Is PPC advertising worth it?

One of the most common questions business owners asks is; Is PPC advertising worth it? Many marketers would answer this with a definitive yes. However, others would argue that there are other, more imaginative ways to spend your money.

In this article, we will discover whether paid search is for you and how to optimise your PPC campaigns.

Why is it called PPC Advertising?
What are PPC landing pages?
How to find your potential customers with PPC marketing?
Is PPC advertising worth it?

Why is it called PPC Advertising?

PPC is an acronym, and it stands for Pay Per Click. It refers to the business model that online providers use (search engines and social media). You only need to pay when someone clicks on your ad.

There are several ad platforms your business can benefit from depending on your business goals and target audience.

We can divide the ad platforms into two main categories: Search engines and social media platforms.

The most prominent search engine is Google, where you can see the ads right above and below the organic results.

Google Ads (formerly known as Google AdWords) offers several types of ad formats, such as display ads, search ads, dynamic ads etc.

Microsoft Bing is the second most used search engine in the UK. They are providing the same search marketing business model just like Google.

Advertising on these two search engines is often referred to as SEM (search engine marketing).

Social media advertising is different in that we are not only paying for clicks but also for impressions. In terms of targeting, while search ads use keywords, social media ads mainly focus on demographic data and personal preferences.

The main advantage of pay-per-click ads is; You can advertise to those already searching for your products and services. Ultimately this is what we all want - To drive qualified leads to our website.

What are PPC landing pages?

PPC landing pages are dedicated sites specially created to serve one function; convince your visitors to take valuable actions. Due to the nature of these sites, conversion rates are 9.7% higher than homepages.

An advertising site is quite similar to a virtual demonstration. You can reflect your products’ and services’ main advantages and write messages to several segments.

How to find your potential customers with PPC marketing?

We need to discuss the most critical question of PPC works; Why is PPC advertising worth it? Text ads offer quick connections between you and your potential clients. By providing a solution to your consumer’s issues, you increase the chance of driving traffic from the search engine results page.

Below you can find five tips from us on how you can find potential clients with PPC:

- Know the reason why you are advertising. What exactly would you like to achieve with your ad campaign? Would you like to deliver sales, increase awareness of your brand or look for more people to sign-up?

- Create your buyer persona. Use real-life data to generate a fictional character that resonates with your ideal customer. If you understand your target audience, it will be easier to convey your message by adjusting your language to their needs. Compelling ad copy will increase the click-through rate and decrease your cost per click.

- Listen, rather than always communicate. The best way to find out what your prospects are after is by listening to them on different channels (forums, social media etc.).

- Quality is worth more than quantity. Choose the KPIs (Key Performance Indicators) that are most important for your business.

- Use Google Analytics to measure your ads’ performance. You can find valuable information about the people who are converting on your site, such as demographic and social-economic characteristics. Some directories also share consumer behaviour if you create a profile.