Are you thinking about adopting PPC marketing into your broader online marketing strategy but you’ve no idea where to begin? If so, this is the article for you. We’re going to highlight when and why to use PPC marketing.
What is PPC marketing?
PPC marketing (or pay-per-click advertising) refers to a digital marketing strategy that enables you to gain temporary visibility at the very top of a Google SERP for your focus keywords.
You essentially ‘bid’ on your focus keywords and the high-ranking position and every time a user happens to click on your advert and visit your website or landing page, a certain amount of money is deducted from the pot.
Once that pot is depleted, your advert drops from view and your visibility returns to zero.
The most common goals for business owners adopting PPC ads are:
- Improving brand visibility.
- Attracting new leads.
- Driving more traffic to your website.
- Bolstering your conversion rates.
When is the best time to utilise PPC marketing?
PPC marketing can be used to achieve a wide variety of different goals and there’s no one single ‘perfect time’ to utilise the strategy. Again, it all comes down to what you are hoping to achieve.
- When running a seasonal promotion.
- Launching a new product.
- Promoting a webinar or special event.
In many cases, businesses implement PPC marketing into their broader digital marketing strategy because they are looking to gain lightning fast visibility on Google.
For example, search engine optimization (which is one of the most critical online marketing activities) can take months and months to properly establish (typically between 4 and 12-months) an ROI. As such, investing in PPC ads can help increase revenue and generate more leads in the mean-time while your SEO takes root.
What are the primary benefits of using PPC?
So, what are the main benefits of using PPC? Here are a few compelling reasons to get started:
- PPC can allow you to reach a wider audience very quickly thus establishing a fast ROI. If you are a brand-new business with a young website that doesn’t have much organic visibility yet, it can be a highly valuable approach.
- Using this strategy enables you to appear at the top of the Google SERPs with (more or less) instant visibility.
- With highly refined targeting you can engage relatively well-qualified leads and introduce them to your products or services at a critical point in their buyer journey.
- All of the incredible data you can collect from your PPC campaign can be leveraged in many other areas of your broader digital marketing efforts.
Final thoughts: The time is now!
Whether you want to raise brand awareness, attract new prospects, or to promote a seasonal product or service, now is the time to get started.
When optimised well, PPC marketing can be incredibly powerful. Just be prepared for a lot of trial and error. While you can technically gain instant visibility, that’s not to say that your campaign will be an instant success.
For the best results, it is worth considering hiring a PPC agency so that you can leverage their expertise and experience without having to dedicate too much of your own time to getting your strategy dialled in.
