Marketing and advertisement are one of the main elements of any business or company, it allows them to reach to their target audience. There are many strategies that they can use, PPC (pay-per-click) is among one of them. However, if you’re wondering about using it or learning it, today, we’ll discuss what is PPC advertising and its advantages and disadvantages.
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What is PPC Advertising?
PPC (pay-per-click) advertising is a marketing strategy over the internet, where the marketer pays a certain amount of money for a click on the advertisement. In other words, you pay for increasing the traffic and bringing visitors to your website, instead of doing it organically.
PPC advertising over the search engine is very popular. Here marketers and advertisers bid for the placement of ads via the sponsored link for the searches of specific keywords in the search engine. For instance, if you bid on a specific keyword via PPC application, and then your website would start appearing at the top of Google searches.
You have to pay a certain amount of fee to the search engine for the number of clicks on your advertisement. If you launch the PPC advertising appropriately, then the traffic on your website is worth paying. For instance, you pay 3 dollars or less for a click and it increases the sale by more than 300 dollars. It means the cost you spent on advertising has increased your profit.
Launching the winning and successful PPC advertising campaign comprises a lot of things. Like choosing the right keyword, using it to make the right ad group campaign, and then launching the PPC landing page in order to increase the conversion rate.
The advertisers who create intelligent and relevant ads campaign, the search engine offers them a low PPC rate. It means that the landing page is adding value by satisfying the needs of users, and Google charges you lower money, hence the profitability of your business increases. Therefore, it’s important that you launch the PPC advertising campaign rightly.
Advantages of PPC Advertising for Your Business
Some of the main advantages of Pay-Per-Click advertising campaign are as follows;
PPC Statistics
Some inspiring statistics about PPC advertising are as follows;
- Google processes more than 40,000 searches per second
- Approximately 7 million marketers invested 10 billion dollars on PPC advertising in 2017
- Database of Google comprises more than 2 million websites
- 63% of the people are willing to click on the sponsored Google ads
- 75% of people say that the Google ads have made the information easily accessible
- 80% of the brand awareness is through PPC
- Approximately 25% of search click is through PPC ads in the search engine
- Small businesses precisely target their audience geographically and demographically and it amplifies their growth by 107%
- 87% of the businesses spend on social media advertisement; out of which 88% are on Facebook, 15% on Twitter, and 15% on LinkedIn.
Easy to Create Ads
PPC ads are easy to create and you don’t have to be a marketing or graphic designing expert in order to produce an advertisement. Google Ads is simple, easily accessible, and it would guide you to walk through it so that you could launch a PPC ad campaign.
Smart Retargeting
PPC advertising campaign uses analytical tools so that you could check your campaign status and retarget the market if it’s not showing a response. For instance, you’re launching a PPC advertisement campaign; people are clicking on the advertisement but buying the product. The analytics allows you to retarget the customer market that would deliver the results.
If you keep the target audience in mind and show them relevant ads, then you can increase the conversion rate.
Support Social Media Strategy
PPC ad campaign provides you an option to integrate it with various social media platforms. It would help you decrease the conversion cost and amplify the performance. When you run a campaign on the various channel, then it increases the performance.
For instance, running the campaign on Google gives you “audience observation” insight that how a certain demographic is showing interest and the others are non-responsive. You can use the same knowledge on a social media campaign and optimize the conversion rate.
Multi-layer Targeting
PPC advertising allows you to target an audience based on their interest, age, education level, location, or gender so that you could target the exact audience. For instance, you’re offering gardening equipment; the campaign would show you that your target audience is young gardeners from YouTube. Therefore, you should create a YouTube ad to attract the attention of customers.
Don’t rely on Algorithm
SEO, algorithm updates, and content marketing strategy take a lot of time to work. PPC advertising is a comparatively stable strategy. However, the competition in search engine through SEO and algorithm update won’t impact the PPC advertising strategy.
Support SEO Strategy
You can’t run a successful PPC ads campaign before implementing a strong SEO. The privacy setting hides the organic keywords, the paid search tool removes all the restrictions and you get a better insight into keywords. It means that you can use better keywords in your content through PPC and it would benefit you in terms of SEO.
Return on Invest (ROI)
The analytics of PPC advertising provides you exact figures and statistics that you can measure and evaluate in terms of ROI. For instance, a marketer is earning 4 dollars for every spending 1 dollar on PPC advertising. If he wants to increase his revenue, then he has to invest more in advertisement campaigns.
Drives Lead
The most interesting thing about PPC advertising is that it provides you an opportunity to approach the right audience that is interested in the company’s product. When you reach the right people that want your product, then it increases the conversion rate.
Increasing Traffic
The objective of SEO and content marketing is to bring organic traffic to your page and get your website on the first page of Google searches. PPC advertising would bring your page to the top and you don’t have to wait for it. However, ranking up in the search organically takes months. Sometimes you don’t have time to wait and you want the results instantly.
Cost-Effective
PPC advertising is a very cost-effective strategy and it provides you an opportunity to have control over ads placement. You would know how to develop a balance between results and budget with campaign optimization. With the PPC approach, you only pay for clicks and not for the impression or reach.
Disadvantages of PPC Advertising for Your Business
Some of the main disadvantages of Pay-Per-Click advertising campaign are as follows;
Clicks don’t Increase Sale
Bring traffic to your website is one thing and making them buy your product is completely opposite. The conversion and sale rates are very low.
Allocate Cost
If you don’t keep an eye on your PPC campaign, then it would consume all of your money. Therefore, you have to allocate a specific amount of money for the campaign. It’s completely different from the SEO campaign.
Skill & Expertise
Launching a successful PPC campaign requires key skills and expertise and many businesses hire professionals to do it for them.
Time Invested
After launching the campaign, you can’t just sit back and relax. You have to keep an eye on the campaign from time to time and keep updating it in order to get better results.
