PPC or Pay Per Click advertising is a form of digital marketing where advertisers pay each time a user clicks on one of the ads. Sounds pretty simple doesn’t it?

You’ve probably seen them before on search engines, generally with a little ‘Sponsored’ indicator next to it. You may be familiar with them, you may wonder why they’re there.

There is a reason.

These ads are there to attract attention and drive interest in a business. To get potential customer engagement and get you to visit the website. But they’re not there by accident.

PPC is not just about bidding on keywords. It’s a great tool that can help any business achieve growth and here is a 6 step simple PPC guide to show you how.

A Targeted Marketing Strategy

One of the most important things to a business is being in front of the right customer at the right time. In using PPC ads you can conduct thorough research into the keywords and phrases your customers are using, to see where they are spending their time to make sure that your ads are targeted not just in terms of content but also location.

By making the ads targeted they will be more personal to the customer and help to grow and strengthen the relationship between them and your business. Helping to keep you front of mind.

Whilst many people like to complain about the number of adverts they see these days, most people prefer to see ads that are relevant to them and their needs. An ad that is correctly positioned, well-researched and targeted to the customer is much more likely to resonate than a random pop-up that has seemingly come out of nowhere.

Control of your budget

Yes, there is a cost to PPC when compared with SEO, however, as with most areas of business you decide what you are willing to pay. 

With the right research and strategy, PPC experts can focus campaigns to ensure that, make the most of limited budgets and that businesses are benefiting from every click. 

Remember, you don’t pay unless someone clicks.

The ability to remarket

We’ve all done it. Walked into a room, forgot why we went in, walked out and never remembered. 

PPC remarketing gives you the opportunity to re-engage with potential customers who have visited your site but may have left before completing the buying process. This works through data collection based on their activity and interactions with the company to present them with paid ads at a later time.

Sometimes we all just need that little reminder as to what we were doing.

Ad controllability

Pay Per Click ads are also incredibly controllable. And we don’t just mean in terms of your ability to control the content, platform or location.

With a paid for advert you also can turn the advert on and off. Obviously, if an ad is doing well and seeing lots of lead generation and outcomes anyone would be a fool to turn the ad off. 

But if things aren’t going so well? If trends or the company strategy has changed? Then PPC ads are easy to turn off whilst adjustments are made. This can help prevent potential customers from becoming irritated by what they may consider outdated or irrelevant ads while things get updated.

Integrated marketing campaign

It is highly unlikely that a pay per click campaign would work on its own.

In fact, the most common use for PPC is to raise brand awareness and drive customers to the company, whilst relying on other marketing tools to deliver the final results.

This is why it is essential that paid advertising is part of a wider integrated marketing strategy. This strategy must carry a consistent message and have aligned goals to have the best chance of success.

Time for an analysis

The final benefit we are going to cover is arguably the most important. Measurability.

Whilst the first five points of this blog are all important (we wouldn’t have written them if they weren’t), measuring the results of your paid advertising activities could be equally if not more important than the rest.

Of course, you would hope to see the results of your hard work through an uptake in sales and customer interactions but reviewing the analytics and tracking the performance of the individual PPC ads will show you a true picture of where your success has come from and any learnings that can be taken forward into your next campaign.

Pay Per Click advertising is about more than just keywords and clicks. It is a multifaceted tool designed to increase brand engagement and awareness through the correct positioning of the brand in front of the right people at the right time.

When used correctly PPC can be a valuable tool in any marketing strategy to drive business growth. Why not talk to a PPC expert today to see what PPC can do for your business?