The Importance Of Pay Per Click Marketing

As more smart businesses have embraced digital marketing, Pay Per Click (PPC) advertising has risen to the top as one of the most efficient forms of advertising, hands down.By using PPC in your business you can effectively target the perfect prospect for your marketing message, put tight controls on your advertising budget, and gain a much higher ROI over traditional advertising.

Pay Per Click advertising has leveled the playing field and has allowed small businesses to compete, and beat, the large global corporations.

What Is PPC Anyway?
Pay Per Click is an advertising platform that allows any business to pay a search engine to run ads for their business and then only pay for the number of clicks that take place.

For example, let’s say you sell running shoes for women. You enter into an agreement with one of the search engines (or social media platforms) to run ads for your company when someone types in “running shoes for women.” Your ad will then appear at the top of the search results.

But you only pay when someone clicks on your ad and gets sent to your website. This is an excellent way for you to control your advertising budget and get qualified traffic.

Here are the reasons why you should embrace Pay Per Click adverting in your business.

1- Budget Control
Any savvy business owner can tell you that it is easy for an advertising budget to get out of hand very quickly. But by using PPC as a part of your overall marketing strategy you can put tight controls on your ad spend.

Every PPC platform will allow you to place daily limits on how much you spend. It could be as little as $5 per day. Now, it is important to realize that you probably will not get spectacular results with this level of ad spend, but you will get some results.

Once you figure out how much a customer is worth to you, their lifetime value (LTV), you can then determine how much you can spend to acquire that customer and still make a profit. That number will factor into how much you are willing to spend per day to acquire that customer.

2- Targeted Audience
One of the greatest features of Pay Per Click advertising is the ability to fine-tune your target market. You can go way beyond the traditional demographics of age, occupation, and income. You can target people who have watched a certain YouTube video or liked a competitor’s Facebook page.

You can display your ad in front of people you have visited your website or liked one of your social media profiles. You can niche down to a target market that will be the most receptive to your message and have a conversion rate that is unmatched by other forms of advertising.

3- Consistent Traffic
PPC advertising is the best way to get consistent traffic to your site. As long as you can pay the search engines or social media platforms you will get traffic. And it will be immediate.

It takes roughly an hour to set up a PPC ad campaign and you can go live right away. And you can have more than one PPC campaign running at the same time. By targeting different keywords and different target markets you will have a steady flow of qualified traffic.

Increased sales are the lifeblood of any business. If your revenues are not growing year over year your business will fail. The only way to get more sales is to get more traffic. With PPC you can generate as much traffic as your budget will allow.

4- Fast Results
Other more traditional forms of advertising (display, radio, billboard) take time to see any results. If they get any results at all. With Pay Per Click advertising you will see results right away.

You will also be able to tell if your ad is a winner or not. You can easily track conversions and see if it makes sense to keep that ad going. It is advisable to do A/B testing until you find an ad that delivers the best results.

Because the results happen so quickly you can make changes before you spend too much money on an underperforming ad. As you move your advertising dollars away from poor performing ads and into the winners you will be saving lots of time and preserving your budget simultaneously.

5- High ROI
The ultimate goal of any advertising campaign is to earn money for the company. This return on investment (ROI) is the most important number. If your ad campaign does not bring in sales and revenue than you have wasted your time and lost money.

This is not where you want to be.

When using PPC ads you can tweak different factors to ensure your ROI is as high as it can be. One of the easiest is time. Specifically, what time your ads appear. Every industry has peak hours when there customers and prospects are online.

Armed with this one bit of information you can set it so that your ads run at the most optimal time. You can adjust this any time you want. This makes it easy to take advantage of a change in demand during holiday times or summer vacations.

That one factor alone can make a difference in the ROI from any ad campaign. And it is just one factor. You can make changes to many others. Each ad platform will have different settings you can change so it is advisable to learn as much about each platform before you take the plunge.

By now you can see how advantageous PPC advertising can be for your business. When you implement this strategy you will be able to identify your target market and get your message in front of them at just the right time.

You will also be able to start and stop ad campaigns at any time. This will give your advertising strategy increased flexibility and more efficiency. If you feel that this is too much for you or your staff to handle, there are a number of digital advertising agencies that specialize in PPC advertising you can turn to.

Whether you do it yourself or hire an agency, PPC advertising should be an integral part of your marketing strategy. Contact our Orlando Florida office to find out how we can help manage your marketing strategy. We have clients across the country in a number of verticals and can craft a strategy specifically built for your company today.