Pay-per-click (PPC) advertising first emerged in the mid-1990s and has rapidly evolved into the essential digital advertising channel it is today. PPC advertising is commonly used to direct traffic to a website, by paying for each click the site receives. PPC advertising has many benefits, one of which is tracking interest in your product and visits to your website.
Article by Adrian Holtshousen, DFM Agent
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1. A Higher ROI
Marketing is all about one thing: generating the highest possible ROI (return of investment) each month. PPC advertising ensures that you generate a higher ROI by placing your ads in the most relevant online places, where they are displayed to specific people in your target market, encouraging valuable click-throughs. This makes PPC advertising one of the most profitable marketing channels.
AdWords has proven to have an ROI up to 5 times greater than other online advertising channels. PPC is also ideal to drive traffic to your website or landing page relatively quickly to start generating sales. By using analytical tools, PPC ROI is extremely easy to calculate and provides an in-depth report of the campaign’s performance, indicating if the campaign strategy needs to be improved.
2. Target Consumers
PPC enables extremely precise targeting with keywords, categorised demographics and interests. In this way PPC advertising ensures your ads are displayed to the correct audience, generating real, relevant leads. You can also make use of device-specific preferences to target mobile users, since 53% of paid-search clicks occur on mobile devices. You can also make clever use of retargeting to proactively reach out to people who have already shown interest in your product.
3. Control Budget and Spend
Budgeting for PPC is easy, and there are no surprise costs involved. With PPC, specific daily and monthly budgets are set, ensuring you do not exceed your acceptable digital marketing expenditure. These budgets can be edited whenever necessary and will influence the number of times your ads display each day. PPC gives you a reliable flow of traffic for your pre-set budget. Keep in mind that you can’t expect great results with a tiny budget, especially if you’re bidding on an expensive keyword.
4. Only Pay When Someone Clicks
As indicated by the name, you pay per click. It’s as simple as that. Only once a user clicks on your ad do you get charged for it, almost completely eliminating unnecessary costs that may be incurred through other marketing channels. Thus, PPC is the most reliable ROI for online advertising. When compared to traditional offline advertising, PPC gives you better value for money. With offline marketing, you spend exorbitant amounts of your marketing budget and hope for the best that it reaches your target market, and they engage. With PPC, you now know that the people engaging with your ads are actually interested in your offering.
5. Help Your SEO
You know how important SEO is for your site and you know it’s a long-term commitment. Do you know that SEO and PPC work really well together? Provided your website is undergoing continuous SEO development, content and keywords used within PPC ads can tie in with your website, improving overall synergy and ranking of your site. PPC can also help you to discover which keywords are popular, receiving clicks and conversions, which you can then implement in your SEO strategy. PPC can also aid your SEO strategy by ranking new keywords a lot quicker. This is particularly useful when your ads are time-sensitive or based on current events.
Need more convincing? Check out these numbers: