Top 10 Benefits of PPC Advertising for Your Business
- So, What Is PPC Advertising?
- 1. Garner Immediate Results
- 2. Contribute to Higher Overall Website Traffic
- 3. Thrive Even Through Algorithm Changes
- 4. Experience a High Return on Your Investment
- 5. Increase Your Brand Recognition
- 6. Target Customers in Real-Time
- 7. Generate Leads in Neighboring Cities
- 8. Improve Your SEO Strategies with PPC Data
- 9. Get the Top Spot in the Local Pack
- 10. Retargeting
- Final Thoughts on PPC Ad Benefits
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Digital marketing is an enormous umbrella term. It encompasses everything from content production to paid ads, and every tactic has its pros and cons to consider. Your marketing strategy should be broken up into a carefully crafted selection of smaller tactics, both paid and unpaid.
As experts in the realm of digital advertising, our team at Foxxr has learned the ropes of every kind of marketing out there – and we want to help our clients find the best combination of methods for their brands.
Today, we’re specifically talking about the benefits of PPC or pay-per-click advertising. When deployed properly, a PPC campaign can significantly boost online traffic and yield a highly measurable ROI in comparison to many other marketing tactics.
Still, we know many businesses are hesitant to shell out the funds for paid advertising when there are free options out there.
Why should you consider paying for Google Ads? What even is a PPC ad?
We’ll answer these questions and more. Keep reading to learn the ins and outs of PPC advertising, as well as 10 of the top benefits you’ll experience if you use pay-per-click strategies appropriately.
So, What Is PPC Advertising?
You’ve likely seen these ads before during your own Google searches. Think of them as a shortcut to the top of Google search results – one that big and small businesses can pay to take.
PPC ads are simple at first glance. You pay for ad clicks with a valuable space in search engines, right at the top. But it’s more complicated than that.
What keywords will you target? What ad groups are you interested in? What’s the best way to optimize for conversions, not just clicks?
That’s why it’s smart to work with a digital marketing team, rather than just taking shots in the dark. When you pay for ads strategically, you reap the benefits – including the ten listed below.
1. Garner Immediate Results
One of the biggest pros that come with paying for effective marketing? Timeliness.
Unlike free content and organic search strategies, PPC advertising drives results immediately in almost all cases. You’ll reach thousands of people instantly – likely people who are searching for your services or products.
Roughly a third of online consumers use the internet to search for local businesses on a daily basis. That’s a huge pool of potential traffic, especially if your link is prominently displayed at the top of relevant internet search results.
Image Source: Rocket Media
Now, that’s not to say that PPC advertising is the best marketing strategy out there. However, it is an extremely effective short-term tactic. Content and SEO will certainly bring long-term benefits, but if you’re looking for something fast and powerful, PPC ads might be the way to go.
2. Contribute to Higher Overall Website Traffic
PPC advertising doesn’t just garner fast results – it quickly pulls in traffic for your site as a whole. Paid ads do not directly contribute to your ranking, but they do increase the number of overall clicks your website gets.
Over time, this increase in user activity on your site (generated by your paid ads) can contribute to higher organic rankings.
3. Thrive Even Through Algorithm Changes
Image Source: Yoast
Everyone and their cousin is working to rank at Google’s coveted position zero. You craft the perfect content and plugin the best SEO strategies, then monitor for every Google algorithm update that could alter your chances of ranking highly. One big change to an algorithm and your ranking could plummet (or at least suffer).
PPC isn’t as risky. Your success doesn’t depend on Google’s whim and evolutions, or even your on-website optimization. You pay for the clicks and place them in Google’s search results.
4. Experience a High Return on Your Investment
Most brands don’t just purchase PPC ads to build their reputation or beat out the competition (although those two benefits are things to consider). They buy the ads because they want to encourage their target audience to convert into real customers.
In 2020, up to 74 percent of brands reported that PPC was a huge driver for their business, generating revenue and a significant portion of their sales. For many brands, PPC ads are a surefire way to jumpstart some conversions – and they could do the same for you.
5. Increase Your Brand Recognition
We already talked about the importance of brand recognition for your overall revenue success. Remember: you don’t just want people to recognize your brand online. The more you can appear in their search results, alongside competitors they already recognize, the more likely people will be to walk into your physical locations and make offline purchases.
