The benefits of PPC advertising are extensive providing your campaigns are managed properly. In fact, PPC advertising has a place in almost all digital marketing strategies. This applies even in sectors where competition for keywords is high – with the correct strategy, PPC advertising will give you a profitable return on investment.
Here are the top benefits of PPC advertising.
#1 Get Immediate Website Traffic
One of the main benefits of PPC advertising is you get traffic to your website immediately. This differs from the other main way of getting traffic via search engines – from organic search. To get traffic from organic search you must implement an SEO campaign, but SEO campaigns take time to work. In fact, it can take weeks and sometimes months for results to improve.
With PPC advertising, however, you can get to page one of Google immediately with any keyword you choose (depending on your budget), including keywords that have a lot of competition.
In addition, you can get to the top of page one rather than just onto page one. There is another benefit with this too – top of page one in Google via PPC advertising is more visible than the top of the organic search results. This is because Google shows up to four PPC results before it shows its top organic search result.
So, if you want to get onto page one of Google quickly, and you want the most visible position on the page, PPC advertising is the way to go.
#2 PPC Enables the Targeting of Specific Audiences
SEO brings traffic to your website, but it’s hard to target that traffic. You must rely on the quality of the Google algorithm as well as the accuracy of your keyword selection, i.e. targeting keywords that have buying intent rather than informational intent.
Even when this all works well, you’ll still get traffic that is not your target audience. This is much less of a problem with PPC advertising, however. In fact, in some circumstances, you can eliminate inaccurate targeting altogether.
This is because there are detailed audience targeting options you can set on all your PPC campaigns. This helps improve your return on investment even further as spend is not wasted on clicks that do not have the potential to generate a sale.
#3 Long-Tail Keyword Targeting
Many website owners want to target keywords that generate the most searches online. For example, a shoe retailer might want to appear on page one of Google for the keyword “shoes”. This can be expensive and resource intensive to achieve, whether you use PPC or SEO as your strategy. In addition, a keyword like shoes doesn’t give you a good return on investment.
This is because of buyer intent. A website user searching for “shoes” is probably either looking for generic information or is at the very early stages of the buying journey. Compare this, however, to a user who searches for “Jimmy Choo shoes red”. This person is likely to be much closer to making a purchasing decision, i.e. they know the brand and colour of shoe that interests them.
If you are a retailer that sells red Jimmy Choo shoes, it is much more beneficial that you get 10 clicks and five sales for the keyword “Jimmy Choo shoes red” than 50 clicks and no sales for the keyword “Shoes”.
The keyword “Jimmy Choo shoes red” is known as a long-tail keyword. They are much easier to target using PPC than SEO.
#4 Identify High Converting Keywords
Following on from the previous point, PPC advertising can help you identify the keywords that have the best conversion rates. This can help you with a number of aspects of your digital marketing strategy.
For example, you can base your SEO strategy on the keyword data you get from your PPC campaigns, i.e. you’ll know from PPC advertising which keywords convert well and which don’t. You can then focus your SEO efforts on those that convert well.
In addition, you can analyse why keywords which should convert don’t. This could be because of the content on your page, for example, such as an inadequate match of keyword and landing page, or a weak call to action.
In other words, you can use the information you get from running PPC campaigns, particularly in relation to actual keyword research (i.e. keyword research as it applies to your website), to improve your overall digital marketing efforts.
#5 Extensive Campaign Flexibility
The final key benefit of PPC advertising on this list is its flexibility. This makes PPC advertising suitable for a wide range of campaigns and business situations.
For example, you are in complete control of the budget with PPC advertising campaigns – more so than for any other form of digital marketing. This means you can spend as much or as little on your PPC ads every day as you want. This also helps you visualise a direct correlation between the sales generated and the money you spend, i.e. you spend £1 on PPC advertising to generate £5 in revenue and £2.50 in profit. With this information, you can scale up your budget to maximise the results.
Another situation where you can benefit from the flexibility of PPC is when your business is dealing with negative publicity or challenging events. It is easy for these situations to spiral out of control, particularly online. PPC advertising gives you back that control as you can take back the top positions on page one of Google to deliver the right message to your customers.
#6 Bring Back Lost Customers With Targeted Re-Marketing
In addition, you can also use PPC advertising for remarketing campaigns. This is PPC advertising on a new level, where customers who have visited your website in the past see your ads as they browse other websites on the internet, i.e. PPC advertising is not just about advertising in search results pages. This helps keep you at the front of the buyer’s mind throughout their buying journey.
One final benefit – the value of your initial investment in PPC advertising can be kept low while still yielding worthwhile results. Unlike other forms of digital marketing, this lets you test PPC advertising at minimal expense before allocating larger and more serious budgets.
In summary, PPC advertising offers immediate website traffic, enabling audience and long-tail keyword targeting, whilst allowing control and flexibility for your campaigns.