10 Reasons Why You Need PPC
We talk to so many prospective clients who seem mostly unconcerned with PPC.
Maybe they’ve been burned by it before and have dismissed it as ineffective. Maybe they don’t really know what it is and they’re confused by it. Maybe they’re scared because it requires significant attention and investment (which is partially true). Maybe they just don’t think it’s for them. We want to make it very clear – PPC (pay-per-click advertising) can benefit anybody. PPC would improve any for-profit business and most non-profits as well.
That’s a pretty bold statement. We stand by it. Because PPC is pretty much what we eat, sleep, and breathe, we’re incredibly passionate about it! Sometimes, though, we get bogged down by “the Curse of Knowledge” (from the book “Made to Stick” – an INCREDIBLE read, 10/10 would recommend). The Curse of Knowledge is basically learning so much about something that we forget that the average business owner doesn’t get it like we do.
So we’re taking this blog post to briefly explain how PPC works and give anyone who doesn’t do PPC (or is wondering why they should try it again after an agency mishandled their account) 10 reasons why PPC would be good for your business!
What is PPC, exactly?
PPC is pay-per-click advertising, or advertising on search engines such as Google and Bing. You only pay when someone clicks your ad (hence the name).
Here’s how it works: it’s a giant auction system. You bid on keywords that your customers would use if they were searching for you online. When you win the bid, you are shown first in search results (it’s been proven that the higher up your placement is, the more likely users are to visit your website).
Let’s say that you sell furniture. If someone searches for “leather couch”, you can bid on that keyword and arrange to show your ad to that user. If they click on it, they’re directed to your landing page, where you have the opportunity to convince them to convert.
PPC management is complex, but the concept is simple (and the right agency can do all of the complex stuff for you, anyway). But why is it necessary? Is it better than what you’re already doing to market your brand? Do you really need it? What are the benefits? Here are 10 (of the many) reasons why you need PPC to be a part of your marketing strategy.
1. Consumers are online
Welcome to the digital age!
In the days before the introduction of smart phones, flyers, billboards, and word-of-mouth were all enough to sustain a business’s influx of new customers, but the world has changed dramatically. Now, when people shop, they look online first. When they want an answer to their question, they Google it. When they are suspicious of a business, they look up reviews. They compare prices, online, contact businesses, online. Everything is digital. There are over 160 billion monthly searches on Google. 40% of store purchases begin online. About 50% pick up their smartphones first thing every morning. 76% of people who search for something nearby will visit a business within 24 hours. And there are multiple other statistics to prove that the way consumers consume has changed, and it has everything to do with technology (namely, the internet).
Note: Having a good website is great, but don’t think that just because you have a good website, that’s going to be enough to reach online customers. Your website is a sales tool. It’s not an advertising medium. There are billions of websites on the web; new customers aren’t going to be able to find your site if you don’t put it in front of them.
If you are not advertising online, you are missing out on customers that want the products and services you sell.
2. You can reach people who want you
Isn’t it nice when you don’t have to convince the customer they need what you have?
In PPC, you choose which keywords you want to bid on. It’s not like running ads on social media, where users might be annoyed that you’re interrupting their scroll. You don’t just have random people searching for unrelated things, clicking on your ads, and wasting your money. The people you’re targeting (serving your ads to) are already searching for what you have to offer. They’re already in-market! In a very real sense, you’re bringing your customers to you at the exact times when they’re highly likely to convert, so you don’t have to work as hard to sell them.
3. You can reach the right people
Besides just being able to reach the people who want you, you can choose the people that you want.
You can use more criteria than just search terms to filter your traffic. You can filter by location, age range, gender, income, and parental status. You can choose to show ads to only people who have previously interacted with your brand, or you can choose to show ads to people interested in certain topics. If you sell a niche product, you can tailor your audience. You decide who sees your ad!
4. You can send people where you want them to go
More control = better results
If customers only find your website organically, they may land on the home page, which may be too general, or on a page that you didn’t intend for them to see that’s totally irrelevant to their search. Go back to the furniture example. If someone types in “leather couch” and sees your website in organic results (unpaid listings, below the PPC ad spots), they may click on it just to get to your home page, where you may have a beautiful shot of your store that doesn’t include leather couches that they can see. So they might leave (sure you have a page dedicated to leather couches, but they may not have the patience to search for it). However, with PPC, you can show them an ad for “affordable, quality leather couches” that links to a landing page built specifically for leather couches only. Which method do you think is more likely to lead to a conversion?
5. Get immediate results
Don’t wait to make money
SEO (search engine optimization) is the process of constantly working on and improving your website so that search engines see you as a valuable resource and show you to customers organically, without you having to pay for clicks. So many business owners hear more about SEO than PPC. The thing is that SEO takes time. It can take years for you to rank naturally. But PPC starts working immediately; you don’t have to earn it, you just have to pay for it. The first day you begin running a PPC campaign, you can start getting clicks and leads.
6. Increase Brand Awareness
Be everywhere at once
If you’re already familiar with SEO, and have a good SEO ranking, great! PPC can still work for you (and we still recommend it). The more times users see your brand, the more likely they are to click on your ad and consider your product or service. When you run ads, you increase the chances that someone will come into contact with your brand.
7. Track & Analyze Performance
Know what your money is actually doing in real time
PPC gives you exact data on how well your ads are working. If you put up a billboard or flyer, you wouldn’t know how many people are seeing it or who they were. If you put out a radio or TV ad, you might have an estimate of how many people watched, but you don’t know who they were or exactly how many of them heard/saw it. When you run a Google or Microsoft (Bing) ad, you have an entire interface showing you who clicked on it, when they clicked it, what they did after they clicked it, etc. You can see what’s working and what’s not and make adjustments based on solid data. You don’t have to guess!
8. It’s aggressive
You can stay in your customers’ faces to increase the chances of them converting
Have you ever visited a website, and then hours later seen an advertisement for them on your Facebook feed? Kind of creepy, maybe, but proven totally effective – and PPC allows you to do that! It’s called remarketing. A pixel is installed on your website, and follows the customer around as they browse the internet. You can control how persistent remarketing ads are….but know that users rarely convert on a first pass, so if you don’t reconnect with them, they’re probably going to forget about you. Also, remarketing PPC ads are super cheap. So, bonus.
8. It gets you more bang for your buck
We would not be writing this blog post if PPC wasn’t a financially smart move
You can control your budget, control your audience, and control relevance. PPC really does work, not because it just gets you more clicks, but because if you steward it well, it gets you more money. You get a way higher return on your investment, partially because you have so much control and partially because you can see the data and eliminate keywords, ads, ad groups, or campaigns that aren’t producing revenue.
10. Your competitors are doing it!
You need to keep up
PPC works, for reasons we’ve elaborated on. Your competitors know this, so they’re running PPC ads. We’re not saying be copycats, but we are saying that if they’re doing it, it’s producing results for them. And they’re reaching customers you aren’t. You at least should be doing what they’re doing, and then do it better – that’s why we recommend hiring an experienced, elite PPC agency that can help you increase your ROI!
Empirical360 is a Google Premier Partner, meaning Google recognizes us as one of the leading PPC agencies in the world. We have managed over $1 million dollars in ad spend, and we have produced millions more for our clients through PPC! We know it works and we would love to show you exactly how it can work for your business. Get in touch with us if you are interested in partnering with us to grow your business!
Shea Duncan - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!