Ranking as high as possible in the search results is something every business aims for. As a method of driving traffic and then conversions to your site, being the top-dog in that number one spot can be one way of achieving this. There are two ways to do this: PPC (pay-per-click) and SEO (search engine optimisation).
Many businesses focus most of their efforts on SEO to get to the top spot and whilst yes, you should be optimising your site as best you can for the search engines, it’s a process that requires a large amount of effort and time, and one that may not end up yielding the results you hope to see.
Pay-per-click advertising offers different advantages to SEO and is a solution that many overlook.
These are some of the advantages of PPC…
You choose how much you want to spend and it can be as little or as much as you like. You only pay when someone clicks on your advert and you can set a daily budget, so there’s no chance you’ll end up with unexpected costs. You’re also able to change how much you are wanting to spend each day at any point. The higher your conversion rate the better and once you’ve refined your audience you should notice that PPC is bringing about a positive ROI.
You choose who is going to see your adverts, based on demographics such as location, language, device etc. You’re able to refine your audience so that only the people who need/want to see your adverts will do so, meaning you’ve a much better chance of a higher conversion rate. You choose the keywords that are associated with your product/service and what you think people will be searching for in order to find it.
Everything is tracked. The keywords people used for your advert to be shown, which adverts they clicked on, the time they clicked on your advert etc. It gives you the best opportunity to see what is working and what you need to change. All the data is produced for you on Google Ads and is simple to navigate through.
You are in control and can change whatever you want to. If you notice that most of your clicks come around 6-7 o’clock in the evening and there’s almost nothing during the early hours of the morning then you can tell Google to be more aggressive with your ad spend in an evening and to not show your adverts during the night. You can change the keyword settings so that your adverts show for certain searches and avoid searches that are negatively impacting your click through rate.
Unlike organic traffic (SEO), where it can take months to see results, with PPC you will see its impact almost immediately. Your adverts can begin showing from the moment you have set up your campaign and people can begin clicking through to your site immediately.
If your bid is enough and Google deems you worthy of a high quality score, then it’s likely your ad will be shown as one of the first three on the search page, meaning you’ll be seen before the organic search results, increasing your chances of conversions.
It’s likely that you’ll start to notice a change very quickly after you begin to use Google Ads however it’ll be a little longer before you know exactly what works for you and what doesn’t. The best way to figure it out is to get started and to consistently monitor your account and the campaigns you are running. The more you know about the habits of those clicking on your adverts, the more you’re able to tailor your ad campaigns to make them as efficient as possible and to begin achieving a positive ROI.
PPC is a proven strategy for advertising your business and with the wide range of capabilities on Google Ads, for most it is a wise decision to implement this as part of a marketing strategy.
If you need any assistance starting Ads or would like someone to build and maintain your campaigns, fill out a contact form below.
Alternatively, take a look at our PPC service page for further information.