Despite search engine optimization (SEO) being cheaper, pay-per-click (PPC) has always been the preferred strategy of digital marketers. 77% of companies in 2020 claimed they were going to increase their PPC budget for the following year. This isn’t exclusive to big enterprises either. 45% of small businesses invested in PPC advertising in 2018.
PPC has become so popular as a marketing strategy that there are marketing agencies specialized in building effective PPC campaigns for businesses. There are PPC Indianapolis companies that house experts offering consultations and insights into what makes a good PPC campaign.
How PPC helps your business
Some companies may still be hesitant to increase their operating cost given the weakening economy and unstable landscape, but PPC has been proven to give valuable benefits and guaranteed returns for any business. Here are just a few of them.
- Boosts brand recognition
It makes sense that the more often users see your ads the more your company is retained in their minds. However, you should also exercise restraint and target the right keywords to avoid wasting money reaching out to an audience that likely isn’t interested in your product or service. Experts also claim that high ad exposure frequency and bad targeting can do more harm than good to your reputation. 26% of Internet users are already on ad-blockers, and you don’t want to contribute to that number by being one of those annoying companies that blindly toss out ads. Working with PPC Indianapolis can help you strike that balance between getting your ad to the right people at the right frequency.
- Expands reach
PPC advertising helps you reach people who may have had no way of finding out about your business. Google reports that paid search ads increased brand awareness by as much as 80% in 2014. By targeting ads properly, you can get ahead of the competition and bag new customers at a faster rate.
- Increases site traffic
In 2015, 41% of search engine clicks went to PPC ads. This means that PPC is effective in boosting your site traffic, which is a good first step in converting new customers. You can use multiple PPC ads to target different keywords and generate more traffic.
- Produces quick results
PPC offers faster results than SEO. SEO may take 6 to 12 months from the implementation date to get you results, and if you’re pressed for time, that’s not a good strategy to adopt. The impact of your PPC campaign can be felt even just an hour after you implement it, so it’s easy to adjust and modify your strategy as needed.
- Provides useful data
Your PPC campaign can give you useful data on your users, such as their location, search habits, and what topics and keywords are currently popular. This information can help you make smarter business decisions. If you notice a significant amount of traffic from a certain location, maybe it’s a sign that you should put up a store there since there is a demand for your product or service.
PPC information can also be a basis for modifications in other marketing strategies like SEO and content marketing. If you notice certain keywords gaining traction, it might be a good idea to write more content on that topic and other topics surrounding it. PPC data also helps you increase your overall conversion rate. If a certain landing page has a lower cost per click than the others, maybe there’s something about the design of that one that you can incorporate in all your landing pages to improve their performance.
- Increases revenue
In 2017, 58% of millennials claimed to have purchased something because of an online ad, and in 2019, studies showed that visitors brought in by PPC ads were 50% more likely to purchase than organic visitors. Given these numbers, it’s clear that PPC is effective in increasing site revenue and offers a good return on investment. However, while PPC can get your website some much-needed clicks, it’s not enough to complete the conversion process. Your landing pages need to be effective in completing the conversion. Everything from urgent language and calls to action (CTA) to good design and an intuitive layout contribute to nailing that conversion, so use A/B testing and professional design services to ensure your landing pages are optimized.
- Cost-effective strategy
Some cash-strapped businesses may turn their noses up at any sort of paid advertising especially when free options like social media marketing and SEO exist, but PPC advertising is more cost-effective than you think. You only need to pay a certain fee for every click the ad generates. However, these ads could quickly get expensive if you get lots of traffic but not enough conversion. To mitigate this, you need to do proper keyword research, optimize your website, and monitor your PPC campaign religiously. Don’t bid on highly competitive keywords. These keywords are expensive and may not even give you the best quality of traffic. Instead, use keyword research tools to help you determine which keywords have low competition but high search volume. Optimizing your site and landing pages means you’ll get a lower cost per customer acquisition. Lastly, monitoring your strategy also helps you eliminate keywords that aren’t getting you good returns, which helps you focus more of your budget on better-performing keywords.
- Helps you reach your goals faster
With increased reach, revenue, and brand recognition, PPC gives you a running start in achieving almost every aspect. 79% of marketers claimed that PPC was hugely beneficial to your business, so why would you wait? Experts from PPC Indianapolis companies can help you get your PPC campaign started so your business can enjoy the benefits and growth that PPC can offer.
Conclusion
While it’s clear that PPC offers many direct and indirect benefits for businesses, the secret to maximizing your returns is to do your research and to work closely with experts. Some companies bleed money because of ineffective PPC campaigns, so be smart about your strategies and be quick to adjust when you notice underperformance.
