How Pay-Per-Click Advertising Can Promote Your Business
If you are a small business owner, a marketer or established firm with relevant offer ready to connect with online searchers who are actively looking for your kind of products and services to buy based on their search queries; then PPC marketing or Pay-Per-Click Advertising is a great way to promote your business online, build brand awareness, drive website traffic; generate targeted leads and increase your sales.
What is Pay-Per-Click Advertising?
Pay-per-click advertising (PPC) is a simple, fast and cost effective internet marketing strategy that expands the reach of your website among users. It is a way of using search engine marketing, SEM model by Google ads and other ad networks to generate clicks (traffics) to your website.
Google Ads, (formerly Google AdWords) is one of the most popular PPC platforms available today. Google AdWords or pay-per-click advertising is like paying for visits to your websites when they clicked on your ads (advertisements), rather than attempting to “earn” those visits through organic search.
You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s an example of search engine pay-per-click advertising. Aside from Google text ads, most paid advertising you see on websites, and social media platforms also uses pay-per-click advertising model to promote products and/or services on the internet; directing traffics to the advertisers websites.
How Does Pay-Per-Click Advertising Work?
Every time an ad is clicked, this action will send a visitor to your website. You the website owner will then pay the search engine or the advertising platform a small fee. That’s why it’s called “pay-per-click”. Thus, your bidding price or the highest amount an advertiser is willing to spend is known as cost per click (CPC).
When your PPC campaigns are well-designed and runes smoothly with high click-through rate, relevance, and landing page quality factors in mind, this fee will usually be less, since the visitors’ readiness to buy is worth more to your business than what you pay for it. Interestingly, if your ad appears, and no one clicks on it, you will not be charged, which means free online advertising and awareness for your business.
Search engines will only serve web-users (your potential customers or prospects) the ad campaigns that march their ‘search quarries’ or the key words or phrase they are using while looking for your kind of products or services online. Pay-Per-click advertising therefore offers a unique opportunity to new and existing businesses, provided this is done in a cost-effective and result-oriented ways.
Unlike the traditional forms of advertising on newspapers, TV stations, or billboard posters along the roads; PPC is different from broadcasting your advertising messages to a range of people who may, or may not have any interest in your products or services.
The aim of most businesses using PPC Marketing would be to increase their online presence, drive target website visitors, and increase revenues through products sales. With PPC advertising, your ads might show up in the very top spot on the Google results page. Here are 6 ways pay-per-click advertising can benefit your business.
How Pay-Per-Click Advertising Can Promote Your Business
#1. PPC Can Grow Your Customer Base
PPC is a highly effective way to bring interested visitors to your website, by connecting with searchers who are actively looking for products and services similar to yours online. It can help your respond to your prospects needs by providing them with an offer relevant to their search queries. PPC campaigns can also incense foot traffic to your local store by adding keywords that are relevant to your business.
#2. PPC Generate Quality Leads at Low Costs
Pay-per-click advertising can be extremely effective for businesses on small budgets. This is because PPC Marketing allows you to connect to leads or prospects when they’re searching and looking to buy your products; while paying for ads that bring people who are interested in buying your service or goods only. The good thing about pay-per-click is that you can start with a small budget first and increase as you get more effective results.
#3. PPC Advertising Can Gets You to the Top Immediately
If you are just starting out in your business and looking for exposure in the industry, there is no quicker way to hit the top position on search engines result pages (SERPs) than through pay-per-click advertising. If you are ready to bid down your competitions, your PPC ads can be set right on top of the Google ad space. This will take your website a step ahead of competitors and/or other websites offering the same products or services like your business.
#4. Pay-Per-Click Advertising Converts Faster
PPC ads can put your business on the first page of a given search result, so you start getting traffic to your sites and phone calls from interesting customers. One of the best things about Pay-Per-Click Advertising is that you can measure the value you’re getting from your ad campaigns. To do this, you can track conversions using search analytic tools and ads performance graders like those provided by most ad networks.
