What is PPC?
Pay-per-click (PPC) is the process of using text advertising to drive consumer traffic to a company’s web page, or landing page. The cost for paid search advertising is determined by how many times the ad has been “clicked” by different users. Once the consumer gets redirected to the landing page, the company can measure several statistics that will give them great insight into customer acquisition, behavior, and conversion.
Why is it important?
Pay-per-click advertising is great for companies that want to be at the very top of search results for a particular word or phrase. PPC allows them to target consumers in a very detailed and specific manner. It also allows companies the ability to gather data on different consumer behaviors as they relate to the buying funnel. Pay-Per-Click allows smaller businesses the opportunity to advertise with smaller budgets. Targeting is also much more accurate. PPC allows companies to test multiple versions of different ad campaigns to measure the success rate of each.
Pay-per-click is extremely effective for businesses with small budgets.
Businesses use PPC to target visitors at every stage of the buying process. By adding geography, time of day/night, and language, they are able to drill down to target their most qualified customers.
PPC allows you to test multiple messages in multiple markets.
There was a time when businesses needed to commit to the messages they were placing on brochures. And their distribution was limited by distance. Those days are over. PPC is a great way to test content and word combinations across a vast demographic. A business can quickly change their focus based on customer response, changing landscape, and overall effectiveness.
Results gathered from analytics will quickly point your marketing campaign in the right direction.
Perhaps the greatest advantage to PPC is being able to measure the results. By knowing what is working and when, businesses are able to change directions to ensure that the marketing campaign is exceeding all expectations.
Statistics outweigh opinion and emotion, which will keep you focused on more efficient marketing.
Every business owner has an opinion on what will make them busier. Sometimes they are right and sometimes they are wrong. The statistics gathered by pay-per-click marketing campaigns trump opinion, as well as emotion.
Is PPC right for every business?
There are a lot of factors that will help to determine if a pay-per-click marketing campaign is right for your business. Quite frankly, PPC isn’t a good fit for certain businesses. The expert staff at Frond Marketing will be happy to explain the pros and cons of successful paid search advertising.