Pay per click advertising. The very name is a turnoff for so many people since it dictates that you’ll be spending a bit of money. But the truth is, it’s one of the most cost-effective marketing techniques we’ve ever used.
What is Pay Per Click Advertising?
If you’re not entirely sold on the idea of pay per click advertising (also known as PPC), you may not have a clear definition of what it is. Allow us to clarify.
PPC ads appear as listings in search engines like Google or Bing. The difference between them and organic listings, is that PPC ads appear higher on the page.
Advertisers spend money on these high-priority positions on search engine results pages, and are charged per click. Hence the name.
4 Reasons PPC Click is a Worthwhile Investment
Front Page Exposure
When you look for something on your search engine of choice, how often do you navigate past the first (maybe the second if you’re REALLY desperate) page? We’re willing to wager it’s very rare.
Your potential customers are the same as you in that regard. They don’t delve into the depths of Google to find the answers they’re looking for. They pick one of the top results, because people nowadays want information on demand.
And we’re not just saying that. Countless studies have yielded similar results: ads within the top five listings on search engine results pages receive drastically more traffic and garner higher click-through rates than the rest.
When your brand is among the first results on a search engine page, its visibility increases considerably.
Targeted Keywords
PPC ads are triggered when people type certain keywords into search engines. For example, if you own a restaurant and bid on the keyword “Long Island Italian food,” your ad will be activated when someone looks for that term.
By using the right analytics tools, it’s possible to discover which keywords your potential customers are searching for and target them. This ensures your ad will only be displayed to people who may take an interest in your business.
Instant Results
Organic search traffic is important to your marketing efforts, but building SEO authority is a long process that doesn’t happen overnight.
With PPC, you’ll have more visitors on your website before you know it. It’s a great way to keep the website traffic flowing as you work to achieve your long-term SEO goals.
Easily Scalable
The budget of PPC ads can be easily adjusted, and you can set a cap on your daily expenditure.
This makes it simple for you to find out exactly how much money you must bid on keywords until you hit the point of saturation, where additional spend doesn’t result in more clicks. Conversely, if your marketing budget is a little tight, you can decrease your bid accordingly.
The takeaway from all of this is that your business, no matter its size or industry, can see some serious growth by using pay per click advertising. And, once you’ve got the hang of it, there are some tricks you can use to spend less on PPC to maximize your ROI.
