6 Reasons Google PPC (Pay-Per-Click) Is Still Necessary

Pay-Per-Click (PPC) advertising offers many unique advantages to businesses seeking an affordable way to compete and spread their message. Customers are only charged for PPC advertising when a prospect clicks on their ad. This arrangement allows managers to control their advertising expenditures by establishing a maximum daily budget that can’t be exceeded.

This form of advertising is very popular for the reasons listed below.

1. Google PPC advertising creates fast results.

Unlike the months it can take to start ranking high on Google using organic traffic, PPC traffic delivers online leads as soon as the ad runs. New companies who need immediate business as soon as they open find PPC traffic can bolster their sales immediately.

Online businesses with no offline source of leads must get business quickly to survive. Google PPC is a perfect first step to get those initial sales and to adjust corporate messaging as needed as an ongoing way to drive sales leads up.

2. PPC response is easy to track and offers critical data that can be analyzed to improve results early in the campaign.

By using the Google Ads tool and Google Analytics data together, managers obtain feedback related to clicks, impressions and conversions. ROI figures provide usable information that clearly indicates the benefits derived for the money spent.

PPC is the one way a business can become visible on Google and Bing search engines without wasting a lot of valuable time and money on driving organic traffic to the corporate site or landing page to generate those first sales. Paid advertisement allows managers to jump ahead without having to jump through the typical hoops of social media marketing, content generation and establishing internal links which can take months to finally generate results. Additionally, Google Analytics provides the valuable information necessary to correct any messaging problems before too much money is lost.

3. Companies have financial and managerial control and flexibility over the PPC campaign process.

Marketers can start small with a limited budget and test the waters before pledging significant cash to any single campaign. Since managers can choose the keywords and bids they want to make, they are in the driver’s seat and can limit losses while learning as they go.

When the business starts getting satisfactory results, then they can choose to allocate more money for PPC advertising. Conversely, if results are poor, then they can momentarily pause efforts until they decide what the problem is and make necessary adjustments. The ability to go all in when PPC results are good and to stop when the ads are underperforming provides managers with much-needed control over their budget and the overall success of their campaign.

4. PPC advertising offers an easy method for testing language subtleties and messaging nuances specific to different countries.

The global economy has opened up the world as a promising and almost unlimited marketplace. While the potential for business is mind boggling via the Internet, different versions of the same message must be tested extensively. Translations into different languages can be awkward and underperform if not tested.

PPC allows for the extensive testing necessary for an affordable cost so that foreign markets can be targeted with meaningful messages that work. The one-size-fits-all promotion campaigns common in the past don’t work for today’s diverse marketplace. That’s why target marketing is so important and PPC campaigns are so helpful.

When testing an ad, there are many variables that can be tweaked to change results. Sometimes the headline is off. Other times the body copy is underperforming. Inconsistent messaging on a landing page or a poorly worded description line are two more problems that often explain disappointing results.

5. PPC is compatible with other promotion channels.

PPC works hand-in-hand with SEO marketing. As companies make every effort to position themselves as a thought leader, Google Ads play an important role in driving traffic to the company’s content faster and for less money, ultimately improving ROI figures. The same prospective customers who are seeking information that can be found in corporate content are likely to click on strategically placed PPC ads that can direct them to the corporate landing page or website to read more.

PPC data provides insight for the development of SEO efforts. The data relative to clicks, impressions and conversions can inform decisions about SEO content that works and which keywords to use to reach different market segments.

6. PPC is affordable since you are only charged for measurable results.

In other forms of advertisements, companies are charged regardless of whether the advertisment is read or not. The good news about PPC advertising is that you are not charged unless the ad works and a prospect clicks on it. This gives managers the opportunity to learn as they go on a campaign without paying a stiff price for their mistakes.

Considering that trial and error is a big part of learning how to tailor the most effective corporate message for conversion purposes, PPC offers an affordable way to accomplish that goal.

Summary

PPC advertising remains a popular and affordable tool for promoting a business online. The many benefits derived from this form of promotion are certain to continue to impress successful business owners and managers who are paying close attention to the bottom line.