What is PPC or pay-per-click? And why is PPC important for your business? Before we delve deeper into that, let us understand the importance of PPC and how PPC plays a role in marketing or digital marketing. There are two ways through digital marketing that we can get our products in the view of our target audience. One is the organic manner, and the other is paid advertisement.
Although paid advertising and PPC are related concepts, they are not the same. Paid advertisement refers to when advertisers give money for promotion or advertisement on TV, radio, print, or any outdoor marketing. Whereas for PPC, every time the audience clicks on the paid advertisements, advertisers pay a fee for each time their ad is clicked. For example, many times, when searching for any type of services or products, such as study abroad consultancy in India, Google presents numerous consultancy options, typically marked with ‘sponsored’ at the top, indicating they are Google ads, or more precisely, a form of PPC. PPC is a strategy almost every brand employs at some point. It’s the method through which you showcase your products to the audience, helping you expand your reach and attract a new audience. While they are known to be the most expensive type, the leads they generate are of exceptional quality. Some brands even include their competitors’ names as tags when setting up an ad, allowing them to rank above them in search results, although unethical, but hey, everything is fair in marketing, right? There are various forms of PPC, all aimed at acquiring quality leads, so let’s delve into the forms and why PPC is important for business.
Display ads:
This type of ad is the most important when it comes to PPC. They help businesses reach their target audience. When you visit a particular website, many times you see different ads going on, on the sidebars, sometimes even a small block in the middle reserved for the ads, or sometimes even on the website banner. Those are your display ads. They can even be seen on apps, when you are playing a game, or even when using any app in general, including email newsletters. Display ads can be a normal static image or even a video ad.
Search ads:
These are found on platforms like Google, Bing, Yahoo, and Firefox and help your business appear at the top of search results when users type in specific keywords or phrases related to your offerings. Advertisers can bid on keywords on these platforms to ensure their ad appears prominently when someone is searching for products or services like yours. This approach is known for generating better-quality leads.
Remarketing PPC Ads:
This marketing tactic is used when a customer views your website but departs without making a purchase. Using remarketing, you may add them to your database and rekindle their interest with targeted adverts. These have a very high potential for gaining a lead since the customer is halfway convinced to make a purchasing decision. By strategically targeting them with relevant content, we aim to guide them back to completing a purchase, thus maximizing the conversion potential.
Social Media Advertising:
This form of PPC is the fastest-growing model. With platforms like Facebook, Instagram, Pinterest, X, and LinkedIn expanding rapidly in the digital world, this type of PPC works best if your audience includes teenagers and adults. In this marketing approach, highly targeted ads can be tailored based on users’ demographics, insights, and behaviors. Whether promoting products through Instagram trends or sharing projects and milestones on LinkedIn, it offers unparalleled versatility. Moreover, it facilitates easier engagement on the page, handling queries, and eventually converting leads.
Amazon Advertising:
In this type of PPC, advertisers bid on their products or brands, resulting in the allocation of a ‘sponsored’ tag, which enhances visibility by placing them at the top, thereby attracting shoppers during their browsing. The top position is awarded to the highest bidder, giving convenient access for shoppers to purchase their product. Now that we have learned the different forms of PPC, let’s sit down to understand why PPC is important for business!
PPC reaches a wide audience:
The major form of PPC is the search ad, as more than 90% of people in general use Google whenever they are looking for something. So there’s a good chance your target audience will view your ad first if the PPC is done the right way, which is why PPC has a good scope of reaching a wide audience!
PPC gives Immediate Results:
PPC drives faster results, unlike organic SEO. It helps drive more traffic to your website in a shorter period. As soon as your ad is approved and the campaign has started, it almost immediately appears in the search results and even in the display ads section of other websites, generating leads and traffic.
PPC offers Flexibility and Control:
When it comes to the flexibility of editing mid-campaigns, PPC is a charm. Bidders can edit their bids on specific tags mid-campaign. Utilizing the insights from Google, advertisers can increase or decrease their bid on tags based on their performance, resulting in an immediate impact.
PPC gives In-Depth Results:
One of the many interesting facts about PPC is that it provides detailed insights into your campaign, including clicks, CTR (click-through rate), impressions, ROI (return on investment), and conversion rate, helping you understand the effectiveness of your campaign. With this data, advertisers can identify which keywords are working for them, incorporate them into their strategies, and thus improve their SEO.
PPC offers Budget Control:
You can set a daily budget or a monthly budget. Once the budget limit is reached, the ads will automatically stop, relieving advertisers of concerns about overspending and providing them with full control over their expenses. The campaign deducts the amount each time someone clicks on the listed product or service, and not only on impressions.
PPC has proven effective for numerous other brands, typically utilized for acquiring high-quality leads. Alongside obtaining quality leads, brands also gain authentic data to enhance organic strategies. When employing a perfect strategy or executing PPC expertly, the outcomes are remarkable! So now that you know why pay per click is important and how it plays a major role in your business, try it and give your marketing strategies a much-needed boost!
Inventif Web is a top digital marketing agency in Mumbai that can help you bypass all these challenges by managing your PPC campaigns. For a simpler, more effective business experience, choose Inventif Web.