In 2017, Google’s advertising revenue was over $95 billion.
The reason that companies are willing to spend so much money to advertise online is that advertising online works. No one would pay to advertise if they weren’t getting a good return on their investment.
In particular, pay per click advertising is a great way to reach new audiences and help to grow your business. But what exactly is pay per click advertising, and what are the key benefits?
Read on as we take a look at some of the key advantages of advertising online with pay per click.
What Is Pay Per Click Advertising?
Pay per click advertising is exactly what it sounds like. Advertisers pay a fee each time one of their ads is clicked.
One of the most popular forms of PPC is advertising on search engines. Those promoted links that you see at the top of your search results are most likely PPC ads. Every time someone clicks on one of those links, they pay a fee to the search engine.
Rather than paying for your ad to appear as with traditional advertising, you are only paying for when people interact with your ad, which will take them to your site. This gives PPC a number of advantages over traditional advertising.
The most obvious advantage of PPC is that you can measure its impact.
With traditional advertising, you can never tell whether new visits from your site are organic or the result of your advertising spend. But with PPC you can easily compare the number of clicks you are getting to your sales and see how successful your campaign is.
You will also be able to see the number of impressions that your advertisement got. This is how many times the ad appeared, regardless of whether it was clicked or not. It can help you to determine how effective your ad is at garnering clicks.
The powerful data that you can gather from PPC campaigns make it easy to see what is working and why.
SEO can be very effective at growing your business, but it takes time to really show results.
PPC advertising has no such slow burn. Once you’re up and running, your ad is out there for the world to see, and your site can be getting visits from the moment your ad goes live. If you’re looking to see an immediate impact on your sales, then PPC advertising can make it happen.
With over 1.2 trillion searches per year worldwide, you can immediately put your business in front of a huge audience.
Easy to Target
With other forms of advertising, you have no control over who sees your ads. Which means that you may not be hitting your target market.
With PPC, you can tailor your approach to the exact demographic that you want. You can target by keyword, or location, or at a specific time, or on a specific date. You can make sure that the right people see your ad at the right time, giving you a much better chance of turning clicks into sales.
And by targetting for the correct keywords, you can be sure that your ads are being seen by people who are seeking exactly what you are offering.
Unaffected by Google Updates
SEO is a powerful way to boost the visibility of your business, but it is dependent on the algorithms that power the search engines.
As these algorithms are constantly being tinkered with, what is a killer SEO technique today may not work at all tomorrow. Having to keep on top of the algorithm changes is a challenge everyone faces with SEO.
But pay per click success isn’t dependent on search engine algorithms. Regardless of how the search engines decide to rank pages from one day to the next, your paid ads will always appear right where you want them.
Works Well with SEO
Some people think that you should either focus on PPC or instead put your energy into a strong SEO campaign, but it doesn’t have to be one or the other.
SEO and PPC can work together side-by-side to make your marketing even more effective. PPC data will give you feedback on the keywords that are working for you, and help you know where to focus your SEO efforts. And it can also work the other way, with organic traffic from your SEO helping to influence your choice of keywords to target with your PPC.
Builds Brand Recognition
The more people see your brand name, the more recognizable it becomes.
And the more impressions your PPC campaign is getting, the more people are seeing your brand name. By making use of remarketing, you can increase brand recognition even more.
Remarketing is a phenomenon you will probably have experienced yourself, where ads from a site you have visited previously appear on other web pages as you browse. This is a great way to put your brand in front of the right people.
Easy to Budget
The beauty of PPC is that you only pay when your links are clicked.
This means that you don’t have to pay a huge outlay upfront as you do with other advertising methods. And you can easily control your spending by setting limits for your campaign. Once you reach those limits, your ads will stop displaying and you won’t be charged further.
With every click being one step closer to a sale, you should find that your PPC budget is more than covered by the increase in sales that you make, giving you a great return on investment.
How to Make the Most of the Advantages of Advertising
As we have seen, pay per click has a whole range of advantages for you and your business.
But there’s no point driving business to your website if your website isn’t up to scratch. To make the most of the advantages of advertising, you need a website with great design. Our site is packed full of great articles to help you take your web design to the next level.
Take a look around and discover more great tips to help your business grow.