It might feel safer to stick with the marketing method you are getting good at, but if you would not want to try other strategies, such as pay-per-click (PPC) campaigns, then your business is missing out on a greater revenue-producing potential.
PPC is one of the most effective SEO-related strategies that bring in immediate results. Think about a consumer looking for home décor blinds, searching online for options. On the search results, an ad for blinds appears at the top. Perusing if your blinds are suitable, the consumer then clicks on the ad.
In this case, you gained a new lead, and most likely a sales conversion as the searcher is nearly down the sales funnel of purchasing—all this because PPC campaigns appear at the top of Google’s search results. With PPC, you only pay when the user clicks on your ad or how many impressions your ad has gained.
Benefits of PPC Campaigns
The benefits of PPC for Small Businesses are to reach their target audience and get the desired results. It is a cost-effective way to bring qualified leads to the website with a guaranteed return on investment. It allows businesses to set budgets and bids and track the performance of the campaigns in real-time. It also helps increase visibility, create brand awareness, and generate more leads. PPC is also a great way to test new products, services, and offers without investing a hefty sum in traditional advertising.
Here are more:
- Wider Audience Reach
Almost everyone uses Google, so PPC definitely allows you to reach a massive number of audiences. With your ad on top of the search results, you would have a wider reach, increased site traffic, and ultimately sales conversions.
- Right Audience Reach
Given that you can reach a wider audience, you also reach the right ones—those who are interested in your products or services. In the first place, you are not selling to everyone but to a specific group of people.
Google ads let you access targeting features, like age or gender, geographic location, or whether or not they have been to your site. Through PPC, you reach the group of people that are most likely to convert.
- Cost-Effective
As mentioned, you only pay according to how many users click on your ad and almost always, people who click them. You have complete control over your budget as you decide your bids and how many ads you would like to run. Budgeting ads needs strategy, which we will discuss below, but generally, you don’t need a specific budget for your ads.
- Immediate Results
Depending on how well-developed your ads and landing page are, you don’t have to wait for a while for the results. The moment you launch your ad, it can appear on the top of Google search results right away, unlike SEO which takes time to gain site traffic and leads.
- Easy Metrics
Once you launch your PPC campaign, Google will immediately report to you how your ad fares out. You can easily view click-through rates, conversion rates, and more, helping you determine which of your ads are the most effective.
- Changeable
Because of the easy metrics and immediate results, Google ads allow you to easily alter your ads. You will know right away how your ads are performing, and if they do not work out, you can simply stop the campaign, tweak low-performing ads, or pause them for a while.
PPC Campaign Strategies
Now that you know how beneficial PPC campaigns are for your business, let’s delve into how you can make successful PPC campaigns:
- Website Optimisation
Having a well-optimised landing page is equally important as having a well-constructed ad. No matter how good your ad is, when the landing page in which the ad is linked don’t coincide with what the ad is about, merely takes the audience to a generic or unrelated page of your website (e.g., home page), loads slowly, has technical problems, or worse, is challenging to navigate, then the users will most likely bounce or quit viewing your offers.
How to make your website mobile-friendly, use a responsive design. Responsive design ensures that your website will automatically adjust to the size of the device used. This way, your website can be viewed optimally, even on smaller screens. Finally, make sure to use a fast loading speed, as mobile users don’t want to wait for a website to load.
- Right Bidding Strategy
You have two options in bidding—manual or automated. Overall, the decision on which of the two depends on your budget, PPC experience, and goals (e.g., to increase traffic, visibility, or conversions). Manual bidding works for you if you are on a budget or you haven’t had any PPC experience, as it lets you set a limit on your cost for every click, just that you cannot optimise your ads with this bidding option.
On the other hand, automated bidding can be costly as it minimises the time you have to put in for managing your campaign. However, its great advantage is that it allows you to optimise your ads so that you can easily tweak or stop underperforming ads.
- Budgeting
If you are still testing the waters and are on a low budget, you can start your PPC campaigns for as low as $25. Upon budgeting, you need to consider how much you earn in each conversion you make. It’s up to you how much of that earning you are willing to sacrifice, all the whilst making sure your campaign is good.
To work out your budget, look at your past data and determine your conversion rate goal. As per Search Engine Watch, the average industry standard is 2.7 per cent. Multiply the maximum CPC by your goal number of clicks, then multiply it by the number of days you want your ad running (make it a month at least).
- Well-Researched and Applied Keywords
Keywords are the backbone of every ad. With well-chosen keywords, the search engine will know when to show your ads, and almost always, they guarantee the overall success of your ads—views, click-throughs, traffic, and conversions. In selecting keywords, be sure to be aware of what your competitors use, put your feet in the shoes of your customer considering how they would search when looking for your services or products, be specific, and use local keywords as much as possible. You can also use Google’s keyword search tools alongside.
Then, it’s time to create a killer ad that will definitely grab consumers’ attention. Don’t forget about your call to action as well. Finally, make sure to test your ads. Your work doesn’t stop once you launch them; you still have to check if they are performing well. Throughout the process, you can also seek help from Legend DigiTech as they can make your work easier, all the whilst guaranteeing great outcomes.
