20/01/2017 by Tom Hodson
Here's why you need to be using PPC Advertising
Why should you use PPC advertising?
Getting a top spot on Google is easier said than done. With millions of indexed pages and huge numbers of businesses competing to be the most viable, hitting the top can be extremely difficult.
Search Engine Optimisation is the go-to tactic for most companies but this itself has a number of pitfalls associated with it thanks to no definitive rules, a constantly changing ranking algorithm and the amount of resource necessary to make it viable.
This is where paid search advertising can help.
A strong pay-per-click (PPC) campaign can do wonders for lead generation and driving interested customers to your website, especially if you're targeting a niche area or audience.
Below, we explain why paid search advertising might be perfect for you.
PPC advertising is completely bespoke
If you're interested in targeted advertising, you can't go wrong with PPC marketing. Paid search adverts are designed to be built around customers you want to find; using tailored keywords and advert copy to guarantee every lead you get is relevant to what you're offering.
When combined with a responsive website or landing page that includes a strong call-to-action, you can find the number of leads coming through are vastly increased and much more likely to convert and become customers.
It can capture customers at the perfect time
Every customer you ever speak to will be at a certain stage in the 'buying journey', whether they're just starting out and researching a potential product or deciding where to buy from.
A huge benefit of PPC advertising is that you can target customers at each and every stage of this 'journey'. You can even build a campaign around the entire process. This makes it much easier for businesses with different budgets to find leads that are more likely to become valued customers.
PPC campaigns can be analysed and tweaked
As with any form of marketing, analysis plays a huge part in keeping everything running smoothly and effectively. By using information you've collected during your ad campaign, it is easy to adjust your paid search marketing depending on what is working and what isn't. If you find that one particular advert or keyword is landing well with your customers, ensure you prioritise that above everything else.
This benefit means paid search is ideal for businesses that are constantly updating their products or offers.
Paid search allows you to control the money
While it is often a competitive market, paid search always keeps YOU in control of the budget. You decide how much you are willing to pay and you will never overspend if it's set up correctly.
Even better, depending on how niche your area is, the cost per click can often be much cheaper, allowing you more room to manoeuvre with your other bids.
Generally, the power of paid search depends on how much you spend and what you have to offer the customer. By combining a healthy budget with a strong call-to-action, it's possible to see stunning returns on investment that can't be found anywhere else.