Why Is PPC Important For Online Businesses?

PPC, an acronym for Pay-Per-Click, is a digital marketing strategy whereby businesses pay the website, search engine or social networking platform once an online visitor clicks upon the ad. The crux of PPC is that it is a measurable and objective form of advertising.

To make things easier, think of PPC as an auction. Here, corporations get to decide the keywords and phrases to target. Once done, enterprises set up bids on them to outrank their competitors.

Advantages of PPC for online businesses

Immediate and Consistent Results

This aspect is probably the greatest attraction of PPC. The highlight of this campaign is that it heeds focus on quick and fast revenue generation for enterprises. It is a top go-to for brands looking to take advantage of short-term marketing windows. The so-called narrow windows are ideal for promoting special events and new product launches to the public. It is also best suited for seasonal products and services with peaks and pales. The former represents the highest or apex of the sales numbers. The method also makes space for holiday deals and discounts.

However, do not pursue PPC hastily. If done so, they can deem the largest fatal attraction. The reason is that PPC also helps with broader advertising strategies. PPC forms a core part of both short-term and long-term digital marketing strategies.

The success of PPC campaigns rests upon three factors below:

• Quality of products on offer
• Highly-convertible landing pages
• Optimised campaigns

Excellent return potential towards business goals

According to Google, businesses, on average, can get £1.53 revenue for every £1 spent on Google ads.

Although seemingly obvious, the point of PPC is it directly contributes to the primary KPIs of the business. Most PPC platforms have KPIs built-in as campaign goals. With this, enterprises can fulfil specific objectives.

• Search engine platforms: Here, ads can help uplift sales, leads, website traffic, brand awareness, app downloads and even offline conversions. You name it, and PPC can do it!

• Social media sites: These include Facebook, Instagram, LinkedIn and others. Here too, PPC helps fulfil multiple objectives such as awareness, product sales, video viewerships, post engagement and app downloads.

In light of this, businesses can carve creative ads to fulfil specific needs and measure results and track performance.

Help execute Advanced Marketing Techniques like Retargeting

Retargeting is among one of the most effective ways to enhance conversions. In essence, campaigns get created for people who have visited your website but did not convert at the time.

Say you are into selling green teas. Now, customers looking to procure this therapeutic beverage will go through a buying process. This includes searching the products and reviewing various company websites. Users tend to experiment by trying newer brands and avenues. What enterprises can do is add a piece of code provided by Google Adwords or Facebook to identify the visitors that did not convert.

Enterprises can then create campaigns and target these people through incentives that entice them to revisit your website and make a purchase.

Controlled, granular advertising

PPC campaigns render corporations control over crucial ad metrics, especially audience targeting. For instance, with the Google ad network, PPC marketers can control which ads are displayed where and at what time and even on specific days. This calls for unprecedented precision. PPC also helps with granular targeting through demographics, interests and hobbies, online activity, purchase and order history, among others.

When it comes to social media platforms, PPC can get even more granular by looking at language, age, devices used, life events and political affiliations.

Helps with test marketing

For those desirous of checking their advertisement copies and product headlines for performance, PPC is your white knight. Businesses can test using Google Adwords. An ideal way is to run the campaign for a few weeks and analyse the results. If the ad attains the highest click through rate (CTR), it has captured the audience’s eyes.

Real time

Another significant upper hand offered by PPC campaigns is real-time results. Say that you run the campaign for a few days, and the results do not seem very impressive. Here, brands can fine-tune and tweak their ads quickly and easily. This peculiar privilege is not prevalent in other forms of marketing.

At the end of the day

Corporations today are faced with cut-throat competition. And this is most prevalent during occasions such as seasonal peaks and holiday or festive seasons. Plus, there is a rising emphasis on real-time data and in-depth analysis. These aspects make PPC a preferred contender.

Therefore, with over ten years of experience in PPC advertising, Lionheart Marketing focuses on an adaptive approach and carving long-term partnerships. We have worked with various companies, from SMEs to renowned brands, providing a personal touch to clients. Contact us today on 0333 090 3319 for a conversion-optimised PPC strategy.