Why Utilizing PPC Media is Key for Your Business
If you want to grow your business, increase brand recognition, and get a great ROI from your marketing dollars, then PPC media is a great way to go.
As agency people, we are in the business day to day and sometimes have to remind ourselves that our terminology is not always understood or known. Once in a while, we have to take a step back from our work in digital marketing and start at the beginning. So…
What is PPC media? It’s a marketing tool called pay per click (PPC) that allows a business to advertise digitally and only pay for that ad when someone clicks on it.
This simple tool allows you to reach your audience and specify your investment only into your customer leads, or people that are actually interested in your business enough to click on your ad.
This advertising method is so popular, in fact, that more than 96% of Google’s total revenue comes from paid digital advertising. All that money spent means it works, but it also means there’s a lot of competition out there so you have to do it right.
In this article, we’re breaking down the benefits of great PPC media and how you can use PPC media to increase your bottom line.
Why PPC Media Is So Valuable and How to Make the Most of It
PPC media is a great way to cast a wide net for free, (minus the cost of design), and only pay for the fish you catch.
If you want your business to succeed, you can’t just rely on a quality product. You have to seek out customers and convince them that your product is better than the competitions. In some cases, you just have to get there before the competition. Here’s how.
1. It’s Simple
The world of digital marketing is complicated and can be intimidating.
Many other content marketing strategies can require a lot of time and effort before the results of increased traffic and more sales are seen. Plus, these results can be very hard to track.
Thankfully, this is not the case when it comes to PPC media. Especially when you find a great PPC agency to get you ten steps ahead with their years of experience.
With PPC, you have the ability to target the exact customers you want, through the use of specific keywords.
It’s a very simple system with easy to track results. This will provide you with valuable data that can help you get to know your target customers and market to them most successfully.
Since you agree on a set price for each person that clicks, the goal is clear. To profit, you must bring in higher sales dollars per click than you are spending, even though not all of those customers will convert.
2. It’s Worthwhile
PPC’s outdated step-sister, CPM (cost per impression) would charge advertisers per view, rather than per click.
That just means the ad loaded on the site they were viewing. They might not have even looked at it!
With PPC, you know you’re getting your money’s worth because you only pay when customers engage with your ad by clicking on it.
This means less money wasted and it puts you a step ahead in the sales funnel.
Your goal is to draw in customers and then seal the deal by providing an excellent customer experience on the page they click through to.
3. Pinpoint Your Customer Base
The digital age has brought advertisers more information about their customers than ever before.
Think, for a moment, about the pre-internet world.
If you wanted to advertise your guitar lesson business, you would be wise to post a flyer in a coffee shop with a popular open mic night.
Hopefully, the inspired audience members would notice your flyer while waiting for the bathroom, take a tab, and call you up to learn! This might reach a handful of customers a month and bring in healthy business for you.
In this digitally dominated age, now those “flyers” can be posted on hundreds of places where your client base might gather.
You can find these “coffee shops” through social media interest pages, keyword searches, and even more specific criteria such as time of day, proximity, and type of device they are using.
4. Specific Targeting Options
Expanding further on #3, let’s talk for a moment about keywords.
With PPC media, you have a lot of control over how your keyword targeting works. With Google AdWords, specifically, you can optimize your PPC media for broad match, phrase match, and exact match keywords.
- Broad match keywords will display your ad for any combination or order of the keywords you choose, plus misspellings, synonyms, and similar searches.
For example, if your broad match keywords are “noise canceling headphones,” alternate search words such as “sound proof headphones” or “headphones with noise cancel” will still trigger your ad to show up.
Phrase match keywords will display your ad for any searches that include that specific phrase, even if there are additional words before or after.
This means the ad will show up so long as your chosen phrase or a similar variation of that phrase is included in the search. For example, if your keyword is “women’s running shoes” the ad will display for a “buy women’s running shoes.” It won’t show up, however, for a “women’s shoes” search since one word in the phrase is missing.
Exact match keywords are just what they say: exact. The ad will only display for searches that match those keywords exactly or are a close variation with the same meaning.
Exact keywords are perfect for your business name to ensure customers can find your site when they search it.
5. Free Brand Recognition
You may have heard that it takes 7 touches to reach a customer. This is called the Rule of 7, and it refers to the fact that it takes several exposures for a customer to recognize your brand as an authority.
PPC media is beneficial not just when clicked, but also for building brand awareness and recognition within your specifically targeted customer base.
For this reason, the displays that don’t generate a click are not wasteful in any way. They don’t cost you, and they are even benefitting you if you have excellently designed PPC campaigns.
There You Have It!
Fanatically Digital is here to help you with all of your digital marketing needs.
Questions? Contact us and we’ll be happy to help.