Pay-per-click advertising, otherwise known as PPC, is a form of digital advertising in which a fee is paid every time someone clicks on one of your ads.
PPC allows you to decide what kind of people will be exposed to your advertising, when and where they’ll see it, and what search engine users will have to search for to be shown your ads.
The popularity of PPC has spawned an endless number of pay-per-click platforms, such as those on social media sites like Facebook and Twitter, and search engines like Google and Bing.
But regardless of the platform you’re using, pay-per-click provides many benefits that you just don’t get from other forms of advertising.
If you’re still apprehensive about investing in PPC advertising, then keep reading, because The Best Media has compiled a list of the reasons why you need pay-per-click.
Before I begin, for anyone who’s not familiar with the term SEO, let me break it down for you.
SEO (search engine optimization) is simply tailoring your website to meet the criteria that search engines use to rank their search results.
Basically, the better your SEO, the closer you’ll be to the top of the search results, making you more visible to search engine users, and positioning you as more authoritative and trustworthy.
Having a high ranking on search engines is crucial if you want people to be able to find your business, but organic SEO is a painstaking process, and it often takes several months to see results.
Though the long-term benefits of ranking organically shouldn’t be discounted, PPC gives you the instant gratification you’re craving.
For instance, if you’re launching a brand-new product line and a website to go along with it, you need website traffic now, not two months from now, when neither the product line nor the website is new anymore.
If you’re a business owner in this kind of situation, PPC will give you the immediate traffic you need while you wait patiently to start climbing the organic rankings.
Like most digital advertising, the point of pay-per-click ads is to bring traffic to your website.
And when you increase your traffic, this boosts your SEO. But the SEO benefits of PPC advertising go so much deeper than this.
For instance, after your ads have been running for a while, you’ll be able to look at which keywords are most popular, as well as which ones are getting you the most clicks and conversions.
Keyword research like this not only allows you to refine your ad campaigns, but also gives you a better understanding of which keywords you should be using in your website content, letting you optimize your site with the most relevant keywords, enhancing your SEO even further.
Pay-per-click gives you an unmatched level of control over your ad campaigns.
It gives you control of things like what time(s) of day people will see your ads, where your ads will be seen, what devices they’re going to be seen on, and what kinds of people will be served your ads (based on age, sex, interests, etc.).
You also have access to various kinds of advertising formats, such as banner ads on websites and apps, ads on YouTube videos, and ads in search engine results.
Among other things, you can choose to start or stop ad campaigns any time you like, reallocate funds from underperforming ads to those that are performing better, and set daily or monthly limits on ad spending so you never go over your budget.
The analytics provided by PPC platforms give you access to many different measurements that show how your ads are performing.
This includes things such as which devices are being used by those who are exposed to your ads and clicking on them, how many people who click your ads are converting into customers, how long these people are spending on your website, what pages they’re spending the most time on, and your ads’ average positions in search engine results, just to name a few of the many metrics you can explore.
Being able to analyze these factors allows you to tweak your ad campaigns based on what’s working best and gives you valuable insights on how you can make your website more effective.
The data pay-per-click gives you access to also allows you to get a better return on your investment simply because you have a way to measure the performance of your advertising.
If you were running ads in a subway station, for example, all you’d really know is the average number of people who walk through that station every day. You wouldn’t know how many people searched for your business after seeing your ad, how many of those people ended up purchasing something from you, or which of those ads is performing the best.
Without this kind of data, it can be damn near impossible to even measure return on investment, much less know which ads are performing best so you can keep improving your ROI.
Since people have to search for certain keywords, or meet specific criteria to be served your ads, PPC ensures you’re putting your ads in front of the right audience.
If you’re a company that sells guitar strings, you can decide to only serve ads to people who have guitar-related pages in their browsing history.
If you’re a plumber in Toronto, you can choose to only serve your ads to people when they type the term ‘Toronto plumbers’ into Google’s search bar.
With this level of targeting, you can be sure that those who are going to be exposed to your ads have an interest in what you’re selling, meaning they’re also much more likely to convert into paying customers.
If I still haven’t convinced you of the benefits of pay-per-click advertising, have a look at these statistics: