PPC (pay-per-click) marketing is a type of paid advertising. You can place your ad on Search Engine Result Pages (SERPs) and pay a set fee each time someone clicks on the link. As such, campaigns that run on search engines are classified as Search Engine Marketing (SEM). Google is one of the most popular hosting platforms, with Microsoft Bing a close second.
A well-executed PPC campaign can boost sales, raise brand awareness, generate leads, and help with other important objectives. Here are some statistics to back up its significance.
24% of marketers said they used paid advertising to boost sales.
33% of marketers said they used paid advertising to increase brand awareness.
79% of marketers said they used paid advertising for lead generation.
When asked about their overall marketing strategy, 68% of the marketers polled said PPC campaigns were "very important" or "extremely important." This could be because PPC campaigns not only benefit marketers but also improve the shopping experience of customers. Indeed, 33% of buyers said they click on a paid ad because it simplifies their search.
What is the process of running a PPC marketing campaign?
PPC campaigns are a type of Search Engine Marketing that rely on keywords. When a new slot on a SERP becomes available, the search engine holds an auction for a specific keyword. Bid amount, keyword placement and usage, ad quality, and other factors all influence whether or not your ad appears at the top.
Keyword stuffing, as with SEO, does not bode well for PPC campaigns. Only when you use keywords correctly and your ad justifies search intent will your ad rank at the top.
Advantages of PPC marketing campaigns
1. Keep spending under control
In a PPC campaign, you know how much you're going to pay on each click ahead of time, and you can decide whether or not it fits your budget. Simply said, it saves money in two ways. To begin with, you just pay when someone clicks on the ad. Second, only visitors who are interested in the ad click on it. Because they are already warm, converting them needs less labor and expense.
Furthermore, PPC marketing offers you a variable budget, allowing you to make modifications as needed along the route. Furthermore, you can pause the campaign after your targeted business goal has been met.
2. Take pleasure in algorithm-independent outcomes.
A minor change in the SERP algorithm might result in a substantial shift in ranking for content marketing and SEO campaigns. This is not the case with PPC marketing. Your campaign's success is also not defined solely by your website or landing page. This is not to argue that you should ignore these two factors. Depending on your goals, they can improve the effectiveness of your PPC ads.
3. Get instant results
Organic traffic-focused digital marketing strategies may take many weeks to produce results. In comparison, optimized PPC strategies produce results almost immediately. It is especially advantageous for newly established firms. Despite the fact that you are a new organization, you can launch your campaign and be at the top of the SERPs in no time.
4. Boost SEO efforts
PPC ads can be used to augment and assist your SEO strategy. Here's how it's done: When it comes to SEO, determining which organic keywords perform and which do not takes time. That is not the case with paid advertisements. You can immediately get a feel of keyword targeting and determine which ones are most effective at driving traffic. You can improve your SEO campaigns with this knowledge.
5. Increase revenue
PPC campaigns, regardless of sector or size, can increase a company's income. In fact, 74% of the brands polled agreed. They stated that PPC was a major engine for their company. With the correct strategies, your organization can capitalize on this opportunity.
Pay Per Click Advertising Types
Paid Search: The most frequent sort of PPC marketing and the one we've explored thus far is paid search. You buy keywords and write brief ad copy for this type of marketing, and the platform/publisher places your advertisements where it thinks they will get the most attention.
Programmatic: Programmatic advertising is a sophisticated marketing approach that can help you contact highly focused customers. Essentially, your ad shows on sites where a person from your specified target audience visits through an automated, real-time bidding process based on parameters that you've pre-set. This is unquestionably a digital marketing 401 tool, not an entry-level tool, but it may be quite effective and cost-effective for products with a very restricted, highly focused audience.
Display: You've probably noticed the advertising that display at the bottom and on signs of websites while you're browsing. These are display advertising that are programmed to appear to people whose surfing habits match those of your target demographic.
Social Media Advertising: Paying for your ads to display in the news feeds of targeted members on sites such as Facebook and others is what social media advertising entails. These are the "sponsored advertisements" that you see on social media. Such advertisements can be highly effective. Obviously, the channels you select are determined by your product and target demographic.
Retargeting: Have you ever gone shopping for a new coat only to see coat adverts for the next two weeks? That is an instance of retargeting. This type of PPC advertising looks for consumers who have recently shopped for comparable things or visited similar websites as yours and displays your ad to them.