Pay-Per-Click Advertising: Powerful Resource for Your Business
My husband’s birthday was rapidly approaching, I was juggling the responsibilities of new motherhood, and I had just returned back to work. As a foodie who likes Shakespeare and live music, his gift usually requires more research than a quick search through Amazon and free two-day shipping. With little to no sleep and a new kind of stress level, I didn't have an inkling of what to do. In a haze, I typed into Google “Shakespeare, food, NYC.” An ad for a theatre company performing Love’s Labours Lost while the actors also serve an eight-course meal during the show popped up. Clicked on it, bought the tickets, and his birthday was done.
All of your potential customers want to find what they’re looking for with that kind of ease. PPC, or pay-per-click advertising, can specifically target your clientele and get your business in front of them, so it only takes them seconds to find you. According to Wordstream, 41 percent of all clicks go to the top three paid ads on search results pages. We live in a society of instant gratification and constant busyness. If you can easily get yourself in front of the right people for your business, your company will do better and your potential customers will immediately look upon you favorably.
PPC is Budget Friendly
As pay-per-click states in its name, your business is only charged when people click on your ad. Within your ad campaigns, daily and monthly monetary limits can be set so there’s no fear your entire budget will be blown in a single day. It makes calculating and sticking to an ad spend budget easy.
Adding to its cost-effectiveness, you can research and change up keywords that are specific to your business and clientele demographics. With the ability to A/B test and change ads at the first sign one isn’t working, you can cut unnecessary spending and produce more ROI.
It Targets Your Specific Audience
Using keywords, location, age ranges, and other categories, you can pinpoint the specific audience you want to reach. You don’t need your ad to be in front of all people. You need your ad in front of the right people. This means you won’t be paying for someone in Tacoma, Washington to click on your ad when your business is local to Princeton, NJ. That keeps your cost lower, but it also means a higher ROI because the people who are going to your website are exactly the kind of people in need of your services or products. In a survey from Think with Google, 75 percent of online shoppers who find local information in search results helpful are more likely to visit stores. The people who are searching want to find your business; PPC brings them to your front door.
It Creates Brand Awareness
When a brand you’ve never heard of pops up, do you immediately buy from them? No. You don’t know if its products are dependable or the business is trustworthy. However, if you start seeing its name over and over again when you search, you click to see what it’s all about. The next thing you know, you are trying the product or service.
Using pay-per-click ads creates brand awareness so that potential clients become familiar with your business. They will get to know who you are and how you do business, and learn about the new things happening at your company. Soon these potential clients feel like they know your business and trust it. When they need your products or services, they think of you because your brand is already familiar to them. It takes consumers 5 to 7 interactions with your brand before they remember it but consistent branding across all channels increases revenue by 23 percent.
You Can Optimize and Test Your Campaigns
With PPC you have the ability to do A/B testing, run reports on activity, and really see what is working for your campaign and what isn’t. It gives you the ability to pull or change a campaign that isn’t bringing in prospective clients and bring to the forefront campaigns that are working well. This ability keeps your campaigns at their most effective and creates top lead generation.
In addition, there are tools that give you the ability to check in on your competition to see what they are doing with their PPC. You can see what is working for them and what isn’t and organize your campaigns with an artillery of knowledge.
Technology and people are moving at the speed of light. When potential clients are searching for something, they want to be able to find it quickly and easily. PPC advertising does that for potential clients while keeping you at the forefront of your current clients’ minds.