score, creating a great landing page, and testing out multiple landing pages to get the best results.