Google Search and social media platforms clearly dominate the user attention space, and PPC marketing is a super effective way to share in it.
Let’s look at just 5 of its impressive benefits:
1. Targets users with intent
The best time to target potential customers or clients is when they’re actively looking for your product or service, and what better way to reach them than by carefully selecting keywords and search terms to appear under.
2. Landing page optimisation
PPC allows you to optimise your marketing strategy with a data-driven approach, rather than old-fashioned guesswork.
A/B or Split Testing landing pages are easier than ever thanks to industry-leading tools like Unbounce, Instapage and CrazyEgg.
These tools allow you to quickly make design changes and effectively track conversion performance, generating better results and ROI for your business.
3. Instant impact
PPC lets you test new markets, ads or creative ideas with traffic on demand. No waiting months for your SEO to kick in!
This lends itself to creating micro-sprints and employing lean marketing strategies where pivots may be required, in a manageable fashion.
Additional benefits include product launches, limited time offers, seasonal promos or newsworthy content, etc.
4. Geo-targeting
What works in one location may not work in another. Thanks to geo-targeting, testing is easy.
You can easily track conversion goals per region and reward leading markets with a greater share of your ad spend.
In PPC marketing, fine-tuning the small moving parts keeps the engine running smoothly. Every percentage increase improves your bottom line.
5. Potential to scale
Identifying new search term opportunities and locations to market in is a proven way to grow a business, and never before has it been easier to get real-world data, or launch and market a product.
PPC marketing is the perfect platform to test campaign experiments, as results are instant and CTAs can be effectively tracked.
The results from these experiments often times outperform your flagship campaigns, leading to new opportunities and market share.
PPC challenges
It’s true that when PPC marketing is implemented and professionally managed, it enjoys impressive revenue-generating results. It’s important, however, to remember that, it can also have negative ROI results.
Below are 3 challenges many businesses will face with PPC marketing.
1. Google AdRank
Improving your Google AdRank score allows you to get more value from your PPC marketing campaigns, but you’ll need a Google Ads certified professional to do so effectively.
Unless you’re familiar with the best-practices of account setup, ad management and conversion optimisation, you’re probably leaving money on the table.
Pro tip:
The #1 way to improve your Quality Score is to improve your Click Through Ratio (CTR) and Landing Page relevance.
Ads with high CTRs and strong landing page conversions are deemed more desirable and rewarded accordingly.
2. Conversion optimisation
To get the most out of your PPC marketing efforts, you need to optimise your ads and your landing pages. Improving conversions from view to clicks and then leads or sales, is the heart and soul of a successful PPC campaign.
You’ll need a good copywriter, UX Designer and Graphics Person to do so optimally.
Key areas to focus on are:
• Google Ads CTR
• Mobile optimised ads
• Unique landing pages
• Strategically placed CTAs
• AB/Split testing
3. Remarketing strategy
As you’re aware, the real ROI is in consistently getting your brand in front of the visitors most likely to make a purchase.
The large majority – as much as 90% – of new visitors are only browsing, so retargeting and reengaging these people to help sway their purchasing decisions, has a strong effect on your revenue earning potential.
For starters, you can do this with SMS or email campaigns. By consistently providing your users with the content of high value, you’ll build trust and loyalty over time, providing opportunities for continued business.
A sales funnel can be built to automate the process and data analysed to optimise goal completions.
As with all strategies this will take refinement, and require a combination of copywriting, graphic design, UX and marketing skills to manage effectively.
Conclusion
We believe that PPC marketing is the number #1 channel for traffic on demand.
The ability to target high-value keywords and create data-driven optimisation strategies drives traffic, improves conversion rates, and subsequently generates sales for your business.
If you’ve got money to spend, wouldn’t you want a highly-targeted PPC strategy that will deliver bankable returns without wasted ad spend?
