7th June 2021
Being smart about Pay-Per-Click advertising could give you the upper hand to take your business to the next level.
As the business landscape comes to rely more and more on digital marketing, PPC advertising is becoming increasingly popular for businesses across all industries. Tools like Google AdWords are being used by brands to expand their audience and increase their revenue.
If you’re considering targeted PPC for your business, it’s important you understand how to use it right. Getting to grips with the benefits of PPC can provide you with the knowledge you need to make the most of your campaign . . . and not throw money away needlessly.
With that in mind, here are six reasons why e-commerce businesses should be using targeted PPC campaigns.
With PPC you can reach people searching for a business like yours
PPC is a clear way to open up your business to an entirely new audience. AdWords gives you access to Google’s huge userbase, allowing you to direct people to your website when they are searching for services that you could provide.
This is the definition of a win-win situation. Not only does it help you expand your horizons, but it also helps people find a business with the services they need. PPC acts as the bridge that brings two problems together to create a solution.
Create targeted advertising
With PPC, you can make your audience as niche as you like. In fact, keeping it too broad is more likely to waste clicks (and therefore cash), whereas using more specific terms can be highly effective. This means customising timeframes and customers, tailoring your ads according to what people are searching for and directing them towards your product or service offering.
This gives you the best chance of converting a search into a sale. It’s worth taking the time to research the keywords that will get you the best results and be aware that there will always be an element of testing in those first few months to establish which terms work and which are less effective.
Right people, right time
By being smart with PPC, you can help to ensure that you are not only reaching the right audience, but you’re also marketing to them at the right point in the buying cycle.
The advantage of employing an expert who specialises in monitoring and managing PPC campaigns is that you can regularly assess how trends are changing and interests are shifting. This might mean that you use some terms on a seasonal or intermittent basis, while other terms remain on your target list all year round.
Through targeted PPC, you can measure exactly how much of a return your investment is providing. That way, you know exactly what you’re getting out of your ads. PPC lets you measure the impressions you’re getting and the number of clicks, letting you compare this to your sales and revenue.
While so many traditional marketing activities can not demonstrate a clear return on investment, PPC generates clear and accurate data.
Gain exposure for your brand
PPC lets you shout about your brand with people who would otherwise have no idea that your business exists. You can take the top spot on search results so that anyone looking for services similar to yours will immediately be met with your business.
While SEO is important for long-term visibility, targeted PPC gives you the push your business needs right now – with the ability to switch campaigns on and off at will. Almost immediately, your business can appear in search results, and you can see returns from your efforts in just a few days or even hours.
You only pay when people spend
As the name suggests, you only pay out for PPC when someone clicks on your ad. Because people who come across your ad are likely to already be interested in your services, paying when they click is usually worth the cost.
You can also limit your daily ad spend, so you won’t receive any unexpected bills. You can access AdWords data and see how much of your budget is being spent, allowing you to make adjustments.