Pay-per-click or PPC advertising may not be as popular as other digital marketing practices like SEO, social media marketing, and others, but that doesn’t mean businesses should immediately turn a blind eye to it. In fact, PPC can be a lucrative venture for businesses of all sizes, provided that they know how to handle their campaigns properly.
Before you dive deeper into best PPC practices, it’s important to understand the benefits of using this marketing channel. Hopefully, this list of PPC benefits will encourage more websites, businesses, and entrepreneurs to try out this dynamic and effective form of marketing.
It’s Accessible Even To Newcomers
Unlike other digital marketing practices, PPC is newbie-friendly. Even if the marketer doesn’t have a deep knowledge of PPC marketing, she can still launch an effective campaign. All she needs to do is get familiar with SEO optimization and a little bit of knowledge on how to seamlessly integrate keywords into content. Of course, it will also be more effective if marketers already know the audience they want to target.
A lot of companies partner PPC campaigns with their SEO strategies. As PPC ads center around the right target words, marketers will have to consider their SEO performance as well. This will allow their PPC campaigns to enter smoothly into their respective content. With that in mind, PPC is essentially the pathway to better views and conversions as well since that’s what SEO brings to the table.
By finding the balance between SEO and PPC, marketers will be able to create the perfect campaigns that provide great results in terms of profit and conversions. Aside from SEO, PPC also works well with other marketing campaigns, which brings us to the next point.
PPC Is A Team Player
Companies don’t have to work too hard to create a PPC marketing campaign. In fact, they can slip it through other digital marketing practices without a hitch. For instance, companies using email marketing can readily add a touch of PPC by introducing links within the email’s body. This makes PPC one of the more efficient platforms for digital marketing too.
PPC Is A Measurable Platform
What’s great about PPC as a form of a marketing campaign is that it is easy to measure and track its progress. This alone is followed by several other benefits, most important of which is that it allows companies to easily alter marketing strategies based on the preliminary results of the campaign.
Of course, this also allows companies to see whether they are on track to reach their campaign goals. In essence, PPC marketing campaigns are adaptive plans that show results immediately. Using platforms like Google Analytics and AdWords, for example, users will be able to get a deeper view of their campaign progress.
People Are Now More Receptive Of Ads
When internet ads started to flourish online, people weren’t too keen on them. The internet was an outlet of commercial-free content which users liked as it was an escape from the marketing hodgepodge that is TV. However, in time, people became more receptive to ads, and they now even allow them to influence their decisions online.
Online video ads are particularly appreciated. Platforms like Facebook now have short ads in between long videos. This basically means that PPC ads now have better chances of being noticed as people don’t mind them too much. If it interests them, they will even follow the link immediately.
Mitigate Risks of PPC Campaigns
These are just some of the benefits of a PPC marketing campaign. Though easy, launching a PPC marketing campaign still has its risks. We’ve also got a few tips on how marketers can lessen these risks and make their campaigns more efficient and effective.
- Start With Audience Targeting – PPC campaigns are more effective when the ads are reaching the right audience. As such, it’s important for marketers to begin campaigns by first understanding who they really want to target.
- Explore Other Platforms – Google Ads is still the top platform for PPC marketing, but that doesn’t mean marketers should stick with it. Exploring other platforms like Bing Ads and Facebook Ads will help companies discover the right outlet for their ads and content.
- Make SEO a Priority – PPC ads will work well even without guidance. Once the ads are set, marketers can let them do the rest of the work. As such, it’s important for marketers to prioritize SEO first. This will increase the visibility of their ads while also increasing ranking on SERPs.
- Don’t Force the Ads – One of the biggest mistakes a PPC marketer could make is to force ads on the users. Doing so increases the risk of the ads being ignored by the target audience as it could be something that’s outside their interest. Essentially, marketers should focus more on the quality and keywords of the ads than their quantity.
PPC marketing remains to be one of the top digital marketing practices for a reason. It can easily propel sales and conversion rates of companies. For those that are still on the fence about whether or not these campaigns are right for them, we’ve found a solid list of PPC stats that every marketer should consider.