Why PPC Marketing Makes So Much Sense in 2017!
By Glenn Cowan
You might remember that in last month's edition we explored the subject of “Essential Marketing Guide for Starting a New Business in 2017”. As promised, this article is a follow up to that feature, only this time we are going to explore the key benefits that a PPC campaign can bring. However before we get into the meat of just why PPC marketing makes sense, we should cover some basics.
What is PPC Marketing?
For those who aren’t familiar, PPC stands for pay per click.
The main platform for this activity is Google AdWords; however, it isn’t limited to this with Bing, and indeed Facebook / Twitter / Pinterest / LinkedIn et al. providing a variation of paid for advertisement methods. However being the largest and most well-known platform we will focus on Google AdWords for the remainder of this article.
The beauty of PPC is that charges to the relevant platform aren’t incurred until a searcher clicks on your advert and visits your website.
It has the ability to direct highly targeted traffic, often referred to as “ready to spend” customers to your website.
Core Benefits Explained
As stated earlier, one of the main benefits of PPC is that you only pay for clicks when your ad is clicked on but of course, that isn’t the only benefit, here’s a few more that you should be aware of:
Almost immediate results
Control over your spend
Being able to show your ads (target) people who are searching for your goods or services is undoubtedly the main reason for anyone embarking on a paid for campaign.
The benefit of being in control and switching on (and indeed) off advertising is also another great example of why PPC makes sense.Combine the above with the ability to set-up a campaign and have your ads showing very quickly (in most cases inside of 24 hours) and you start to understand just why PPC is such a powerful advertising platform.
Who Clicks the Ads?
Sometimes people wonder who clicks on adverts. Especially if they themselves aren’t party to doing so.The reality is that there is a bit of a crossover of consumers that click paid vs organic results. While some people only click on paid ads and some people only click on organic, in the main there is split ratio of somewhere around three out of five people putting their trust in the organic results.
If you are in any doubt then it is worth reminding yourself that Google earns close to 90% of it’s $18 Billion or so earnings from paid advertising methods.
Search vs Display Advertising
Most people are aware that ad’s are shown in Google search at the very top of the page. In
recent times Google has changed the format a little, with a maximum of 4 advertisers shown and any remaining advertisers featuring at the bottom of the page. Previously advertisers enjoyed the benefit of being shown in the right hand area of the the page; however, Google changed this back in Feb 2016.
It should be noted that Google also has display advertising. This powerful area of AdWords allows advertisers to feature on partner websites that are aligned with the interests or demographics of your potential customers. There is even a feature that allows for re-targeting of your previous website visitors. Managed properly you are able to effectively “follow your visitors” around when they use other websites - especially useful if they have visited a purchase page without completing the transaction.
Google’s platform allows its advertisers to fully understand what works and what doesn’t work for them.Campaigns are viewed in real time to allow for immediate action. There are a host of reports that can be run to provide useful insights on any aspect of the campaign.Some users even set up auto reports that are mailed to them directly from Google, such is the power of the reporting suite behind AdWords.
Conversion is the name of the game for any successful AdWords account.Writing strong / relevant adverts will help you to get the best conversion from the search results pages.
Your website’s ability to convert is going to be the next focus. Making it easy for your visitors to enquire / or buy your services has to be high on your list of priorities.Thankfully the reporting that is available in AdWords / Analytics will make it easier to understand what your visitors think about your site.You can also add tracking codes to your adverts to better understand who visited from which ad. Combine this with adding values for particular conversion actions and you have a great way of being able to measure the effectiveness of your campaign.
Return On Investment (ROI)
Ultimately, any advertising should be able to provide a healthy return on investment (ROI).
Sadly, not all advertising is as flexible and measurable as Google Adwords. By targeting warm to hot prospective customers you can ensure that your advert is shown to the right people at the right time.What better way of reaching your prospective audience than when they are searching for exactly the goods and or services that you provide ?.
Wrap-Up - Why PPC Marketing Makes So Much Sense in 2017!
Unlike search engine optimization (SEO), PPC allows for the business owner to get in front of targeted traffic almost instantly, with most campaigns being set-up within a day or two.Newbie websites have little or no chance of making any realistic impact in organic search results until they convince the search engines of their worth. Depending on how competitive the industry is this is likely to take a good few months.
A well structured campaign doesn’t have to cost a fortune, with the business owner driving the advertising spend allocated to Google.Putting it simply, a PPC campaign can deliver highly effective and measurable results.If your business is not looking at PPC in 2017 then you are missing out on a great profit opportunity.