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How PPC Marketing Can Benefit Your Business

Pay Per Click | by Neil Andrew

If you’ve never heard of pay per click marketing, then you and your business are missing out, BIG TIME.

Pay per click marketing, also known as PPC advertising, is a great way to get laser targeted visitors to your website. If there’s 1 thing you should know about advertising, the more targeted the visitor is, the more likely they are to convert.

With PPC campaigns taking just a few minutes to setup, you can start to see results in less than an hour.

More importantly, it also allows you to change your PPC campaign at any time. If you’re not getting the results you want, then you can stop the campaign, try a different strategy or put it on pause. With pay per click marketing, you are in complete control of who gets to see your ads and how much you spend.

You might understand the basics of PPC advertising and how it works, but what makes it better than other traditional marketing methods?

We thought you’d never ask! Here’s why you should be using pay per click marketing on your business.

What is PPC Advertising?

pay per click

For those of you that don’t know, PPC advertising is an online form of digital marketing where advertisers pay a fee each time one of their ads is clicked. Advertisers ads are displayed on search engines and other partner networks to attract genuine highly targeted visitors to their websites.

The price of these clicks can be anything from a few pence to hundreds of pounds depending on the keyword and the competition. If lots of other advertisers are fighting for the same keyword then whoever is willing to pay the most gets the traffic.

Although PPC hasn’t been around for that long, it has already had an enormous impact on advertisers and publishers. Currently paid search only makes up around 5% of all search worldwide but is expected to grow every year for the next several years. This is due to many businesses just starting to understand the power of PPC advertising and how it can significantly increase their sales and brand awareness.

The percentage of paid search is also likely to increase due to many networks now allowing websites to become publishers. This allows particular partner sites to display PPC adverts on their website.

Every time a visitor clicks on these ads the publisher earns a commission for referring the user. Not only does this encourage website owners to sign up to PPC networks but it also extends the reach, quality and volume of the pay per click network.

And when it comes to PPC networks, there is only 1 gorilla in the market…

Google Adwords

adwords logo

There are plenty of different PPC networks out there from Facebook ads to Bing ads, but Google is by bar the largest and most popular. Google currently makes up around 80% of all online searches, so it’s no surprise that they are also the biggest PPC network.

Known as Google Adwords, this PPC network is responsible for around 96% of Google’s annual revenue. As you can probably tell by now, PPC is big business.

Advertisers who use Google’s PPC network can choose from a wide range of websites to display their adverts, including the highly popular video sharing website YouTube. With over 2 million unique websites signed up to their Adsense program, businesses can target users from all over the web to get the best return on their investment.

So how exactly can you use pay per click marketing to benefit your own business?

PPC Campaigns

ppc campaign

For many people starting out with PPC there are often a lot of doubts as to if it is worth it or if the money could be better spent somewhere else. Let us tell you now that when done correctly, pay per click marketing beats all other forms of advertising.

There are numerous reasons for this:

The first reason is that PPC networks such as Google Adwords give advertisers a lot of valuable data about their campaign which can be very beneficial. By knowing which keywords are performing the best and bringing the best results, advertisers can tweak their PPC campaigns to get even better results.

Compare this to traditional methods such as newspaper / magazine advertising, where you don’t get the constant feedback and data; it can be harder to work out if your adverts are having an impact or not. With PPC advertising you can calculate your daily visitors, how much you are spending and more importantly how many visitors are actually converting.

Another reason why pay per click marketing is the best is it doesn’t cost a lot to get started. From as little as £10 you can start a PPC campaign to test the waters. Of course, it does depend on what industry you are in and what keyboards you are targeting, don’t expect to get the keyword “insurance” for 20p a click! However, it is still possible to get cheap clicks by targeting long tail keywords.

Long Tail What?

Long tail keywords that are very specific and niche which means no one is bidding on them! This allows anyone to pick up high-quality visitors for just a few pence per click.

Finally, if that wasn’t enough to convince you PPC advertising is the best, then just think about the size and scope of the audience. Advertisers spend lots of money researching the best techniques to target the most relevant potential customers, e.g. their target demographic.

When it comes to pay per click marketing you can get so precise it’s a little bit scary. You can target certain locations, devices, languages or specific characteristics about visitors such as age, education background and gender. Compare this to TV advertising where you have no control over the viewer; you can see why many businesses are using PPC as their primary advertising method.

PPC Management

Harness The Power of PPC

Now you know how PPC advertising can be beneficial for your business, be careful not to waste all your money.

If you’ve never tried pay per click marketing before then the chances are you’ll end up wasting your money on silly mistakes.

If you want to experience the true power of PPC advertising, then you need someone to manage your PPC campaign.

Here at Piccana, we offer a range of PPC management services to help you increase your traffic and conversions. Find out more about our PPC services below.

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