7 Reasons Why You Should Do Pay-Per-Click Advertising
Gerald Lopez - GezzMedia

7 Reasons Why You Should Do Pay-Per-Click Advertising

You know that you have to get your products out there into the market. But you’re probably worried because you’ve heard that advertising is expensive, its hard to measure effectiveness and it sometimes doesn’t even work. Wasn’t it the ”Father of Advertising,” David Ogilvy, who said:

Half of advertising works; but we don’t know which half.

Pay-Per-Click advertising (PPC) - ads offered by Google, LinkedIn, Facebook and others - have revolutionised the way advertising works. PPC has evolved since 2000 when Google launched Adwords, but the main form I’ll talk about today is Search PPC - that is, those little ads that pop up in search engine results pages.

There are two parts to PPC advertising:

  1. The ad on the search results page. Where your ad appears depends on your auction bid and other factors. The ad is triggered when the keywords you have assigned for it are related to the keywords the searcher has used.
  2. Your landing page which the ad links to. This is where you convert the lead with a purchase, a signup, a booking, or a download.

This is why you should consider doing PPC advertising:

Reason #1: PPC is free exposure

Search PPC ads are served up to searchers for free. Yes, you actually get to build your brand for nothing! You only pay when they click through to your landing page. Which means:

Reason #2: Your leads are pre-qualified

They only clicked through because they were interested in your ad! Pre-qualified leads means much higher conversion rates. If you can understand this powerful concept - sometimes called Inbound Marketing - you can easily dominate your niche. PPC allows you to target your Unique Value Proposition precisely to the very people who want what you offer.

Reason #3: PPC ads can be very cheap

The cost of a click is determined by auction bid. Some PPC markets are saturated by many firms willing to pay high prices - but there are strategies to target niche search queries that can drastically reduce click prices. Costs can vary from a few cents to several dollars to tens of dollars per click. Rates are competitive and you can strictly control your advertising spend.

Reason #4: Campaigns are highly scalable

You can enter the market with a handful of ads and a starter budget, and build up from there. Once your PPC campaign has “bedded in” and you are starting to see which ads are working and which are not, you can confidently increase your number of ads and raise your budget because:

Reason #5: Costs are directly proportional to results

Once you have determined your strategy is working and your return-on-investment (ROI) is positive, then the more money you spend, the more conversions (and profit) you make. In case your market does get saturated and buying stops, your advertising spend will automatically stop.

Reason #6: Unlike conventional advertising, PPC is highly measurable

With a basic reporting setup, you get to see how many searchers view your ad, how many click through, and how many convert - almost in real time. This means you can measure how each ad is performing; what high-performing keywords to increase bids on, what low-performing keywords to retire, and what search queries to add to your keyword list. You can even A/B test your ads to see which wording performs better, thereby fine-tuning the effectiveness of your ads.

Reason #7: The PPC playing field is level(ish)

The big firms can throw more money at PPC ads, but if you are a small business, you have the benefit of flexibility. You can find the keywords that work for your niche in your local region. You can quickly adjust your strategy according to your performance reports. You can offer landing pages, products and services that really resonate with people’s particular needs.

Done right, PPC advertising is virtually risk-free - quite unlike conventional advertising! You will have to invest a small amount initially to set it up properly and test your strategy; but from then on it should be positive ROI. You have strict control over your budget - so no credit card shocks. If a campaign is definitely not working, you can instantly pause it and review your strategy.

The real benefits of PPC come where you offer people what they really want and build up a relationship with them, exponentially increasing the ROI for the initial ad. If you use PPC to bring in highly-targeted clients who love your products and services, and they keep buying from you, you are onto a winner.

David Ogilvy died in 1999, and missed the PPC revolution. I wonder what he would have said?

Gerald Lopez is passionate about how online marketing is driving the micro-entrepreneur economy. He is a Google Certified Individual for Adwords. Go to GezzMedia for more information.

Michelle Clarke MBA

Michelle Clarke leading Quantum Money, Manifestation, & Business Strategy Coach for Soul-Led Entrepreneurs

9 年

Great article Gerald

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Clancy Simmonds

Marketing Strategist & Mindset Transformation Specialist | Helping Conscious Business Owners Achieve Sustainable Growth

9 年

Great article Gerald,well done!

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Kelly Coyle

Director @ 365 Training Hub | IT Training #Microsoft365 #MicrosoftCopilot

9 年

Thanks Gerald, I enjoyed the article - that makes things clearer!

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