7 Powerful Benefits Of Using PPC Advertising

There are many compelling benefits of PPC advertising. Whether you’re trying to convince your boss or a client about the value of Google Ads (or Bing Ads), there’s a powerful case to be made. PPC can have a major – and positive – impact on most businesses and brands. If you aren’t doing any PPC marketing, you’re likely losing out on valuable traffic and revenue. Need to make the case for PPC advertising? Here are just seven powerful benefits of using PPC.

PPC CONTRIBUTES TO BUSINESS GOALS :- This is often the most compelling reason to use PPC advertising. PPC can help you achieve a vast number of business and marketing goals. These goals range from high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale. Nearly any type of conversion goal can be tracked. PPC is a powerful tool for aligning website traffic drivers to end-goals

PPC IS MEASURABLE & TRACKABLE :- A major benefit of PPC advertising run through Google Ads is that it’s easy to measure and track. Simply use the Google Ads tool in combination with Google Analytics. You’ll see high-level performance details including impressions, clicks, and conversions (based on the defined business goals). There’s no mystery to your PPC performance. Stats are readily available and show how your campaigns are performing and what kind of traffic and results they are driving for your budget. In other advertising and marketing channels, the picture isn’t as clear for attribution of the budget to direct results.

QUICK ENTRY :- Even if you’re a decade behind your competitors on jumping into PPC marketing, you can get up and running quickly with a little bit of optimization. This is often a big contrast to starting up SEO efforts, which often take a lot of time and attention to get the same type of positioning and traffic that Google Ads offers within minutes of launch. When compared to other channels like email and organic social, you have the advantage of targeting people outside of those who are already aware of your brand, and you aren’t limited to your existing followers or customer lists.

YOU’RE IN CONTROL :- While there are several nuances regarding default campaign settings, you ultimately have control over a wide range of options for how you reach potential customers. This starts with the keywords or placements you choose to target and how restrictive you want to be. You also have a lot of budget flexibility if you want to start small. You can set your own ad budget and bids, and choose what you’re willing to spend (though you have to pay at least close to a market rate to play in most cases). If you’re seeing positive results, you can scale up immediately. And if you want to take a break, you can always pause and stop your ad spend right away. This is hard to do with other ongoing marketing campaigns, giving you the advantage and budget flexibility to move quickly when necessary or desired. Google Ads’ auction and the algorithm involved has the final say as to where your ads will be positioned and what you’ll spend when compared to competitors. The alignment of relevance between your landing pages and the keywords and ad copy can hurt or help you.

PPC WORKS WELL WITH OTHER MARKETING CHANNELS :- Content marketing has taken over the digital marketing world and content plans and calendars are the norm in most businesses now. With the investment in producing original and unique content to support the customer buying cycle and establish thought leadership positioning, Google Ads is an engine that can drive visitors to content more quickly and improve the ROI on your content investment. PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience — the people using Google to find information, services, or products. The performance data of impressions, clicks, and conversions from Google Ads can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts.

INCREDIBLE TARGETING OPTIONS :- Many advertisers take a multi-layered approach in Google Ads to test and ensure full coverage across the networks and targeting types that can gain brand exposure. This ranges from targeting keywords through text ads, to running ads through remarketing based on their past behaviors, or focusing on specific audience demographics on the display network. By testing and trying out a mix, you can ensure the full scope of Google Ads is leveraged and that you’re getting as many impressions as possible while staying targeted to the personas in your prospective audience.

A WEALTH OF MARKETING DATA :- While there’s a lot of data and performance information directly available in Google Ads, the value of information gained goes beyond just PPC performance. Impression, click, and conversion data for each keyword can be used to advise SEO strategy and content marketing efforts. Beyond that, you can use the built-in keyword planner and display planner tools to find where your audience is. You can also cross-reference where your competition is through third-party tools like SpyFu, KeywordSpy, and iSpionage to build a solid profile of what you’re up against and what market share you can gain.

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