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lindagray

7 Powerful Benefits of Using PPC Advertising 1

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There are many compelling benefits of PPC advertising. Whether you’re trying to convince your boss or a client about the value of Google Ads (or Bing Ads), there’s a powerful case to be made.

For starters, PPC:

  • Offers quick entry.
  • Results are easy to measurable and track.
  • Works well with other marketing channels.
  • Provides a wealth of useful data

PPC can have a major – and positive – impact on most businesses and brands. If you aren’t doing any PPC marketing, you’re likely losing out on valuable traffic and revenue.

Need to make the case for PPC advertising? Here are just seven powerful benefits of using PPC.

1. PPC Contributes to Business Goals

This is often the most compelling reason to use PPC advertising. PPC can help you achieve a vast number of business and marketing goals. These goals range from high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale.

Nearly any type of conversion goal can be tracked. PPC is a powerful tool for aligning website traffic drivers to end-goals.

In the era of content marketing and thought leadership, PPC can foster the middle ground of nurturing and serving the middle of the funnel through advertising content downloads, seeking newsletter signups, contest entries, and pushing for app downloads.

PPC can support many parts of the sales funnel and the path that your prospects take from awareness to becoming a customer. Regardless of the set of identified goals, PPC campaigns can be set up effectively.

2. PPC Is Measurable & Trackable

A major benefit of PPC advertising run through Google Ads is that it’s easy to measure and track. Simply use the Google Ads tool in combination with Google Analytics.

You’ll see high-level performance details including impressions, clicks, and conversions (based on the defined business goals).

There’s no mystery to your PPC performance. Stats are readily available and show how your campaigns are performing and what kind of traffic and results they are driving for your budget.

In other advertising and marketing channels, the picture isn’t as clear for attribution of the budget to direct results.

When you send your PPC traffic to dedicated landing pages and track it all the way to conversion using Google Analytics, you’re able to clearly see what you spent and what it drove in terms of your end goals. No billboard or magazine ad can attribute to sales like that.

3. Quick Entry

Even if you’re a decade behind your competitors on jumping into PPC marketing, you can get up and running quickly with a little bit of optimization. This is often a big contrast to starting up SEO efforts, which often take a lot of time and attention to get the same type of positioning and traffic that Google Ads offers within minutes of launch.

When compared to other channels like email and organic social, you have the advantage of targeting people outside of those who are already aware of your brand, and you aren’t limited to your existing followers or customer lists.

PPC lets you quickly cast a wide net to find new prospects and customers.

Plus, most of the work is done within the PPC advertising platform — from the research to campaign build out, to writing ads. You can get up and running quickly with minimal involvement of your development teams, aside from help setting up conversion tracking and any desired landing pages.

4. You’re in Control

While there are several nuances regarding default campaign settings, you ultimately have control over a wide range of options for how you reach potential customers. This starts with the keywords or placements you choose to target and how restrictive you want to be.

You also have a lot of budget flexibility if you want to start small. You can set your own ad budget and bids, and choose what you’re willing to spend (though you have to pay at least close to a market rate to play in most cases).

If you’re seeing positive results, you can scale up immediately. And if you want to take a break, you can always pause and stop your ad spend right away. This is hard to do with other ongoing marketing campaigns, giving you the advantage and budget flexibility to move quickly when necessary or desired.

Google Ads’ auction and the algorithm involved has the final say as to where your ads will be positioned and what you’ll spend when compared to competitors. The alignment of relevance between your landing pages and the keywords and ad copy can hurt or help you.

The good news is that you have the flexibility to make quick edits and to optimize while your ads are running, and to try new tests every day if you wish. There’s not a long cycle from edit to deployment that you see in other mediums, and if an ad stinks, you can pull it without having to let it finish out a contracted media cycle.

searchenginejournal.com

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