While marketing trends come and go, Pay Per Click (PPC) is still an essential plank of marketing that delivers real results.
Social media marketing and SEO are vitally important to any modern online business, but PPC shouldn’t go overlooked when it comes to effective ways to build traffic and, ultimately, conversions in a shorter timeframe.
The reason some businesses baulk at PPC advertising is because they think it’s more expensive than other forms of lead and traffic generation. And while the costs might seem higher than your other marketing strategies, the results make for a robust return on investment.
- Quick, Tangible Results
Many forms of online marketing can become frustrating because it seems like they take a long time to translate into real results. While SEO and social media marketing are invaluable marketing tools, they require a great deal of legwork and tweaking to deliver the best results.
PPC, on the other hand, allows you to see the rewards of your efforts almost immediately. By developing the right roster of keywords and ad copy and working with an experienced PPC agency, you can generate motivated leads in greater numbers –all in a short space of time.
By using a targeted, well-developed PPC approach, you can benefit from a condensed, highly valuable inflow of interested visitors who are more likely to move along the conversion funnel and become customers. This data also helps to inform other marketing efforts, such as SEO, making it doubly valuable.
- You Can Track the Results
There’s nothing worse than developing a marketing campaign, launching and then wondering why clicks and conversions aren’t forthcoming.
PPC advertising doesn’t suffer from this flaw and it’s easy to access a raft of analytics and data about the performance of your ads. For example, you can use Google Ads reports to gain insight into things like click volumes, impressions, click through rates, costs and conversions at a glance.
This is important because, like any marketing campaign, you need information on which ads are performing and which aren’t. From there, you can tweak and change things to find the best results and, perhaps best of all; you can use the insight to strengthen your future PPC campaigns. You can always hand off the responsibility to an experienced PPC agency if you’re finding it hard to dedicate the time to making PPC perform, which means you benefit from their expertise, and increased traffic and conversions at the same time.
- Appeal to the Right Audience
One of the most important facets of any marketing campaign – PPC or otherwise – is knowing the audience you want to capture. Many businesses take a scattergun approach, figuring that a slice of multiple audiences is the best way to go. But this isn’t the case. Defining and appealing to the right audience is key to not only making immediate conversions but also to building a bond between you and your audience. If you don’t have a defined market you want to target, there’s no way to achieve this bond.
PPC campaigns enable you to reach out to an audience based on many factors, such as their location or language. What this means is that ads engage and inspire your targeted audience to make the journey towards conversion.
- Product Testing
A new product is always an exciting time for a business, especially if it’s something you feel could change things dramatically. But how can you know how well a product will actually perform when it’s out in the marketplace? With a limited PPC campaign, that’s how.
Because PPC ads offer such quick feedback, they provide a great way to find out how much of an appetite there is for the product you’re providing. A low-scale PPC campaign, perhaps running a few versions of an ad, can give you real, compelling insight into the best marketing approach and overall appetite for a specific product.
For a small initial outlay, you can see real, almost immediate feedback on your advertising approach. If it doesn’t yield results, then you know what doesn’t work and what to avoid in the future. If the PPC effort is a success, you know you’re on the right path. It’s the kind of marketing insight most businesses crave, and it’s all yours via a well-run PPC campaign.