This blog answers some frequently asked questions about PPC and highlights some of the unique benefits of using paid search advertising as part of your overall marketing strategy.
If you’ve pondered those last two questions, you’re not alone. “What is PPC?” and, “Why should I use PPC?” certainly deserve more robust responses. We’ve got them.
So, What Is PPC?
Let’s start by explaining the acronym. PPC stands for Pay-Per-Click advertising. PPC, also called paid search, is a type of advertising where an advertiser runs digital ads for their products or services on a platform like Google. The ads are linked to the advertiser’s website, and each time someone clicks on the ad and is directed to their website, the advertiser pays a fee. If people do not click on the ad, then the advertiser doesn’t get charged. Hence the name, Pay-Per-Click. (FYI, there are other forms of digital advertising that also pack a strong marketing punch, such as display advertising. Stay tuned for a deeper dive into display ads in a future blog.)
Big picture, PPC is used to:
Increase Brand Awareness
In other words, PPC drives traffic to your website by “buying” visits. PPC advertising reaches your most qualified audience where they’re already looking, getting a leg up on the competition while boosting your brand to the top of your market niche. And that is a very efficient and effective way to get the right customers in front of your products, boost your sales, and amplify your brand.
PPC advertising reaches your most qualified audience where they’re already looking, getting a leg up on the competition while boosting your brand to the top of your market niche.
How Does PPC Work?
It’s no surprise that search engines are the top way people look for and research businesses, products, and services. Pay-Per-Click advertising allows you to get in front of this audience of already interested buyers precisely when they are searching for what you provide. How? By providing “keywords” or another type of trigger to the advertising platform, alerting it when to serve your ad.
For example, let’s say you are interested in wildcrafted herbs to improve your health and well-being, but you’re unsure where to buy them. So you google “Where do I buy wildcrafted herbs” and, instantly, an ad for our client, Evergreen Herbs, appears in front of you.
In this scenario, Google employs a keyword trigger, putting an answer to your question in front of you at the precise time you need it. Now, you have the opportunity to click on the Evergreen Herbs ad, see they have what you need, and purchase their product. That’s targeted, powerful advertising.
Why Should My Business Use PPC?
Armed with a basic grasp of what PPC is and how it works, let’s answer the “Why should my business use it?” question.
1. Immediate Exposure
PPC is the quickest way to build your brand’s visibility. Once you create an ad, platforms like Google need to approve it. Typically this is a same-day process, meaning your ad can start receiving clicks right away. This is a big deal—especially if your website doesn’t have a solid organic presence—because your brand can obtain prime positioning in search engines ASAP.
2. Easy Tracking For Measurable Results
With PPC, the proof is in the pudding. Paid search advertising delivers a treasure trove of robust data and easy access to detailed tracking that measures campaign results. Meaning, a smart and savvy advertiser can take advantage of all of that rich PPC data to analyze performance, run A/B tests, and make adjustments that optimize your campaign’s impact.
3. Unmatched Control Of Everything
Simply put, PPC offers unmatched control of all aspects of your campaign, down to the very nitty-gritty of how, when, and where your ads are displayed. PPC is so precise; you can run ads to target your audience based on:
- Specific search queries
- Days of the week
- Time of day
- Geographic location
- Audience demographics
- Audience interests
- Audience past purchases
And that’s not a complete list. The level of granularity within your control is unlike any other form of advertising, which brings us to #4.
4. Big Bang For Your Buck
That unmatched control extends to your budget, with the data-driven knowledge to immediately increase ad spend when campaigns are delivering results and decrease ad spend if they’re not. Google’s experts have crunched the numbers and report that businesses make an average of $2 in revenue for every $1 they spend on Google Ads. And Google considers this return on ad spend a conservative estimate—demonstrating PPC’s impressive economic value.
Still Wondering About PPC?
We’ve covered the basics, but we’ve only scratched the surface when it comes to Pay-Per-Click advertising. Stay tuned for more straight-talking explainers on all things PPC. Think PPC sounds right for you? Let’s get to talking.