I feel like this question has been asked for eons. “To PPC or not to PPC, that is the question.” Okay, maybe not that long, but it still feels like it’s been asked a lot. The truth is, the answer is easy: You should use PPC ads if you want them to work. It’s just that not all businesses are in a position to use PPC because they don’t understand how it works or what its benefits are for their business goals and marketing strategy. So let’s clear things up right now so you can get started with running an effective campaign!
It’s all about the customer. If PPC isn’t helping you improve your bottom line and bring in more revenue, it’s not worth the bother. But if you can find a way to use it that brings in more customers who buy from you (and don’t just click away), then yes, I would say PPC is worth it.
When to Consider PPC Advertising
The answer is simple: when you want to reach a specific group of people.
PPC advertising can be helpful if you’re trying to drive a large volume of traffic, but not necessarily sales, or if your goal is brand awareness.
If you don’t need to reach a particular audience (or if you’re well-funded) and just want to generate curiosity about your product, PPC may not be the best option for you.
Different Ad Types for Different Goals
Regarding the various ad types in AdWords, there are two big categories: search and non-search. The latter includes shopping ads, social ads, in-app ads, and more.
- Search ads—usually keyword text ads that appear at the top of search results—are what most companies focus on because they’re easy to set up. But don’t discount display ads like banners or video commercials. You can generate leads from them with remarketing lists for custom audiences that you create in Google Analytics or Google Ads (formerly known as DoubleClick).
- Remarketing is a powerful way to reach potential customers who’ve already visited your website but haven’t made a purchase yet. This type of targeting lets you show specific messages to them based on what they viewed or did while browsing around your site; for example, if someone looked at your pricing page but didn’t buy anything yet, remarketing will let you target him again with another offer or coupon code when he visits other websites online. This tactic works especially well if there’s more than one product option available so customers won’t feel pressured into making any decisions right away since they know how much cheaper it could be elsewhere online too!
Focus on the Benefits of PPC
The benefits of PPC are many, and here are just a few:
- It’s easy to scale. You can run PPC campaigns that target specific audiences, or you can experiment with different messaging and landing pages.
- It’s cost-effective. If your goal is to get results quickly, PPC is an excellent option because it allows you to test different tactics at a low cost without having to invest in other avenues of marketing at the same time.
- You can get quick results from PPC campaigns by targeting specific audiences who are interested in your products or services and running ads only when they’re open for business (or when they’re most likely to convert).
Pick a Price Point
- Define the problem before starting on a solution.
- Set goals that are ambitious, but realistic enough to achieve in 3-6 months.
- Don’t worry about what other people’s goals are, or compare yourself to them (unless they’re within your social circle and you don’t mind being judged by them).
PPC can be an effective marketing outlet if you know how to put it to work for your goals.
PPC is a powerful marketing tool that can be used for branding, awareness, lead generation, sales, and customer service. But like any good salesman will tell you: it’s not enough to simply know how to use your product—you have to know how to sell it.
Let’s start with some definitions. When most people think of PPC (pay-per-click) advertising they’re thinking about search engine optimization (SEO) driven by paid advertising. It’s a great way to get your name out there, but the real benefits of PPC don’t come from just being on top of the SERPs or having more clicks than anyone else—they come from knowing what you’re doing and putting it all together into a cohesive strategy that works best for your goals as an organization or business owner.
When it comes to PPC, there’s no one size fits all. There are many ways to use it, and some work better than others depending on your goals. If you want to get started with PPC advertising, we recommend taking a good look at the options available to you and deciding what might be best for your business. In the end, it’s all about picking an ad type that will drive conversions—and those come from thinking about how people search for things online!