Is your business comfortable missing out on 85% of customers who use the internet to look for local businesses to serve their needs?
Customer behaviour has changed with the internet being the first place where a majority of people head to start their purchase journey. In light of this, you can’t afford not positioning your firm to capture these customers. Pay-per-click (PPC) advertising can help you tap into search engine traffic to attract more leads.
If you’re wondering, “What does PPC stand for?” then here's a guide to help you understand what PPC is and how it can benefit your business.
What Does PPC Stand For?
Pay-per-click is a kind of digital advertising channel where you only pay for the ads that a user clicks on.
With PPC, you don't angle for placement or impressions to determine payment (although the amount you bid may impact your placement a bit).
PPC helps bolster your other search engine optimization (SEO) tricks to grow your visibility. That’s because one of the most common PPC ads you will come across are those that appear on search engine result pages (SERPs).
How PPC Ads Work
When you want to deploy ads to appear alongside SERPs, you merely can't pay more than the next guy for the privilege.
An Ad Auction is the automated system in place to assess the degree to which each ad is relevant and valid to the search query.
Since these auctions rely on bidding, you and other advertisers will compete for keywords you want to trigger your ad.
Let’s take an example of kitchen equipment.
When a user wants to buy a blender, for example, they will type in the term ‘kitchen blender’ into the search bar. Their mission is to look for some blenders they can consider buying.
The moment the user hits the search button, the search engine will run the algorithms that bring up relevant SERPs. At this same stage, the algorithm will contribute to the Ad Auction to determine which ads will display alongside the results.
As such, your PPC ads increase your traffic by displaying your offering for users to look at. In the above example, an advertisement for your kitchen blender will show up alongside the results to attract potential buyers.
Remember it’s PPC – you pay for every customer click on your ad. Therefore, you must bid on only the keywords that are critical to your business and which offer the highest return on investment (ROI).
Why PPC Is Critical for Your Business
PPC can indeed help you bump your visibility to more leads. But in what specific ways can this form of digital advertising empower you to boost your business?
1. Fast Results
SEO is a long-term game, and if you’re looking for near term results, then PPC can be a better fit. By setting up an AdWords account, you can have a campaign running in minutes with results that follow in short order.
PPC is typically used as a complement for long-range SEO and other organic traffic tactics. You can serve here and now via PPC while still leveraging long term organic traffic strategies.
2. Easy to Track Metrics
What gets measured gets done and that rings especially true when it comes to advertising campaigns.
PPC ads help you demystify digital advertising as all your data is within reach. It also makes interpretation your information easy thanks to a bevvy of tools.
The Google Ads tool, in conjunction with Google Analytics, gives you deep insight into your campaign’s performance. That includes both high-level data like impressions, clicks and conversions plus more in-depth insight into your audience's behaviour.
Consequently, you can design a PPC campaign and track how its performance from the moment users arrive at your landing page through to conversion.
3. Direct Contribution to Your Business Strategy
Perhaps one of the most salient efforts of PPC advertising to businesses is that it has a direct impact on strategies in play.
Through PPC, you can accomplish a myriad of goals. For example, you can develop and track high-level digital advertising metrics to drive your business. Using PPC, you can also decide to go as granular as assessing a hot lead submission or a sale.
With PPC, you can significantly boost your efforts in nurturing the middle of your sales funnel. For example, you can leverage content marketing to offer content downloads that feature advertising messaging, collect newsletter signups or even push for app downloads.
With the visibility you get into the entire journey from landing page to conversion, you can tweak your approach along with different segments of the journey.
That degree of agility combined with granular tracking makes for a powerful advertising tool in executing your strategy.
An additional benefit of the high level of control PPC gives you in your advertising campaign is that you can be flexible.
As you track your metrics, you can decide how you want to shape the outreach.
Are you noticing a spike due to the new copy you deployed? You can immediately scale up your campaign to strike while the iron is hot.
But what about when the numbers aren’t as encouraging? You can also quickly scale down your campaign to make it more cost-efficient.
PPC advertising also helps you make changes amid an active campaign to improve its efficiency.
If you deploy an ad and find that you can improve the copy, you won’t have to recall the entire campaign. All you need to do is make the edits to your copy, and the campaign continues running.
Such flexibility is critical when real-time events impact the product or service you’re pushing.
For example, in this COVID-19 crisis market, a medical face mask manufacturer can deploy a PPC campaign that speaks specifically to the current events and how their products can help.
All such a business will require is to edit already existing advertising copy without having to commission a new copy.
Are You Ready for More Leads Using PPC?
Digital advertising can be mystifying, and any tool that helps you makes sense of it is priceless. PPC is one such tool that gives you high visibility into how your campaign is performing to ensure you don't waste your ad budget. Before you deploy a campaign, ask yourself, “What does PPC stand for?” to gain deep insight into its strongpoints and figure how you can leverage them to grow your business.
Jumpworks is your highly experienced online marketing and engagement partner. Talk to us today for expert guidance in cost-effective and high performing digital advertising strategies.