Your small business has an opportunity to leverage the internet to expand your brand’s reach. And while there are many free tools available to promote your brand, PPC (pay-per-click) is a useful option for businesses with smaller marketing and advertising budgets.
74% of potential customers will conduct half of their research into your business online before they make a purchase offline. With tools like PPC advertising, you can send targeted marketing campaigns to ideal prospects and potential customers. PPC is widely used by businesses of all sizes and in all industries, but what is it exactly?
Small businesses don’t have the means to create large ad campaigns that saturate millions of search pages and keywords. PPC is a type of paid search advertising that allows you the opportunity to control ad spending in direct correlation with audience interest. This means you can choose, or bid on, specific keywords that will trigger your ad to populate near the top or bottom of a search results page.
PPC (pay-per-click) is when a business pays a fee each time one of their ads is clicked. That means you don’t pay for the ad if no one sees it and you don’t pay if someone sees it but doesn’t click on it. Let’s look at some of the benefits of using PPC in your marketing plans.
Reach Your Target Audience Fast
With PPC, you can precisely define your target audience and reach them by including specific keywords in your ads. These ads will show up in your target audience’s search results, based on the phrases they search.
Large businesses and corporations can implement a host of short- and long-term ad campaigns to create brand awareness. Small businesses must leverage their budgets to embrace opportunities that see ROI faster and with less nurturing. By participating in PPC, you can target those already interested in your products and services rather than focusing on building brand awareness.
In more advanced marketing strategies, you can use PPC to create display campaigns that appear on websites related to your business offerings. You can also employ retargeting techniques that can reach people who have previously visited your website.
Increase Cost Effectiveness
In the past, PPC was seen as a waste, though this comes from myths that it is slow to start. However, PPC is much faster than organic search efforts and can often have immediate results. You must measure what works and what doesn’t.
Your PPC budget doesn’t need to be extravagant for you to see good results. Paying only for clicks means that, very often, those clicks lead to sales. When you take out the cost of those who don’t engage with your ad, your ROI (return on investment) is excellent when compared to other, less targeted forms of advertising.
Test How Your Offering Sells
When using PPC in search engines like Google, you can use their detailed reporting and metrics to test whether your products or services are what your potential customers are looking for.
Enjoy Flexibility and Control
The beauty of PPC is that it is customizable. You can segment ads to better reach target markets, customize a budget to reflect changes in revenue, product or service seasonality, and more.
Increase and Sustain Brand Recognition
Use PPC to hone in on those keywords used most frequently by businesses within your industry. This creates brand awareness for those individuals who are searching for products and services like yours.
PPC helps increase brand recognition this way, and it does so much faster than more traditional practices like website SEO by increasing your rankings in search results.
Scale Up with Digital Advertising
SharedTEAMS offers the digital advertising services you need, when you need it. As a member, you will have access to our team of professionals who will work with you to create the perfect social media, search, or Amazon advertising campaign.
Interested? Here’s how it works.