Although SEO is a long-term strategy, it’s still essential to have a PPC campaign in place. This will help you reach your customer base and make sales in the short term.
Pay Per Click (PPC) advertising is cost-efficient to drive targeted traffic to your website. It’s also known as Search Engine Marketing or SEM. Even though Google AdWords and other PPC strategies are easy to set up, many business owners still get it wrong.
The problem often lies with selecting the best keywords for your budget and understanding how the systems work. Furthermore, PPC ads are shown to the people who are already interested in the product or service that you’re offering. They’ll likely convert into customers because they’re showing interest by clicking on your ad.
If you understand how PPC works and what you need to do, it can effectively drive traffic to your site.
PPC ads are a great way to generate leads for your business. Here are some facts about PPC ads that you should know.
Paid ads typically get 65 percent clicks in searches with high commercial intent. In such searches, people are looking for a solution to a problem and are ready to buy it. For example, when someone searches for an “electric bike,” they are prepared to buy it already.
PPC ads lead to conversion rates six times higher than organic search results. A 2013 study showed that paid ads receive about 65 percent of clicks in the top four ad positions, compared to 35 percent for organic listings.
The best part about PPC is that it’s easy to measure the effectiveness of your campaign so you can see what’s working and what isn’t — all in real-time.
Unlike traditional advertising methods, you can track almost every aspect of your pay-per-click campaigns, including how much you are paying per click.
According to iProspect, paid ads are responsible for 80 percent of search-driven revenue and 44 percent of total revenue for its client base.
When you run campaigns that target specific keywords and phrases related to your business, you increase the chances of reaching your potential customers who are ready to buy your products or services.
This leads to higher conversion rates compared to organic traffic that may not be looking for what you have to offer.
Study after study shows that consumers use search engines not just to find companies online but also to find them offline (think phone numbers and directions). However, the most recent research puts hard numbers on online search behavior.
Google reports that half of all mobile searches have local intent. At the same time, comScore found that 50 percent of consumers who conduct a local search on their smartphones visit a store within one day — and 34 percent who searched on computer/tablet did the same.
A study by Google found that 81% of people said they have searched for or researched a product or service online as a result of seeing it in a PPC ad.
This is proof that PPC ads do work. PPC ads can increase brand awareness. Most people only click on Google ads when they’re actively seeking out a product or service.
By creating relevant PPC campaigns, you can increase your brand visibility and remind potential customers about your business when they’re most interested in what you have to offer.
PPC ads can boost your sales. Since PPC ads target people actively looking for what you’re offering, they are much more likely to convert than display or social media ads.
PPC ads can help you attract more visitors to your website. Using the right keywords in your ad text will allow you to reach people searching for products or services related to yours. This increases the likelihood that these people will click on your ad and visit your website.
The click-through rate (CTR) is the number of people who click on your ad divided by the total number of people who see it. If you have a high CTR, Google will charge you less per click.
This is because Google wants its search engine results pages (SERPs) to be full of relevant ads, so users keep coming back. The higher your ad’s quality score, the less Google will charge you per click.
This means that if you’re running a PPC campaign with a low CTR, it can be costly for you in the long run. Try writing better ad copy and using more targeted keywords in your content to improve your CTR. Also, try using different landing pages for each keyword, so you don’t just send people to your homepage every time they click an ad.
Paid search ads are more likely to be clicked on than unpaid, organic search results. Therefore, Google charges less for each click when the ad is paid.
You have full control over where your ads appear and what keywords trigger them. With AdWords, for example, you have complete control over which keywords cause your ads to show up and where in the world those ads will display (geotargeting).
This allows you to make highly targeted campaigns that reach people specifically interested in that product.
PPC ads are all about the keywords—the words or phrases people type into search engines when looking for information. Keywords influence the quality score of your ads, so choosing the right keywords is crucial if you want your PPC campaigns to be successful.
The more targeted the keyword, the higher the quality score will be. The higher the quality score is, the lower cost-per-click you’ll pay as well as better ad positions in search engine results pages (SERPs). Choose the keywords that are most relevant to your business.
There is a reason why the top three paid ads get 41% more clicks than organic search results: The top paid ads are considered more trustworthy and relevant to consumers’ searches. They also provide more space for additional information about the business.
PPC ads make it easy to target your ideal customer. Google lets you choose from a staggering number of options when setting up your PPC campaign. You can choose what time of day you want your ad to run, which days of the week you want your ad to run on, and how much you’re willing to pay for each click on your ad. If that’s not enough, you can also use remarketing to show ads to people who have previously visited your site.
The first ad position earns almost double the clicks of the second position, so you need to win that top spot if you want to get your message across to as many people as possible.
Negative keywords prevent your ads from being shown for searches on irrelevant terms. For example, if your business sells formal shoes for men, you wouldn’t want your ad to show up when someone searches for “sneakers.” Instead, you’d use “sneakers” as a negative keyword.
Many people use AdBlocker software which means they do not see PPC ads.
Poor quality traffic can result in a high bounce rate which will negatively impact your Google Analytics data
You can improve your Google quality score by creating multiple ad groups with different and more specific keywords
The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.
The most expensive PPC ad is for the term “insurance” and business services at an average cost of $54.91 per click.
46% of searches on Google are for local services and products, with 18% of those resulting in a purchase within a day.
Bing Ads controls 31% of U.S search advertising market share, which is second only to Google AdWords which has 74%.
17% of adults spend more than one hour per day on social media sites – that’s a lot of potential eyes on your PPC ads!
All the major search engines offer PPC advertising services.
PPC ads can be more effective than SEO because they offer immediate results.
Paid listings, or PPC advertising, appear above or alongside organic listings and provide an opportunity for companies to advertise directly to potential customers.
1/3 of all clicks on Google go to the first result on the SERP (Search Engine Results Page).
Bidding on competitor brand names is a common practice for PPC advertisers, especially in the retail space. For example, if someone searches for “Nike shoes” your ad might appear even if you don’t sell Nike products.
As of 2008, Google AdWords was estimated to have a 97% market share in the UK.
PPC ads can be a great way to get traffic to your site in just a day or two. However, if you bid too much for your keywords, your PPC campaign can become very expensive!
Yahoo! search marketing pioneered the PPC advertising model, and Google grew by offering improvements to it.
One of the most famous examples of an effective PPC ad campaign was President Obama’s 2008 presidential campaign which raised over $500 million online using customized landing page.
Paid search is a vital tool in the eCommerce marketing arsenal. It can help grow your business by attracting new customers, increasing site traffic and sales, and helping you find new customers that are looking for exactly what you offer.
It’s difficult to imagine any small business surviving without a website and a robust online presence these days. Every small business needs a website — even if it’s just a landing page with contact information — but more than that, every business needs to be found online.
PPC ads can be highly effective for eCommerce entrepreneurs as long as you know what you’re doing. For more detail click here