7 Key Benefits of PPC Advertising

As of June 30, 2018, Google parent company Alphabet Inc has over $102 billion in cash and marketable securities. By comparison, Apple, Inc., the second largest public company in the U.S., had $244 billion in cash and marketable securities as of September 29, 2017. If you are looking to make your small business grow faster than your competitors, one effective way to do that is through Google PPC advertising (Pay-Per-Click). Let’s take a look at 7 key benefits of PPC Company advertising below.

1) Boost Sales

More and more businesses are joining PPC (pay-per-click) advertising platforms like Google AdWords in order to increase their sales. Through websites such as these, businesses can reach customers at any time, improving conversion rates and growing revenue. In fact, AdWords has been found to be more successful than older forms of digital marketing. A study by Kenshoo revealed that 86% of companies reported an increase in traffic after participating in a pay-per-click campaign on one or several channels, including Bing Ads and Facebook advertising. As you can see, if you’re looking for a way to boost your revenue without hurting your bottom line then pay-per-click advertising might be just what you need!

2) Target Customers

Knowing who you want to advertise to helps you build a target customer persona. With that persona in hand, you can create ads and content that speak directly to your ideal customer's wants and needs. Without knowing who they are, your ad copy won't resonate with them and they'll be less likely to engage with it. Your ad may have been written flawlessly, but if its message doesn't hit home with your target audience, it'll be a waste of time and money. By creating an accurate understanding of who you want to reach with your ads, you’ll create advertisements that resonate immediately.

3) Simplify Expensive Offline Methods

One drawback to offline advertising methods is that they’re often very expensive. To combat costly traditional marketing, many entrepreneurs choose to run their own paid search campaigns on Google AdWords and Bing Ads. This approach gives you access to keywords, allows you to set your own price points, and provides instant feedback based on how people react (or don’t react) to your ads. If you find that a more traditional form of advertising like newspaper or television ads works for your business better than online advertising does, don’t discount it—just make sure it’s as cost-effective as possible for you. Adopting multiple approaches can help reduce costs while still giving you a high level of exposure.

4) Measure Performance

There are three main areas to measure performance in: clicks, impressions and conversions. Clicks and impressions measure how many people see your ad and how often, respectively. Conversions are all about whether or not a user takes action once they’ve seen your ad, either by clicking on it or making a purchase or some other desired action like downloading an ebook. Measuring these numbers tells you if you’re getting more visibility for your money. If your cost per click has gone up over time but there are also more conversions (or fewer but higher-value ones), you’re probably doing something right and can spend even more money on Google ads in that category moving forward.

5) Manage Spend

A lot of advertising options, such as SEO and social media, require long-term planning, which means weeks or months before you even see results. AdWords is a much faster option. If you’re looking to grow your business, you can get started right away and see results immediately; you’ll know what kind of ads are working and which ones aren’t—which It can save you a lot of time and energy. Additionally, depending on your goals, you may be able to make money in as little as 24 hours after launching an ad campaign! You won’t see immediate profit from PPC advertising but it does allow for rapid development in a way that other forms can't match.

6) Avoid Costly Mistakes

One of my favorite things about SEO is that it can be set up to run automatically without requiring any additional time or energy from you. With PPC, you have to keep an eye on your campaign and optimize it regularly. Even if you just want to maintain your current spot on page one in Google, you’ll need to allocate some time each month for keeping tabs on everything and adjusting as needed. You might spend a few hours at first setting up and configuring your campaign, but after that, SEO takes very little work to maintain whereas a successful PPC campaign will require some work every day.

7) Save Time and Energy

Time and energy are some of your most valuable assets. With paid search advertising, you don’t have to waste time or precious mental resources trying to attract customers manually by updating website content or posting on social media. Google AdWords makes it possible for you to target qualified customers while they’re searching online, all while spending less time and money than with other marketing techniques. You only pay when someone clicks on your ad, so you never have to guess what people want—they tell you by telling Google what they want. If a customer doesn’t click your ad after one day, then no hard feelings—you simply stop paying for that customer attention.

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