What is PPC?

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Intro

From big enterprise businesses to small startups, these 3 letters have revolutionized how businesses are driving sales to both their websites and their stores. If you’re not already taking advantage of digital advertising in your business, then you’re late to the show. Things have changed and you need to catch up to the current best practices in marketing and advertising.  In this post we’ll cover what PPC is and why it’s important for every business to start using it as a marketing tool in their business growth arsenal. After explaining the basic concepts we’ll cover 3 juicy tips for making the most of your PPC campaigns.

What is PPC?

PPC or pay-per-click advertising is synonymous with digital advertising as a whole. In the great beginning of internet marketing, you typically paid per website visitor which consisted of a click–hence the name: pay-per-click. The two most popular platforms where you get to experience the effectiveness of PPC are Google and Facebook. 

Google Adwords is known as SEM or search engine marketing. This is an incredibly effective strategy for digital ads because people use search engines to search for something specific. This means you can show up for search terms that show a very high interest in making a purchase.

Facebook is known as social media advertising since it’s a social media platform. The cost per click for this type of advertising is very low in comparison to SEM, for this reason, it’s a very popular choice for PPC advertising. 

In the end, both of these platforms allow you to pay per visitor to your website in hopes of converting them on your landing page. The landing page is a web page where you send traffic with special optimizations that help persuade the visitors to take a specific action. This is why it’s also very important to perform conversion rate optimization with your advertising efforts.

Why is PPC important?

It’s important because it provides a massive return on investment, in a very short period of time, and in a controlled manner. Although organic traffic sees a big ROI, oftentimes it takes a very long time to see a return on investment and can’t be controlled. WordLead also came out with research stating that 65% of people click on ads when making purchases. That’s a huge chunk of change going down the drain if you’re not advertising!

What’s really great, is that you can add PPC to other marketing channels to make them more effective. The long turnaround time with SEO can be offset with the speed to profitability provided by digital ads. You can also use the free traffic to your advantage and serve advertisements to people who have already visited your website for a much lower cost per click which improves overall profitability.

3 Tips for making the most of your ad campaigns.

Okay, so now that we covered what PPC is and why it’s important–let’s talk about how to make the most of it. We’ll cover 3 quick tips for getting the most bang for your buck from your ad spend. These tips include seeing the big picture, the two most important words in advertising, and giving your landing page some tender loving care in order to increase your ROI.

Tip # 1 – Look at the big picture: Leads and Sales

When it comes to PPC, there are micro KPIs (key performance indicators) and macro KPIs. Micro KPI means that in the grand scheme of things, it’s good for these indicators to perform better. However, more focus needs to be put on Macro KPIs. Macro KPIs are the end goals of advertising itself. 

Your macro KPIs consist of indicators such as the number of sales or the number of leads generated. These are the biggest indicators you can use to determine the profitability of a campaign. On the other hand, if you focus on micro KPIs such as click-through rate or the number of clicks, well that only shows a small portion of what’s really happening. This means you won’t have a very good idea of the true performance of your advertising budget. 

Tip # 2 – Audience and Offer

Audience and offer are the two most important words in advertising. They both produce the biggest results when being changed or tested. If there is ever anything seriously wrong with a campaign, you can bet that you’re advertising to the wrong audience or you’re offering the wrong incentive.

PPC agencies should work diligently to not only improve your micro KPIs by testing ad copy and images, but they should also be testing the offer that you’re promoting. After testing the offer many companies see a huge shift in positive results.

Tip # 3 – Landing Pages

Often times advertisers are so focused on improving the performance of their advertisements and driving traffic to a landing page, they tend to neglect the very landing page that receives all of the traffic. This leads to sub-par results because even if the technical aspects of the ad campaigns are being optimized, the end goal hasn’t been achieved until traffic takes action.

The best way to get traffic to take action is through a web page specifically designed to help persuade people to take action. This marketing strategy is called conversion rate optimization or CRO for short. It’s absolutely imperative to the success of your advertising campaign to have a healthy amount of optimization being done to the landing pages as well as the campaigns themselves.

Paying less per click

It’s important because it provides a massive return on investment, in a very short period of time, and in a controlled manner. Although organic traffic sees a big ROI, oftentimes it takes a very long time to see a return on investment and can’t be controlled. WordLead also came out with research stating that 65% of people click on ads when making purchases. That’s a huge chunk of change going down the drain if you’re not advertising!

What’s really great, is that you can add PPC to other marketing channels to make them more effective. The long turnaround time with SEO can be offset with the speed to profitability provided by digital ads. You can also use the free traffic to your advantage and serve advertisements to people who have already visited your website for a much lower cost per click which improves overall profitability.

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