Conversions are those key actions you want your website visitors to take, it includes placing an order, conducting successful transactions, filling and submitting your contact form, calling your phone number, downloading a file, etc. If done well and managed properly, you can get paying customers from pay-per-click campaigns. This is a factor that makes pay-per-click ads a good tool for testing other marketing tools just like Facebook Advertising.
You can use PPC advertising to target visitors at all stages of the buying funnel. Start by focusing on the keywords people type in their web browsers when they are ready to buy your product. The lower (closer) in the funnel, the higher conversion rate you should expect. Also when you add geography, time and language, you have a surefire way of pinpointing your most qualified customer.
#5. PPC Increase Your Return on Investment (ROI)
The PPC Advertising ROI depends on several factors, including the average buying power of the person who clicks through to your website, your Ad Rank and Quality Score. Your Quality Score affects your actual cost per click or how much you spend for pay per click advertising. Search engines such as Google and Bing refer to Quality Score as the maximum cost par click (i.e. your highest bid, or the price you’re willing to pay) and the relevance (how closely your ad is to the search), which help you create more targeted ad text and landing pages that ‘win’.
When deciding if the PPC campaign ROI is worth it for your business, you don’t think only about the profit you are going to make immediate. You have to think about the exposure your website and/or business is getting too. In some cases, you might not notice an immediate return on investment because the people who click through might be looking for service providers and are just researching the web.
With search engine marketing, it’s very likely that people who clicked your ad are interested in offer. Nevertheless, this is an opportunity to review your ad copy and change non-performing keywords. It is a good idea to have some responses and understand how people heard about your company, and respond to your offer; especially when they opt to use your services.
#6. You Can Make Money Online by using PPC on your Website
Most affiliate marketing programs only pay when a sale is made or a deal is delivered after a visitor might have clicked through a website. If you own a website with good content, products and/or site traffic; you can integrate Google Adsense which incorporate PPC ads into your affiliate marketing program.
It’s easier to earn money online with your site by integrating Google AdSense ppc campaigns than other affiliate programs. This way, you will be making profit based on the clicks your site visitor made on other advertiser’s ad displays.
The Google’s ppc marketing platform usually have easy-to-use affiliate tools that can be integrated into your website. Some of these common tools are search boxes, banner ads, text links and some 404-error pages.
Wrapping up: How Pay-Per-Click Advertising Can Promote Your Business
Abbakin is a ppc advertising management company in Lagos, Nigeria. If you need help advertising your business via Google Pay Per Click Advertising, Facebook Advertising, Twitter Advertising, and Search Engine Optimizations, and win better positions for your ads without having to pay more money, then get in touch with us here.
As a digital marketing agency in Nigeria that specialize in paid search advertising and search marketing campaigns, we monitor conversion rates, ad group strategies, audience targeting and conversion tracking; conduct effective PPC keyword research, write ad copy that people will click on, and structure your SEM campaigns on Google AdWords, Bing Ads, Yahoo or another search engines. You can choose among the list of popular websites you wish your ads to appear on, get updates on how many people that saw and clicked your ad, the customers locations, and the time they viewed your PPC ads.
Pay-per-click marketing is an auction pricing format and your competition is based upon demand and value that can place your ad properly on the top of search engine result page, SERP. As with any online advertising campaign, you shouldn’t base your entire strategy on only one component. Hence, pay-per-click advertising should be part of your company’s comprehensive marketing plan; which will includes social media marketing, online blog posting and content marketing.
Preventing adverts from appearing to irrelevant searches make sure that only your ideal customer sees your ads. You can also add a non-converting terms or negative keywords, long trial keywords to improve campaign advantage, relevancy and reduce wasted cost. You can increase the relevance of keywords on ads copy, usefulness of your landing pages; and slit-test content and combinations of words and messages so as to increase channel engagements and conversions. More often, the simplest, briefest version of your webpage could be the most effective tool.
The good thing about pay-per-click advertising is that traffics you get will be targeted to your website since you are controlling the search terms by choosing the right ad keywords. Again, Search Engine Optimization, SEO and interaction with the visitors to your website using diverse communication channels are also important when you are executing your overall internet advertising strategy.
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