While many online based businesses are already familiar with PPC (pay per click) advertising and its many virtues, it’s still surprising how many smaller brick-and-mortar businesses either have never heard of it or don’t use it as a marketing tool.
Some might be disillusioned by online marketing altogether while others might not be able to see the benefits for their business. But pay per click has many advantages over other advertising methods and could work wonders for your small business. In this article, we’re going to give you the fundamentals of PPC marketing and how it could benefit your small business.
What is Pay-Per-Click Advertising
The way pay-per-click works is simple. First, advertisers bid on keywords or keyword phrases that people interested in their products, brand or service might type when conducting searches on search engines. Advertisers can then create a custom ad that will be displayed on the sponsored search section on search engines. Every time someone clicks, they will be charged the amount they bid on the term.
However, you won’t have to pay a single cent if someone sees your ad and doesn’t click on it. This is what makes PPC so powerful; it allows you to pay for results only, contrary to methods like email marketing or display marketing that will charge you whether you get a click through or not. And how your ad is positioned will depend on how much you bid on the particular word; so, if you want to get to the top position or near, you can pay top dollar and have your ad displayed above everyone else’s.
Now let’s look at some of the benefits PPC has to offer.
Laser Targeted Results
One of the greatest advantages of PPC is how targeted the leads are. You can input phrases and keywords that clearly display buying intention and use them to get better results. You can target certain demographics, geographical locations or juggle ads depending on the search terms. Facebook ads offer even more advanced options like targeting audiences based on age and gender, profile status, education, groups or interests, or even hobbies or favorite entertainment.
Incredibly Fast Results
PPC is one of the only online advertising methods that allow you to create your account, create your ad, bid on your keywords and have your ads displayed literally in minutes. When it comes to any form of marketing, no other channel allows you to reach qualified leads this fast.
Another great reason to opt for PPC is that it offers a great return on investment. You can start slowly with a small budget and start doing some split testing. You could even start building a list of poor performing domains or underperforming keywords using a tool like Ad Watcher. Once you start getting a hang of what works and what doesn’t, you can start investing more and more in your campaign and closely monitor your ROI. This is easily one of the most measurable marketing methods you can find as well, making tracking ROI very simple.
PPC is easily one of the most powerful marketing methods for any business, big or small. If you haven’t still reaped the benefits pay-per-click has to offer, we sincerely hope you give it a second look and see how it could help your business.