7 Powerful Benefits Of PPC Advertising
PPC advertising has become a crucial digital marketing strategy in recent years. It can help you reach your target audience more effectively, generate leads, increase brand awareness, and maximize your return on ad spend (ROAS).
It is benefits like these that this blog post aims to explore. Ultimately, you will know if PPC advertising is what your business needs and how to use it to achieve your marketing objectives.
What Is PPC Advertising?
PPC advertising, or pay-per-click advertising, is a form of advertising where businesses pay every time someone clicks on one of their ads online. The idea is that you only pay for actual clicks rather than just for the ad to be displayed, allowing you to save on your advertising budget and improve your marketing efforts.
To illustrate, take the example below for the search query “podcast software equipment”. When someone searches for this, they will see sponsored ads and a section of paid listings from businesses that want to promote their podcast software through PPC advertising.
But how does PPC advertising work?
First, you bid on specific keywords or phrases relevant to your business. When people search for these keywords, your ads will be displayed at the top or bottom of the search engine results page.
The more you bid and the better your ad’s relevance and quality score, the more chances for your ad to be displayed in the top position.
The most popular PPC advertising platforms include Microsoft Advertising, Facebook Ads, and Google Ads. However, Google AdWords is easily one of the most popular platforms, given the high volume of searches and display options Google has.
There are 3 primary types of PPC ads:
- Search Networks
- Display Networks
Each type of ad has its unique features and benefits, and the PPC rates will differ based on factors like bid, ad quality, competition, and targeting options. This also includes the quality of copy and landing page. So focus on creating engagement-worthy content for your website or landing page
Now that we’ve got a good grasp of the basics of PPC advertising, let’s explore some major benefits it can provide for your business.
7 Powerful Reasons Why PPC Advertising Is A Smart Choice For Your Business
We’ve put together the 7 key advantages of PPC advertising that showcase its importance and why businesses cannot overlook it.
1. Provides Quick Results
Unlike other marketing methods that can take a while to generate results, PPC’s advertising strategy is designed to be fast.
When you launch a PPC campaign, you can see your ads up and running on search results or social media within a few hours and, in turn, start getting clicks, website traffic, and potential leads almost immediately.
2. Targets The Right Audiences
PPC advertising ensures that your ads reach people who are actually interested in your products or services. It allows you to target certain audiences based on gender, location, interests, etc. For instance, if your brand sells fitness equipment, PPC advertising will target people interested in health and fitness.
With PPC advertising, you can create ads around specific search keywords or phrases so that your ads are seen by people who are most likely to take action, whether that is making a purchase, filling out a form, or downloading an app.
For example, consider “WriterAlpha,” a new lifestyle and fashion blog that is looking for talented writers to contribute to its platform. To achieve this objective, WriterAlpha can use PPC advertising to target writers who have an interest in fashion and lifestyle topics.
Here’s an example of how we can create a PPC ad campaign and select relevant keywords for them on Google Ads:
In this campaign, we’ve selected a handful of key phrases people are searching for related to “fashion writing opportunities “and “lifestyle blogging”. Ultimately, the brand’s ads will be placed on relevant search pages that include these specific keywords or phrases.
One unique aspect of PPC advertising that can make it even more effective at targeting the right audiences is the use of remarketing or retargeting campaigns. These campaigns show your ads to people who have already interacted with your brand or visited your website but may not have taken the desired action.
In cases where customers add products to their shopping cart without purchasing or any other online activity, you can show them a relevant ad to remind and encourage customers to complete their purchases.
For example, you can create a remarketing campaign showing the customer the product they were looking for on your website, along with a special discount or promotion. Alternatively, you can show them an ad for a related product that complements the product they were looking for.
3. Allows For Budget Flexibility
If done right, PPC advertising makes the most out of your ad spend. It allows you to have complete control over much you want to spend on your campaigns and adjust according to your needs and goals, including performance
For instance, if your business requires you to cut back on ad spend, you can do so. Similarly, you can increase and adjust your ad spend in particular seasons or for specific occasions, like e-commerce websites do during festive seasons.
