PPC is a digital marketing channel that companies use to drive traffic and convert search engine sales. Maybe you're looking for ways to get first-time traffic and sales for a new business, or you're looking for ways to increase your brand's presence online. PPC can be a great way to get the word out about your business and reach new customers, but it can be a little confusing at first for those just starting out in the funnel. In this article, we'll help you understand what PPC is, why you should use it to drive your business success, and explain the different platforms and how they work.
Meet PPC
PPC stands for Pay Per Click, it is an online advertising model where advertisers serve ads on a platform like Google Ads and pay a fee each time someone clicks on it. Most PPCs run on the Google search platform and you will see ads displayed at the top of the results page. Or see the product grid on the right, there are also ads that appear when a search has a commercial purpose.
Businesses use PPC to drive traffic, sales or inquiries from their target audience. Popular PPC platforms allow for superior depth targeting, which means you can serve ads to people you think fit your customer demographics well. Search engines are the main way people find suppliers of products and services, and when there is an active audience searching for what your business has to offer, there are sales opportunities.
PPC can help you reach these people with a level of precision targeting that traditional advertising cannot. Want to target someone who lives in Da Nang and wants to buy a pair of shoes? PPC is easy to implement. PPC gives you the opportunity to reach your target audience when they are searching for a business like yours and gain insights from data to help you improve your funnel performance over time. Paid advertising is big business, and Alphabet (Google) alone makes over US$ 162 billion a year through its advertising platforms.
Why use PCP?
If you're considering PPC as a marketing channel for your business, you'll want to know the benefits and why you should invest your budget here and not elsewhere. Here are some of the most common reasons why PPC might be the right advertising channel for you:
You can start getting clicks very quickly
After setting up their ad accounts and creating ads, they usually need approval from the platform, but the process usually takes no more than a few hours. Once your ad is live, as long as you are eligible to appear in the auction and your bids are high enough, you can start appearing (and receiving clicks as long as there is volume) very quickly. Compared to channels like SEO, PPC allows you to start seeing profits very quickly and this is absolutely one of the reasons why it is so popular with marketers.
PPC can be easily measured and monitored
One of the main benefits of PPC over traditional advertising channels is the ability to easily measure and track returns from the platform. All popular platforms like Google Ads allow you to track conversions including lead or order value. They also allow you to see detailed ROI not just for the overall account, but also for specific ad groups and keywords. This means you can use data and insights to refine your campaign's effectiveness and performance over time to increase your funnel ROI.
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You have full control over when your ads are shown and how much you pay
Need to pause ads during peak times? Want to show ads only when you need to generate new leads? PPC is the perfect way to do this as you have full control over when your ads are shown (including time of day and days of the week) and you can easily turn your ads on and off as per your preferences. Although a campaign that works well is always recommended to drive wider business growth and should not be used as a stop-and-go tactic.
You also have full control over how much you spend per day (or month) and how much you pay per click, compared to other channels that don't let you manage channel costs and budgets flexibly.
You can segment your customers perfectly
Unlike traditional advertising, PPC allows you to precisely target customers based on their data, even allowing you to adjust bids based on the device used, time of day and location. If you know your customers and how they search, you can use these insights to reduce wasted ad spend.
There are many ad formats available
Running an e-commerce store? You can use shopping ads to display your products in prime locations. Want to convert people who added to cart into purchases? Use display remarketing to send offers and encourage desired action. PPC covers a wide range of different ad formats and they can be used to drive business success and specific use cases.
PPC vs SEO
Typically, companies consider SEO and PPC as two similar channels to help them drive traffic from search engines. And while there's no denying that both involve showing up and getting clicks from search engines, they're two very different channels.
- PPC involves pay per click.
- SEO (organic search) clicks are free.
- You can start driving traffic with search engine PPC very quickly, whereas SEO can take a long time.
But in fact, the two are not competing channels. Both are part of a much broader digital marketing mix and both can and should work together effectively to successfully promote online promotion. Whenever possible, try to avoid comparing these two channels and treat them as important parts of driving digital growth.
Major PPC Platforms
When it comes to PPC, people often talk about using the Google Ads platform. Take a look at these and other advertising platforms you might consider using.
Google Ads
Google Ads (formerly known as Google AdWords) is an advertising platform that allows you to display Google search and shopping ads, YouTube video ads, Gmail ads, and display ads on the Display Network. by Google (GDN). It is by far the most popular PPC platform and offers countless opportunities for almost every business to succeed from this channel.
Other ad networks
Google Ads is not the only ad network you can consider to drive growth with PPC, other platforms include:
- Facebook Ads
- LinkedIn Ads
- Twitter Ads
- Amazon Ads
Epilogue
The above is the basic information about PPC and explains why companies should use PCC for marketing. If you are interested in this form of advertising, you can learn more about how PPC advertising works and related concepts. We hope that the article above has brought useful information for those looking to increase revenue with this type of Marketing.
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