7 Proven Benefits Of PPC Advertising

PPC advertising is a cost-effective way of increasing online visibility, getting new leads and sales for your business.

Here are 7 of the most powerful benefits of PPC to help you make an informed decision.

So, should you consider PPC advertising?

Let’s take a look.

What is PPC Advertising?

PPC stands for pay-per-click and is a form of internet marketing that involves paying a small price for every click you earn online. PPC is a highly effective strategy for attracting targeted visitors to your website.

Search engine advertising is one of the most popular forms of PPC. Google is the most popular search engines with thousands of businesses using their ad platform every day. In return for paying a fee to Google, you get your ads placed at the top of search engines to drive targeted traffic from Google to your website.  

PPC advertising also exists on social media advertising including targeting audiences on Facebook & Instagram. However, most people are referring to paid search when they mention PPC. 

When you search for a term like “digital marketing company” on Google, the companies using PPC are the ones with the Ad identifier next to their name. 

Top 7 Benefits of PPC Advertising

PPC advertising is one of the best ways to gain more attention online and reach your potential customers. 

1. Branded PPC protects you from competitors

Branded pay-per-click PPC advertising use keywords that relate to your company brand. You might be wondering why you need to worry about this as you will already naturally appear in search engines. There are a number of benefits to branded PPC that you should consider.

  • Craft the right messages: Unlike organic listings on search engines, you have complete control over the messaging you’d like to show potential customers. With branded PPC you can clearly tell your target audience what makes you great and why they should consider you.
  • Defend against competitors: Branded PPC ensures competitors won’t be able to steal the top position on Google whenever someone searches for your company online. Unfortunately, competitors will try to steal clicks away from your branded search terms and by running your own branded PPC campaign you will always outrank them and minimise their impact on your bottom line.
You can see how Semrush are using branded PPC to stop competitors from outranking them on Google

2. PPC Ads Support Business Goals

Probably the most striking benefit of PPC advertising is its ability to support your business goals in a number of ways. Whether you want to increase your brand exposure, increase website traffic, generate more leads or get extra eCommerce sales.

The right PPC solution can strengthen your position online, give you more credibility, and generate a higher amount of traffic for your brand. PPC can also complement your other digital marketing efforts and provide valuable data about your target audience and marketing funnel.

3. PPC Ads can be measured & tracked

PPC takes the guesswork out of marketing, everything can be measured and tracked from the number of clicks you get, cost per clicks (CPC), impression share and conversions to name a few. PPC advertising offers incredible insights into how your campaign is performing so you can make adjustments and refine your strategy as more data comes in.

Because PPC campaigns can be measured it makes this form of advertising cost-effective as you can see where things can be improved, identify top and poor performing ads and shift your marketing budget accordingly.

When you compare PPC to more traditional forms of advertising like billboards and print media, it’s difficult to measure the results from these types of campaigns while with PPC you can attribute almost every sale that comes from PPC.

4. PPC Gets You instant Web traffic

A lot of marketing requires patience and persistence before you start to see results come through. Often it can take months or even years for a marketing campaign to deliver results. Thankfully, that isn’t the case with pay-per-click advertising.

With PPC, you only pay for ads when a potential customer clicks on your ads and visits your website. If you want to drive targeted visitors to your website as soon as possible then PPC is by far, your best approach.

Done right, you can literally have a Google Ads account set up within a few hours and be receiving visitors to your site who are looking for the products and services you sell.

Sounds pretty good, right?

5. PPC Enhances other digital marketing Strategies

The right PPC solution can strengthen your position online, give you more credibility, and generate a higher amount of traffic for your brand. However, did you know that the data acquired by your PPC campaign is also a powerful asset that can be used to make better decisions on other parts of your digital marketing efforts? Here’s how:

  • Supports SEO: One of the most important steps for any SEO strategy is to identify commercial keywords or search terms you want your site to rank for. Finding commercial keywords is critical for search engine optimisation and can often be hit and miss as the data isn’t readily available and in some cases, restricted. When you run a PPC campaign, part of the data collected will list all the search terms your ads are receiving clicks for and which keywords generate conversions. In other words, PPC can take the guesswork out of keyword research and provide you with a fantastic list of commercial keywords to target for organic rankings.
  • Conversion rate optimisation: When you run a PPC campaign, you’ll get traffic visiting your site right away. When you combine this with analytics tools such as Google Analytics and HotJar, you’re able to see how your target audience interacts with your website, what they engage with and at what point they drop off your website. This type of data is critical for improving the conversion rate on your site and you can make informed decisions about what needs to be improved.
  • Remarketing campaigns: Even though remarketing is a form of PPC. It also works extremely well with traditional PPC types by giving you opportunities to remarket potential customers who have already visited your site and may need a final nudge before converting.
After a potential customer visits your website, Remarketing can encourages them to revisit your site and convert.

6. PPC generates warm leads

PPC makes it easy for people to find your product and brand.

Think about when a potential customer searches for the products and services you offer. They already know what they’re looking for and their search intent is often to buy right away. PPC can serve up the right offering at the exact moment your customers are searching. You’ll be hard-pressed trying to find a warmer lead generation source than targeted PPC ads.

7. PPC is cost-effective

With PPC, you don’t have to constantly invest in new, creative ad campaigns compared to more visual marketing channels like social media that aim to capture the audience’s attention with visually entertaining ad creatives. PPC ads are relatively minimalistic and will only show up when people are searching for keywords you choose. The messages conveyed in your ads will remain relatively unchanged once you find the optimised combination that works.

The wealth of data collected by any PPC campaign means you can calculate your return on investment (ROI) and ensure your campaign is generating a positive return.

Final Thoughts

The benefits of PPC make it a worthwhile investment and should be strongly considered as a key pillar in your digital marketing growth strategy.

Whether you use PPC to protect your brand or remarket to audiences already aware of your brand. PPC can build brand awareness, drive more traffic, leads and sales for you.

How will you use PPC to benefit your business? Or maybe you have other benefits you’d like to share?

Let me know in the comments below!

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