Why ppc is important

They will be able to see the offer, and if price is their key motivator, clicking the ad would be a solid indication of buying intent. Landing on a store page or a one-click away from purchase page will increase chances of conversion. Building brand engagement is the next step on from awareness and akin to conversion just in a slightly different way.

Encouraging the growth in community or interaction with quality content can be achieved through PPC campaigns. Landing pages should be focused on driving engagement, including the ability to share the content and capturing data to drive future engagement. As with all marketing tools there are pros and cons with using the tool, here are couple of the key negatives to be aware of:. The ads are clearly defined as adverts or sponsored when displayed which may create a perception or mis-conception of your listing causing some people to not click on the listing.

It is possible for costs, if left unmanaged, to be an issue for some businesses. They can be badly managed — As alluded to in my previous point, management of PPC campaigns is important and necessary to make sure they are performing effectively. Whether the campaigns are managed internally or externally via an agency it is important that the campaign is managed correctly from day one, implementing changes when needed in terms to the campaign content and budget allocation.

Although there are multiple key benefits based around Awareness, Conversion and Engagement, such as getting to the first page of Google quickly with the right message, there is one advantage that outweighs most negatives and other positives alike — measurable return on investment ROI. As you are only paying per click, you can assign a direct cost of each visit to your website and calculate the cost of achieving your defined PPC campaign goals.

You may also find some campaigns are not doing well, so you can just turn them off and add that budget to ones that are. You only pay for clicks — This saves you a lot of money vs. You can also determine the most effective ads by tracking where people are clicking through and where they abandon, especially if your click to conversion rates are low.

You can measure and track — Virtually any goal, downloads, contest entries, email signups, etc, can be tracked through PPC advertising.

This gives you measurable results to present to your boss and other stakeholders. Results are fast — People are actively searching the key-terms you bid on and, therefore, you could have a lead in less than a minute.

This is arguably the single greatest draw for using PPC. This is why PPC is important for businesses that are particularly interested in generating revenue quickly or taking advantage of a very short-term marketing window such as for special events, product launches, holidays, seasonal sales, etc. Why use PPC marketing when running ads across search engines, partner sites, and social media requires paying? This is a huge part of why using PPC advertising is so important for businesses that exist online.

Major ad platforms are built around the entire purpose of helping businesses grow online with a range of ad styles that are built around your specific goals. These ad types can help businesses advertise for their specific needs as well as to measure results and track performance.

The numbers speak for themselves, as one of the most common styles of online advertising, PPC is also one of the most successful. Wolfgang Digital claims that by paid-search advertising surpassed organic search engine traffic as the top revenue driving channel in digital marketing. Search engines and social media platforms are a defining part of internet use — almost every web user regularly interacts with one or both of these parts of the internet.

To ignore PPC would mean ignoring a crucial part of internet shopper behavior. This level of results is why PPC is important and its why using PPC advertising is crucial to keeping up with competitors — most likely they are already doing it!

Pay-per-click advertising is built entirely around budget, for this reason it offers a much greater level of control than traditional paid advertising strategies. One of the biggest reasons why to use PPC advertising is because businesses get very granular control of how their budget is spent.

Plus, for common paid ads styles like search engine PPC, you only pay for the clicks! Businesses can choose to spend as much or as little money as they want. Popular social media platforms usually have a similar hierarchy. This way marketers can break down and fine tune their budget anyway that they want, with exact controls for how budget is spent on every campaign, group, or specific ad.

Like we mentioned above, the control over ad budget also extends to other important ad metrics. Specifically audience targeting. One reason why PPC is so important for many businesses, is that few other advertising models allow for such specific control.

Most businesses know that audience is critical to greater transactions and sales — so why use PPC advertising then? PPC ads can be designed to target incredibly specific audiences. For the Google ad network PPC marketers can control which ads are displayed where — to a very precise level.