If used the right way, PPC is a powerful form of digital marketing. PPC can help your business develop, bring more traffic, and increase the website rating. However, there are also some downsides to it. To use PPC in the best possible ways, let’s do a quick analysis of its best features.
How does PPC work?
Pay-Per-Click is a form of paid online marketing. You place various ads in strategic places on the internet and pay the PPC company whenever a user clicks on an ad. This means that there are no expenses unless someone actually clicks on your ad, which is what you want.
To further explain PPC, we need to talk about two other terms:
- CPC: Cost-Per-Click is the fee you pay for each click. The cost varies, and it depends on the quality of the ad and the location. The cheapest ads go for just a few pennies per click, while the average cost is between $1 and $2. The highest fee you can pay per click is around $50.
- CPM: Cost-Per-Impressions is a different fee you pay for every 1000 times your ad is displayed, even if no one clicked on it. This form of advertising can only be applied to display and video ads.
As you can see, you can choose whether to use CPC or CPM strategy.
Why is PPC so popular?
The main reason why PPC is so popular and effective is that you can choose your target audience. If you are struggling with niche marketing and cannot target a small group of people interested in your products, you can use PPC. It allows you to define your targeted audience by analyzing age, gender, interests, language, and devices they use.
A word of caution
Out of every one thousand views of an ad, less than 5% of people decide to click on it. On average, out of one hundred people that click on an ad, only two will convert to customers. When we look at the statistics, the numbers do not look good. However, that is how PPC works.
This is very important to mention because you must calculate your investment in PPC advertising. If you spend more than you are earning, your business will be at a loss.
With that in mind, you need to learn how to measure ROI on your SEO efforts, both paid and free. You need to know how much money is spent on advertising, and what the income is. This is a crucial part of any paid advertising strategy because it helps you control your expenses.
PPC allows you to retarget
Since we did mention how not all people that click on an ad convert to customers, it is important to say that PPC does support retargeting. When an ad is displayed to a viewer that does not click on it, retargeting makes it possible to remind that viewer by showing the ad again.
This is a widespread strategy that works well with paid advertising. As an example, someone who searches for beauty products will see beauty product ads all the time. That substantially increases the chances of converting to a customer at one point.
PPC advertising is easy to track
Traditional SEO that brings organic traffic takes a lot of time. It is also more difficult to track because there are so many factors that affect it.
With PPC advertising, tracking is as easy as pie. And PPC works as a switch. You will see results as soon as you start to use it.
You can monitor ad clicks and visits through a tracking dashboard and also manage your finances. This makes it easy to tweak your PPC strategy and control overspending. You can immediately see if the strategy works or not.
Can PPC help your business by providing a quick increase in traffic?
Yes, it can. All startup companies struggle with traffic at the beginning. Finding customers always takes time. PPC advertising is a fantastic boost that will give your business exposure right from the start.
Even though strategies that provide organic traffic come cost-free, they often require a lot more time. If you are just starting, not selling immediately will cause more expenses than profit. With that in mind, it is better to spend some money on advertising and start making a profit right away.
Are there any downsides to PPC advertising?
The biggest downside is that you can lose money if you don’t optimize your advertising expenses. You need to be mindful of how much you are spending vs. how much you are earning in return. If you start getting a lot of clicks but not that many sales, you will end up spending a lot of money without getting any profit. That’s where you need to balance your expenses.
How to manage all the little nuances of PPC advertising?
If this is your first time using PPC, it is a good idea to seek professional help. Ask experts for advice about managing PPC advertising, and let them create a PPC plan of action.
This is a much better approach for startups, especially if you are entirely unfamiliar with this topic. A professional will be there to help with the setup, teach you all about how PPC works, and take care of all the difficulties for you.
Always use a mix of PPC advertising and other strategies
Can PPC help your business if that is all you are using? A short answer would be no. While we agree that this is an excellent strategy to increase website traffic quickly, it should not be your only choice. PPC best works when combined with other techniques that boost organic traffic. It is a good approach that will give you a head start, but you should not rely on it to support your business 100%. Use it as a support strategy, and your business will improve much faster.