Five Ways PPC Can Grow Your Business
Nowadays, there are many ways to grow your business online. A strong SEO, digital marketing and social media strategy can significantly enhance your business website, attract new customers and increase your conversions. However, these marketing strategies are now run-of-the-mill for most businesses. To stand out from the crowd, your marketing strategy should include all of these approaches alongside a solid PPC campaign.
Check out our previous blog post on how to create SEO-friendly content to drive your business.
In this blog post, we discuss why PPC is so important for businesses today and how PPC can help your business grow and thrive in the marketplace.
What is PPC?
PPC stands for pay-per-click and is a relatively new player in the digital marketing field. Unlike traditional advertising, whereby advertisers are charged to display an advert, PPC advertisers are only charged once a user clicks on their advert. PPC adverts are used to drive traffic to websites through placement on social media platforms or following an organic search for related content. Popular PPC platforms include GoogleAds, Microsoft Advertising, and popular social media platforms such as Facebook and LinkedIn.
PPC search adverts typically look like:
Social PPC typically looks like:
How to setup a PPC campaign
A strong PPC campaign is easy to create once you have the right knowledge and resources. Before you begin, you should decide exactly what you want to achieve from PPC marketing and ensure that this goal is made explicit throughout. For instance, if you’re trying to gain subscribers for your email newsletter, all of your online adverts should lead users directly to this outcome.
Deciding where to publish your PPC campaign is also important. PPC campaigns can run on search engines such as Google and Yahoo, or can be placed on various social media platforms. Social PPC is great as part of a wider marketing campaign as content is less guided by user’s search preferences. On the other hand, search PPC is great in attracting users that are searching for a specific business offering.
Put yourself in your customer’s shoes and decide exactly what your PPC campaign should address and on what channels it will gain most traction.
PPC vs SEO?
People are usually interested in understanding the differences between SEO and PPC, but actually the two should work together. Close collaboration between PPC and SEO is critical to the success of PPC marketing. This is because SEO impacts the visibility and ranking of PPC adverts, whilst links in PPC adverts work to increase website traffic. Utilising the two together can work to increase your search engine presence dramatically.
So, you're familiar with the basics but how can PPC benefit your business?
How can PPC help your business?
1. PPC gives you full control
Compared to traditional advertising, which hands full control over to media outlets, PPC marketing gives you maximum control over your advertising campaigns. With PPC marketing you can control the overall cost of your campaigns; you decide exactly how long your campaign should run for and whether it should be scaled up or down according to performance. If for some reason you need to pause your campaign – you can! You will only pay for each time a user clicks on your advert. PPC marketing provides your business with the ultimate budget and time flexibility.
2. PPC campaigns are easy to measure and track
One of the main benefits of PPC advertising is that the results are easily measurable. The performance of your PPC campaigns remain transparent at all stages of the process, saving your business time and money. Once a user clicks on your PPC advert, you can find out exactly how much you spent in order for them to get there. You can also measure the click through rate (CTR) of your PPC campaigns against the number of impressions to know exactly when to try different advert variations or targeting, or when to up-scale your campaigns.
3. PPC allows for specific audience targeting
PPC adverts can generate a great deal of targeted traffic. This is because PPC allows you to focus on reaching users that fall within your desired customer base. Your PPC adverts can be optimised through placement targeting which allows advertisers to target a specific sub-set within a website or social media platform. You can also target specific keywords that you think will reach your audience most effectively.
Moreover, PPC platforms such as GoogleAds allow advertisers to target by audience type. For instance, you may decide to target in-market audiences to reach those customers actively browsing for products or services of a similar nature. What’s more, you may decide to target by location, distributing your PPC spend according to high and low performing business locations.
4. PPC provides quick return on investment
Whilst it takes a while to see results when pushing for organic reach, PPC adverts generate a quick return on investment. Adverts reach your intended audience as soon as they go live and the results are instant. This is not to say that PPC provides maximum profit return for minimum effort. PPC marketing can be setup quickly, but still requires sufficient preparation and planning to be effective.
5. PPC provides you with a wealth of customer data
Data obtained from PPC advertising is highly versatile and can be used to inform various other marketing efforts. SEO and content strategies can benefit from PPC keyword performance metrics. For example, if your PPC marketing is performing highly in relation to a specific keyword, it may be a good idea to include this keyword in your website content to get more SEO traffic. In other words, investing in PPC provides you with an abundance of customer data for your business to take advantage of.
How can we help you with PPC management?
Novicell is a digital agency based in London with over 20 years experience within PPC marketing, online advertising and PPC management. We are a certified Google Ads Partner and have helped major companies with their PPC setup and management. Here at Novicell, we can help you to develop an effective PPC strategy that is data-driven and completely transparent.