This saying goes perfectly well with small businesses that are recently launched and looking to increase leads, sales, and brand awareness. Most small businesses on a shoestring budget for digital marketing strategies start with SEO, followed by social media marketing, email marketing, and content marketing, but it won’t bring anticipated results.
The reason behind failing to succeed with an inexpensive approach is driving organic traffic is a hard nut to crack and time-consuming as well. When businesses invest in different types of online advertising, say PPC, Facebook ads, Instagram ads, and others, they can make a mark in the competitive landscape with increased user reach and brand offerings promotion.
PPC helps businesses rank at the top of the search engine for specific keywords that they select. Whenever users search for particular keywords, the business will show up at the top of search engines, which improves brand awareness and brings a range of benefits. In this blog, we have covered a quick overview of PPC and the advantages of PPC advertising that businesses will reap while partnering with pay-per-click companies for attention to detail.
What is PPC?
PPC (Pay-per-Click) is a premium digital advertising model businesses use to increase targeted traffic to their ad clicked by a user. Saying it is a way to buy leads for a business website rather than generating them organically through SEO won’t be a hyperbole.
The PPC model works in 5 steps:
- Ad Auction: Businesses bid on specific keywords or phrases that the target audience searches the most.
- Ad Placement: When a user enters a search query that matches the keywords the business is bidding on, the search engine displays the ad.
- Ad Rank: Search engines rank ads on the search engine result page (SERP) in an order based on the bid amount and the quality score of the ad (Ad’s relevance, the landing page quality, and the click-through rate).
- Ad Display: If the business’ bid and quality score win the auction, the ad is displayed on the SERP when a user’s search query matches their chosen keywords.
- Clicks and Costs: When a user clicks on the ad, the business is charged for that click.
The process clears up that businesses place well-researched and targeted keywords that ensure leads generated from PPC campaigns get converted. Let’s see how proper management of PPC will help small businesses gain immense benefits.
Top 6 Advantages of using PPC for small businesses
Pay-per-click (PPC) advertising offers several benefits for small businesses looking to boost their online presence, generate leads, and drive sales. Here are the top ones:
Immediate Results
Small businesses look for fast results and cannot rely on organic traffic from SEO efforts to grow and prosper. PPC helps businesses get immediate results. As soon as an ad campaign is set up and approved, the ads can appear on search engine results pages. Conclusively, it generates more clicks, increases traffic to the website, and brings potential leads, which leads to faster sales and ROI.
The precise targeting ensures that ads are displayed to a highly relevant audience, increasing the likelihood of clicks and conversions.
Targeted Advertising
PPC allows businesses to precisely target audiences based on various factors, including keywords, demographics, location, and devices. This targeting helps ensure ads reach the right people, which increases the likelihood of conversions. With ad scheduling, businesses can reach their audience during specific hours or days of the week. For example, a restaurant can schedule ads to appear during lunch and dinner times, which increases sales and ROI.
Using some PPC networks, like the Google Display Network, enables contextual targeting where website ads match the ad’s content. It ensures that ads appear in a context that aligns with the business and makes users click the ad. With Facebook Ads, businesses can upload customer lists and target ads specifically to those individuals with an option to create custom audiences. It leads to a better high click-through rate.
Cost Control
Small businesses can save a lot with PPC when executed efficiently. By setting daily or monthly budgets, they will have complete control over cost, so underspending or overspending on advertising is avoided. Additionally, with PPC, they only pay when a user clicks on the ad, which means they won’t pay for ad impressions (views) but for actual engagement (Clicks), which makes PPC- a cost-efficient model.
The detailed analytics and reporting feature helps small businesses and startups track the performance of ad campaigns. Measuring metrics such as CPC and CPA allows them to evaluate ROI and make decisions to optimize campaigns. It ensures the investment in PPC pays off.
Keyword Testing
Before heading on to the PPC path, businesses need to figure out keywords that help them rank their brand and its offerings. It makes it difficult to jump on the paid marketingbandwagon as the trial-and-error method will bring little results.
PPC is an excellent way to test the performance of specific keywords before committing to long-term search engine optimization (SEO) efforts. It helps determine which keywords are most effective for businesses in driving traffic and conversions.
Brand Exposure
With PPC, businesses can kill two birds in one shot. At first, using PPC for targeted keywords brings the business in front of people looking for similar offerings. It helps get the business recognized among a worldwide audience and establish an authority in the niche industry.
Secondly, even if users don’t click on ads, the brand name and message are displayed, providing valuable exposure and brand awareness. It is beneficial for small businesses looking to establish their online presence.
Competitive Advantage
Small businesses less often find their rivals using PPC to market their business products/services digitally. It provides the opportunity to gain an extra edge with PPC ads as competitors’ frustrated users notice your business offerings instantly, and your business with running a PPC campaign will get a chance to earn potential leads.
Also, small businesses can compete with larger competitors in the digital space by using PPC. Well-optimized campaigns can help small businesses appear alongside more prominent players in search results, leveling the playing field. Businesses should be confident and assertive in the language used in PPC ad content that helps create positive perceptions before target users.
Harness maximum potential with PPC
PPC advertising overwhelms rookie players, but when small businesses use it strategically, the results are wonderful. Unlike other forms of digital marketing, a PPC campaign helps businesses to extend reach to the targeted audience globally while keeping costs under control. The improved brand awareness through PPC ads will make SEO efforts easier for businesses and enable generating organic traffic faster.
Taking the help of advertising companies in the hyper-competitive landscape will help. The role of advertising companies is notable in PPC advertising due to their expertise in creating customized ad strategies with access to cutting-edge technologies, which, in turn, saves a lot of time and resources. Make the most out of PPC ads with the right PPC ad agency, as it creates a lot of difference.
