Are you thinking about investing in PPC marketing to grow your business?
There’s an ongoing debate whether or not PPC still makes sense for businesses. There shouldn’t be; PPC can be a powerful marketing tool.
It just depends on whether this type of marketing works for your business.
Keep reading to learn more about PPC and the pros and cons of investing in it.
What is PPC Marketing?
PPC stands for pay per click, meaning you only pay when someone clicks on your ad.
PPC is known by several different names. You may have heard of SEM a.k.a search engine marketing. You may have also heard of AdWords or CPC (cost per click).
They all refer to the same thing: paying for ads that appear at the top of search engine results page.
AdWords refers to advertising specifically on Google’s search platform. There’s also Bing Ads and Yahoo! Search Ads, too.
You can also buy PPC ads on social network sites like Facebook. With these ads, you have the choice to pay by how many views your ad gets, or by the number of clicks. It’s not pure PPC like you have with search engines.
Sometimes PPC is confused with SEO–search engine optimization. With SEO, you don’t pay to appear at the top of search listings. Instead, you work the search engine’s algorithms to rank organically based on your content.
Advantages of PPC Marketing
Choosing PPC advertising has many advantages. PPC allows you to start your marketing and see instant results.
With PPC advertising, you have complete control over your budget. You dictate the keywords you want to advertise under and how much you’ll spend per keyword.
You can choose to start small, and if your campaign is successful, you can scale up easily by increasing your ad spend.
If your ad isn’t getting results, then you can pause the ad, tweak it, and let the ad run again. It’s not like print advertising where you’re stuck with the ad that’s running.
Easy to Measure
A PPC campaign run through AdWords can be integrated with Google Analytics. That way, you can track virtually everything about your campaign.
You can see the number of views of the ad, the click-through rate, and the conversion rate. With this information, you can gauge your ROI and make changes to improve your ad if you need to.
Other forms of advertising don’t have this level of reporting. For instance, with print ads or billboards, you don’t have a sense of whether something is working or not and you can’t measure with data.
As with any form of advertising, you want to make sure you get a return on investment. Statistics show that it’s possible to see a high ROI.
With AdWords, the average conversion rate is 2.7%. Compare that to the .89% conversion rate that display ads see.
Another reason to consider PPC marketing is that more searches occur on mobile devices. In fact, mobile search is the top driver of phone calls to businesses.
Regardless of what industry you’re in, you should consider investing in PPC advertising. Businesses earn on average $2 for every dollar spent on AdWords.
Disadvantages of PPC
While PPC marketing has plenty of advantages, no pro comes without a con.
PPC advertising can be complex. It’s not as simple as creating an ad and driving traffic to a landing page.
Your ad isn’t guaranteed to appear in the top three ads. Google uses a Quality Score in addition to your bid to determine where your ad appears, and how much you’ll pay per click.
That’s right, you can set a budget and get fewer clicks because your quality score is too low.
Your quality score is based on relevance to the keyword used for your ads. It’s on a scale from 1-10, with 10 being the best score.
The factors that determine your quality score are click-through rate, ad text relevance, landing page relevance, and the performance of your previous AdWords campaigns.
PPC Can Be Costly
PPC can also be expensive if you don’t know what you’re doing. With some keywords, the competition is so stiff, it’s difficult to break through the top ads if your bid is too low.
It’s possible to bid low and scale up once the ads show positive results. Be aware that this strategy only works for keywords that have low competition.
The best way to overcome these disadvantages is to work with a team of PPC marketing experts. They’ll take the guesswork out of PPC for you. They’re more likely to bring in a higher ROI too.
If you don’t know where to find a team of PPC experts, start with The Web Ally. Learn more and take their free website analysis.
PPC vs. SEO
Many business owners talk about PPC and SEO as potential marketing methods.
SEO takes a while to build up organic traffic. PPC allows you to see instant results if your campaign is set up well.
SEO is great to use over the long term. You still have to keep up with Google’s algorithm changes, and it will still work if you stop building your content after a while.
With PPC, once you turn off the ad and stop paying, you will no longer get traffic.
Both can be used to build up trust and credibility in your brand.
Which one should you invest in? It depends on your situation. Do you have a large advertising budget and need leads right now? If so, then you’ll want to consider PPC.
Are you willing to put in the work and be patient while you’re building up traffic? If so, then you can consider SEO.
The Ideal Marketing Solution
PPC marketing can jump-start your business as soon as you set your campaign up.
It can generate almost instant results. If you combine it with the slow-build approach required for SEO, you can build credibility and trust with online consumers and get results quickly.
If you have questions about PPC, SEO, and marketing your business, visit the Crazy Leaf Design blog today.