PPC: 5 Reasons Why Should You Do It

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PPC stands for pay-per-click and is an online marketing model in which businesses pay a fee each time that their advertisement is clicked on. In short, it’s a way of paying for visitors to come to your website rather than waiting for organic trafficOrganic search traffic (sometimes called natural or unpaid search) is the traffic that's driven to a website because of unpaid placement on a search engine results page. to visit, and this is a key benefit. You can have more control over your visitors and orchestrate your campaign to suit your business requirements.

65% of consumers have clicked through to a new website from an advert, and for this reason, it’s a valuable tool to direct visitors to your site. Here are five further reasons why paid search makes good business sense:

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Cost-effective

The idea that you have to pay for visitors to your site may not sit comfortably with you, but the benefits of it can have a significant impact on the sales that you make. PPC traffic converts to 50% more sales than organic traffic and so the return on investment is on average 200%. That’s impressive in anyone’s books!

It’s Quick

If you are a startup or even an established business wanting to increase traffic and sales from your website, PPC is a quick way to find new customers and clients beyond organic search. With careful keywordKeywords are the words and phrases that potential customers might search for to find your business. selection and SEO, you can give your business the competitive edge with minimal effort. You can position yourself for maximum visibility within minutes of launching your PPC campaign. This is vital for success, as 73% of marketers are intending to increase their ad spend in 2018, so competition is going to be stepped up a gear.

Measurable

A great benefit of PPC is that its easy to track and measure its success. You can see performance details that include the number of clicks, impressions (the number of times the advert has been shown on a web page) and the conversions to name a few of the metrics that are available to you. You can assess what works and what needs further tweaking to maximise the potential.

Flexible

You have control over the specific keywords you choose to target, and swiftly make any edits to adverts in response to any identified shortfalls. The time between edits becoming live is short, so that the impact of errors is minimised, and nor do any media contracts restrain you. Similarly, should you see positive results in your PPC campaign, you can scale up your efforts to respond to the increased demands.

Brand Enhancing

PPC is a useful tool in brand enhancement. If you run a business in a competitive industry or area, it makes sense to maximise your site’s visibility in search. You can target specific areas using postcodes or locations as well as using the keywords to ensure that you are in a top-ranking position for those searches (36% of searches include local requests) and your brand and sales will increase from the increased visibility.

PPC is a great way to fuel a significant increase in the impact your online presence makes on your business, and it’s relatively risk-free. You can test it to see how you fare using it, and if it’s a success, you are in a great position to further explore PPC and use the data that you extrapolate from the metrics to inform your other SEO efforts. PPC can work in harmony with the other SEO techniques that you have already adopted; it is a reliable and profitable addition to your digital marketing strategy.