This is a guest post from Josh Wardini, Co-Founder, Serpwatch
Pay-per-click (PPC) advertising has been around for quite some time and is one of the oldest digital marketing techniques in the game. One would have expected this mode of advertising to fade out. However, as the recent stats show, it is still a very dominant force pioneering lead generation for most businesses.
With PPC ads, marketers can return up to $2 for every $1 spent. Research also shows that advertisers who utilize PPC ads have a monthly budget that ranges from $50 to $500,000 per month, depending on the industry and capacity of the company involved.
With so much money invested in the industry, it is a clear sign that PPC still works. That is why we have taken the time to show you the top four benefits of using this technique for your business.
Increases Traffic to Your Website
Pay-per-click advertising allows your ads to display at the top page of search engines, and according to research, more than 95% of clicks go to the top four search results in the search engine results pages (SERP).
For marketers utilizing PPC advertising, the goal is to appear at the front page as this guarantees a steady increase in traffic to your website or store.
Pay-per-click visitors are 50% more likely to make a purchase than organic visitors. It is no wonder that nearly 80% of marketers say PPC is a massive driver of sales for their businesses.
PPC advertising allows you to properly segment your audience through keywords that they are searching for. That way, you are sure that people viewing your ads are those already interested in your offer. Also, research shows that more than 40% of in-store purchases start with search engines.
Around 65% of all clicks on paid ads come from people that are looking to buy something right away. Hence, it is essential to ensure that your business is reachable by investing in the right keywords using PPC ads.
You Control Your Ad Budget
PPC advertising is likely to be the only ads platform that gives you the freedom to control your ads budget. Due to its nature, you only pay your advertising network when your ad gets a click.
So even if your ad runs for a whole year, you don’t get to pay a dime if no one clicks on it. That way, you can stop or tweak unsuccessfully running campaigns without straining your budget.
Increases Brand Awareness
Search ads can reportedly increase brand awareness by at least 80%. This means that consumers are more likely to remember a brand and interact with it if they came across it via search ads.
Through PPC ads you can target general keywords in your niche, such that when users search for any of them, they will continuously be exposed to your ads, thereby increasing your chances of brand recognition.
It is not new to see marketers combining PPC ads with remarketing to either boost awareness or increase sales.
In conclusion, we can see that PPC advertising is a cost-effective means of driving traffic, making more sales, and increasing brand awareness for your business. For most marketers, Google AdWords is the place to be for PPC ads, as Google owns over 90% of the search engine market for both paid and organic traffic.
Josh Wardini, Co-Founder, Serpwatch