5 Practical Reasons Why PPC Is For You

In today’s online world it is becoming increasingly more important to generate a significant online presence, especially with competition being more intense than it has ever previously been. Pay-per-click (PPC) marketing is an extremely effective way of generating greater exposure on the results page and the reality is, if you’re not fighting to be there, you can bet that your competition will be.

In today’s online world it is becoming increasingly more important to generate a significant online presence, especially with competition being more intense than it has ever previously been. Pay-per-click (PPC) marketing is an extremely effective way of generating greater exposure on the results page and the reality is, if you’re not fighting to be there, you can bet that your competition will be.

For anybody that may be on the fence when it comes to PPC marketing, what I’d like to do is discuss five practical and simple reasons why PPC marketing is worth the time and the investment. What most of these benefits focus on is the level of control and visibility PPC offers and highlights how much of a straight forward platform PPC can be when carried out properly.

1. You will only pay when an interested person clicks your ad.

This is one of the reasons that can make PPC a straight forward platform to use due to the fact that you always have visibility of where your money is going with the assumption that the individual who clicked the ad is a genuine and interested party. This is different than the more traditional offline marketing platforms where you would be required to spend X amount and left to hope that your target audience ultimately engage with the ad. Which, I’m afraid is never a guarantee.

2. You have the freedom to set your own budget in order to control costs.

With PPC you will set the budgets within your account(s) based on your own specific needs. You are able to put a cap on what you are willing to spend on a daily basis with it being completely flexible, allowing you to change this at any time. This doesn’t mean that by using a limited budget you should expect to see huge, overwhelming results; it’s all dependent on how competitive your keyword list is as well as the industry you are operating in.

3. You have the capabilities to reach your target consumer at the right time by using the correct ad.

PPC offers specific location targeting as well as delivery options along with device specific preferences as well (i.e. mobile), meaning you can be very precise when targeting specific consumers. If you had the need to, you could target a person in a specific place at a specific time of the day with specific, tailored messaging through an ad on Google or Bing by using the PPC platform. The precision that PPC offers is a huge benefit when running all types of campaigns as it gives you accurate and trackable data almost instantly. Which carries me nicely onto my next point...

4. PPC, unlike any other form of digital marketing offers results very quickly.

There’s no doubt that there are many important methods as far as digital marketing is concerned but few offer results at the speed of PPC. Organic search is undoubtedly essential for long-term website marketing however can have a longer cycle to complete in order to prove Return on Investment (ROI). With PPC, you can easily build and start a campaign one day and literally begin to see the results the PPC campaign has generated in terms of traffic to the site and conversions on the site the very next day.

5. PPC can integrate all your other marketing channels.

PPC can be extremely useful if you are looking at launching a new product and would like to test the water. PPC can gauge general demand and paint a picture of the reception the product may receive from the target market and pave the way for other marketing channels to be introduced.

If you happen to be running a Search Engine Optimisation (SEO) campaign and your SEO team would like to establish if a particular keyword term of set of keywords are converting successfully then PPC can give them the answer. This is an example of how these two platforms can work together to the benefit of any given campaign.

The multi-channel funnel report seen in Google Analytics (GA) shows the potential impact that SEO and PPC can together have in relation to conversions:

PPC - Google Analytics

Leading on from this, reviewing the multi-channel funnels assisted conversions report also generated through GA, we can start to gain an understanding of which channels positively contribute to conversions overall and how:

PPC - Google Analytics 2

To many reading this, these five points may seem pretty obvious and basic however the reasoning behind this article is to inform those who are new to PPC just how this platform can ultimately benefit their campaigns. I hope that this has offered food for thought regarding PPC as a marketing channel and encourages you to potentially reach out to the experts at Equator and see how we can carry your business forward with the integration of PPC.

By Martin Kelly, PPC Marketing Executive.