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Why Should My Business Run PPC Ads?

6 Benefits of PPC Advertising

What is PPC?

PPC (pay-per-click) advertising is a model of online advertising in which an advertiser pays a fee when an ad is clicked on. Google Search ads are one of the most common formats of PPC advertising, managed through the Google Ads (formerly AdWords) platform. Let’s explore some of the benefits of PPC ads and discuss how they can help your business reach it’s goals online and via your website…

1. Reach Your Customers At Exactly The Right Time

One of the biggest advantages of PPC ads and paid media advertising is that it allows you to specifically target keywords, websites and platforms with highly targeted and relevant ads to reach your desired audience. 

You are only charged when someone has taken action or seen your ad, making it a much more cost-effective way to advertise and reach your target audience, typically in a more intelligent and effective way. 

Advertising networks like Google, Bing and Facebook have access to huge audiences of potential customers who are proactively looking for information or are in the market for your businesses product or services. PPC visitors are 50% more likely to convert on your website than organic visitors (source: unbounce). 

PPC ads allow you to target only the audience you want to reach. For example, if you do not wish to reach people outside the town you operate in because your business only operates locally you can choose to target only a local audience of people. The same goes for other demographics and audience targeting. Perhaps you only wish to target people over a certain age or for your ads to be served when your customers are searching on smartphones. This is all possible within ad platforms such as Google, Facebook and Bing. 

2. Fast Results

Unlike other forms of online advertising, such as email marketing and SEO which can take much longer to scale up and see results when starting from scratch PPC can deliver results quickly. Online ads such as PPC and paid media campaigns have the potential to deliver results from day one. 

Even if your competitors have been running online advertising campaigns for years, PPC provides you with an opportunity to catch up with them quickly, provided you are ready to spend some time optimising and testing your campaigns. 

3. Increase Your Market Share

There are a wide range of options when it comes to PPC to capture market share and close the gap on your competitors, even if you are a small business. 

When you are running a PPC campaign you are essentially buying online market share, albeit for a search term or placement on a website or blog relevant to your business in order to reach new customers. So capturing market share from your competitors is just about making your ads more prominent than your competitors. There are a number of ways you can do this beyond just outbidding your competitors in terms of budget. Focusing on high-quality and relevant ads alongside regularly testing and optimisations will signal to Google that your ads should be the ads they show first to your desired audience. 

4. Increase Brand Awareness

Running PPC campaigns provides businesses with the opportunity to expose their brand to a large audience, who may not already be previously engaged or aware of your organisation. A Google study estimates that PPC helps to increase brand awareness by an average of 80%. One of the reasons for this is being due to the nature of search ads, like the ones on Google Ads. These ads are designed to reach people who are already in a highly receptive mindset, as often they are actively searching for information relating to your businesses products or services, so are a great way of increasing brand awareness at all stages of the buying process.

5. Measureable ROI

Unlike more traditional forms of advertising, such as TV, Radio and newspaper advertising, it’s very easy to attribute conversions on your website to PPC campaigns. Google Ads and Google Analytics provide a wealth of data to show you performance metrics for all of your campaigns. 

By taking the guesswork out of your campaign performance, it’s easy to understand how your campaigns are performing, and the ROI they are generating. These rich levels of data also help with optimisations and improvements, to increase ROI and get better value from your ads.

6. Flexible, Scalable and Fully Controllable

The Google Ads platform provides advertisers with lots of control of over their PPC campaigns. This starts with the keywords or placements you choose to target and how specific you wish to be with them. 

There is also a lot of flexibility to start small and scale your campaigns if you are working to a more modest budget initially. You can set your own ad budget, bids, and decide what you’re willing to spend, although to be competitive you may need to research the CPC’s and benchmarks of your keywords to be successful. 

When you begin to see positive results, its time to begin scaling up your campaigns or if you are satisfied with the results you are getting based on ad spend you may wish to keep the budget consistent but simply optimise the campaign to get even better results!

Need a hand improving your PPC ads? Check out our Blog: 4 Tips To Improve Google Ads Performance 

Ravenswood Media: Specialists in PPC marketing

Do you want to know more about how to promote your business with PPC advertising? Get in touch with the experts at Ravenswood Media.

Our experienced team have expertise across several marketing disciplines including PPC and paid social. We already work with a wide range of different businesses, helping them reach their audiences via paid media and PPC, and we’d love to help you as well!

Get in touch with us on 0117 951 7412 or email us at info@ravenswood.media.

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About Rob Bluck

Rob is a growth marketing professional, with a BA Hons in Business Management & Marketing and a wealth of experience within B2B, eCommerce, SaaS and Technology sectors.