A consistent presentation of a brand can increase revenue by up to 33 percent, according to LucidPress. This doesn’t just mean using your logo in the right place or ensuring your Instagram “aesthetic” is on-point. People want to see your brand consistently talked about and present within relevant niches.
PPC can ensure your brand name at least appears in the right places, contributing to a more consistent, present reputation online to drive sales on our website and in physical stores.
6. Target Customers in Real-Time
The ads don’t show up at the ideal time. You can, however, schedule your campaigns to be delivered during certain hours, locations, and demographics.
Yes, you can monitor results for content marketing and SEO strategies, too. However, you can’t always make adjustments to a blog post, web page copy, or link scheme in a matter of minutes. It takes time for these strategies to evolve – but a PPC campaign can be manipulated almost instantly.
7. Generate Leads in Neighboring Cities
You may have heard people discuss PPC ads in relation to “geo-targeting.” Let’s touch on that, as well as address how paid ads can benefit your location landing pages.
Geo-targeting (also known as local PPC) is the process of specifically targeting one area – likely a city or region. Thanks to the advanced location options included with Google Ads, you can ensure to include (or exclude) certain marketing areas by proximity.
This brings us to discuss your location landing pages. Let’s say you have a page for your business that is specifically about “Plumbing Services in Plano, TX” even though you are based in nearby Dallas.
A PPC campaign will allow you to draw in clicks to that page from people searching immediately in Plano. You aren’t stuck targeting a large swath of a region – you can narrow down your marketing efforts to generate leads in neighboring cities and communities.
8. Improve Your SEO Strategies with PPC Data
With PPC, you can test your keywords before including them in large-scale SEO strategies. It’s often difficult to understand the percentage at which organic keywords convert, but you can use PPC keyword data to influence your organic search marketing tactics.
By monitoring which keywords convert in paid ads, you can better optimize your website’s metadata and headlines with the top keywords. This will help you work toward higher SERP rankings overall.
9. Get the Top Spot in the Local Pack
Searches that included the phrase “near me” grew by roughly 28 percent in 2020 alone. As people proceed through 2021, pandemic regulations may keep many close to home. Coupled with an emphasis on shopping locally, that leads us to believe this number will stay strong or even increase.
Therefore, it’s important to consider the local benefits of PPC advertising. Google Ads can feature your business’s specific locations and ensure you are appearing in those “near me” searches. You can even set up location extensions to show local ads and increase consumer awareness in your area.
Most website visitors don’t take action on a landing page. Across industries, the average conversion rate of Google Ads is 4.40%.
The good news is the 95% of visitors who didn’t convert are not lost causes – not even close.
The ability to retarget these consumers is perhaps the biggest benefit of PPC. In a nutshell, retargeting is the means of remembering visitors who have been to your site – and serving them ads accordingly.
It’s an extremely effective way to re-engage those visitors and encourage them to convert – while increasing brand recall. Google Ads gives you the ability to re-connect with these visitors with ads over a specified timeframe. This could be anything from a few days to a few months.
The beauty of retargeting is the consumers are already familiar with your brand. Generally speaking, people are more inclined to purchase from a brand they’ve seen before. Retargeting allows you to reach these people with well-timed touchpoints.
Additionally, you can create different retargeting campaigns for different advertising goals. For instance, you can build out ads specifically for visitors who abandoned their shopping cart, browsed a certain category, and so on.
Every person who visits your website adds to your sales pipeline. Retargeting gives you a keen ability to maximize this pipeline.
Final Thoughts on PPC Ad Benefits
Pay-per-click advertising is a fast-paced, effective way to boost conversion rates. While it’s not the only marketing strategy that your business should consider using, it certainly has its advantages that shouldn’t be overlooked.
At Foxxr Digital Marketing, we offer PPC ad services and more to a wide variety of businesses. Our goal is to perfect the art of finding your audience and reaching it through highly targeted strategies.
If you’re ready to see what pay-per-click advertising could do for your business, give us a call at (727) 379-2207 or send us a message online. Let’s set up a no-cost consultation to begin your online marketing journey.