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ith businesses seeing a return of $2 for every dollar spent on Google Ads, PPC Marketing has become one of the most successful forms of paid advertising. Besides its high return on investment, there are so many reasons why PPC marketing can help your business. You can increase your brand’s awareness by showing up more on the search engine pages. You can stand out from the competition by showcasing your strengths in your headlines. You can also help your SEO efforts which is a win-win. You can also have better control over your target audience and budget, which for all the control-freaks out there, is always a bonus!

In this article, we are going to discuss the various reasons why PPC marketing is important, as well as different ways that it can help your business succeed so that your ads dollars are well spent. PPC marketing can deliver very fast results in a measurable, scalable way. And with 87% of shoppers looking online first (Retail Dive), it also provides an easy way for users to find your website first. Keep reading to learn more!

PPC-101

Before we dive into why PPC marketing is so important for your business, let’s do a quick recap of what exactly PPC marketing is.

PPC, or pay-per-click, marketing is a form of digital marketing whereupon any time a user is served an ad and clicks on it, you are charged. In this article, we will be focusing strictly on paid search PPC marketing within the Google Ads platform, or the ads that users can find on search engine pages or as banner ads on websites. As opposed to print ads, you will only be paying for when users click on your ads, which means they are one step closer to completing a conversion.

PPC marketing works fairly quickly, in comparison to SEO. When crafted well, PPC can deliver fantastic results quickly. It is important to note that PPC marketing is extremely competitive in the sense that you will be bidding on keywords (search terms that users are searching for) against a number of other accounts. Factors like the landing page’s relevance to your ad, bid amount, format and extensions, and CTR can all affect your quality score, which is basically your ad account’s credit score, so it is important to actually know what you are doing when creating a campaign.

1. Increase your brand awareness online

Just like in offline advertising, your reputation and credibility in the online world play a significant role in how you get treated and respected by customers and others within your niche. The great part about the internet is that you have the ability to choose how to present your brand quite easily!

The great thing about PPC is that you are competing for ad placement on search engine results pages (SERPs). So if your goal is, for example, to advertise your Black Friday sales because your company’s goal is to make a significant portion of sales during this time period, you have the ability to bid for prime ad realty on SERPs like Google and Bing. This is one of your best opportunities to showcase what your company has to offer to customers.

In addition to showcasing what values your company can bring to customers, you can also keep yourself out of searches that you do not want to be associated with, which is a great PR booster! For example, do you work in the gardening industry, but do not want your weed killer to be associated with the cannabis industry? With PPC marketing, you can use negative keywords to eliminate your ads from searches like these.

In fact, many companies like Amazon, Apple, and Mercedes Benz have been using Google Ads for years with success. So even if you don’t consider yourself a brand, you can still benefit greatly from PPC marketing. If you create effective ads, people will trust and respect your brand more, which in turn can eventually translate to more sales for your business.

2. Build trust with your target audience

Even if you serve a niche audience, it’s important that you establish trust. Online shoppers are growing savvy to the fact that most companies will do anything to make a quick buck, and that is why it is essential for you to understand the psychology behind creating successful ads that build trust with your target audience without sounding like a salesperson. It can be as simple as providing information about your company’s history or delivering value in exchange for contact information or an email subscription.

You’re putting money on the line every time you place any type of ad; you’re telling the world that your brand and product are important enough to spend a bit of money promoting them. It’s a statement that says you’re able to invest in yourself and your business, and it shows potential customers that you believe in your product.

One of the best parts about PPC marketing is that you have a lot of control over who can see and interact with your PPC advertisements. Unlike costly billboard or print ads, your ad campaigns can be customized to be viewed only by your target audience. And the best part? You can track and measure everything! Finetune your target audience with your PPC campaigns by learning about your audience’s actions; are there different keywords that elicit a better response? What time of the day is your target audience more likely to take action from your ad? The list goes on.

The key takeaway here is that you ultimately have the most control (well, perhaps after Google) as to who is seeing your ads, and it is very easy to improve your campaigns based on your data — and quickly!

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3. Improve your SEO

Sometimes there are blurred lines between SEO and PPC marketing, after all, they typically go hand in hand with keyword analyses and targeting.

If you are paying for online ads, you should also know that PPC marketing can help improve your SEO efforts. It can be a great way to get in front of your target audience, so they can click on the search results and find out more information about your company. And when they do, it will likely be a page that has been properly optimized with relevant keywords and copy that perfectly reflect the message of your business.

If you put PPC ads in front of new or potential customers, and they start to research your company, what will they see? Will it be a completely flooded page with irrelevant ads with no relation to your brand? Or will they find a well-written, valuable blog post about you, or maybe even an infographic? This kind of information does much more for standing out from the competition. The reality is that the user is looking for information – and it’s your job to make sure that you provide them with it!

Another bonus of doing PPC marketing is that it can give your company better credibility, and so increase the likelihood of a user clicking on an organic ad. Additionally, PPC marketing often leads to the creation of landing pages, which increase backlinks to your website — another SEO win!

More often than not, the search engine of your choice rewards sites that are high in authority. This is exactly why PPC marketing can be extremely beneficial: Advertisers are essentially paying to rank higher in the SERP’s, and that means more visitors coming to your website. If you manage your PPC campaign effectively, you can definitely better position yourself for higher rankings on the major search engines. By creating content that is SEO-friendly, adding value to the user’s life, and relevant to your PPC marketing ad, then you are essentially hitting two birds with one stone: ranking higher on the search engine results page organically and through paid advertising!

4. Your ad audience and budget is in YOUR control

A lot of struggling businesses fail because they don’t have enough money to invest in their brand. They don’t have enough money for paid ads online, or there isn’t enough money put into advertising in general. Just like you need to invest in your business and brand with both time and money, if you want to see the best results possible, your money will have to be invested in yourself and your brand.

This is the time when you realize you have to be working smarter, not harder, and this is one thing that search engines help marketers with; creating a capped ad budget. PPC marketing will allow you to set maximum limits on your daily, or monthly ad budgets. It is a great way to prevent yourself from spending too much or too little money – which can happen easily if you are working solely online!

Talking again on how much control you have in PPC marketing, not only can you control your ad budget’s cap, but you can also designate how much to spend on whom, when, and where! This is something that works especially well for local and regional businesses, which are usually in a situation where they need to spend more time ensuring that their ads sell.

To conclude, there is a time and place for all kinds of advertising. Done correctly, proper PPC marketing allows you to reach your target audience while making a profit in the process. PPC can help increase your brand awareness with heightened visibility on search engines, as well as strengthen your connections with your target audience. PPC and SEO are very sympatico, so you can exponentiate both your pay-per-click and search engine optimization efforts! And lastly, there are so many ways to control, track, and measure your results, that in time, you can finetune your campaigns for maximum profitability.

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Get in Touch With Hudson Digital Group

26 Park St Suite 2207, Montclair, NJ 07042

Phone: 201.949.7662

Follow HDG on Social Media

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