Additionally, PPC advertising offers various bidding options to optimize your ad spend and get the most value for your money, such as:
- Cost-per-click bidding (CPC): The most common bidding strategy where you pay for every click on your ad.
- Cost-per-impression (CPI): You pay for every 1000 impressions (views) of your ad. You can use this strategy to increase brand awareness and reach a large audience.
- Cost-per-acquisition (CPA): You set a specific cost for each conversion or action that you want your audience to take, and it is used most commonly for increasing conversions and ROI.
- Enhanced cost-per-click (ECPC): Google Ads automatically adjust your CPC bids based on the likelihood of a conversion. You can use this strategy to optimize your ad performance and increase conversions.
You can make sure your ads are shown to the right people, time, and price by choosing the right bidding strategy.
4. Helps Build Brand Awareness Quicker
Brand awareness is all about how familiar people are with your brand and how well they recognize it. A good PPC advertising campaign can do just that and increase the chances of people choosing your brand over others when purchasing faster than organic search can do.
When your ads appear at the top of search results, targeted users will see your ad more and become more familiar with it, which can further increase brand awareness and produce faster turnarounds.
PPC advertising is also particularly effective for building brand awareness by using its ‘display advertising’ feature. You can leverage this feature to create a visually appealing ad that can be displayed on different websites and platforms like social media and mobile apps.
One great example of a company that has utilized this feature to its advantage is Airbnb. For instance, they created visually captivating banner ads that highlighted their listings’ distinctive features, such as cozy tree houses or luxurious villas.
Below is an example of one of their banner ads that were used in a display advertising campaign.
Overall, PPC advertising helps you create ads that align with your brand’s overall identity (color, logo, messaging) in a visually engaging way to increase your brand’s visibility and establish a consistent brand image that people will recognize.
5. Allows For Precise Tracking & Analytics
Fortunately, PPC advertising helps you track precise success metrics. If you’re running ads on Google, you can use Google Adwords to track the success of your campaign and gain valuable insights on –
- Landing page
- Click-through rate
- Keyword relevancy
- Historical performance
You can make informed decisions based on this data and refine your ad campaigns as well as overall strategy. For instance, if you notice that certain ads are getting lots of clicks but not many conversions or if a certain keyword or ad placements are generating a lot of revenue, you can experiment with different ad strategies and focus more on specific areas to maximize your return on investment (ROI)
6. Facilitates Experimentation
You can improve your ad performance through A/B testing. Essentially, it allows you to compare different versions of your ads and determine which one is performing better. You can create 2 different ads with variations in elements (such as headline, copy, image, or call-to-action) and test which version generates more clicks or conversions.
Remember to keep track of the elements you’re experimenting with because if you can’t identify which element is responsible for the change in performance, you won’t be able to maximize the campaign performance.
7. Allows For Real-Time Campaign Adjustments
In TV or print, it’s difficult to make any changes once your ad is out. However, with PPC advertising, you can optimize your campaign in real-time and react to changes in the market or customer behavior quickly.
Real-time campaign adjustments also help to take advantage of emerging trends or capitalize on sudden spikes in demand. For example, if you run an online retail business and notice that a particular product is suddenly trending, you can quickly create a targeted PPC campaign to capitalize on that trend and drive more online traffic and positive ROI.
Our favorite example of this is Amazon’s advertising platform. Essentially, they have their own advertising platform called Amazon advertising that helps them manage their PPC campaigns. It has a range of features that allow advertisers to optimize their campaigns in real time.
Amazon’s bidding algorithm can help adjust bids in real-time based on factors like competitor bids, ad quality, and the likelihood of a customer converting.
Below is an example of one of Amazon’s bidding strategies:
You can also regularly test and experiment with different variations of your campaign (including ad copy, landing pages, and targeting strategies) to see which ones are the most effective and build from there.
Overall, making real-time campaign adjustments is a powerful feature of PPC advertising that will help your business stay agile, optimize your campaigns for maximum effectiveness, and adapt quickly to market or customer behavior changes.
That’s it, folks. These are some of the most important benefits of PPC advertising. If you want to capitalize on these powerful benefits of PPC advertising, consider partnering with Techmagnate for PPC advertising services.
Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement revenue-driven SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?