How Effective Is PPC Advertising?
There are millions of business and industry websites online, with each vying for consumer attention and increased product sales. Without advertising in some form, many of these businesses will fail within the first year or less. Considering the level and amount of competition for similar product lines, it is easy to see how it can be challenging (at best) to catch the eye of your desired consumer market. Aside from running ads on social media sites, television, and streaming services, how can marketers “get” and keep the attention of their consumer base? Pay per click or PPC advertising is an excellent place to start.
What Is PPC Advertising?
PPC, or pay-per-click advertising, is an advertising model that lets businesses and other advertisers place ads on an advertising platform and then pay the platform host whenever their ad is clicked. The goal of the ad is to guide potential consumers who click on the ad to the advertiser’s website (or app), where they can shop, browse, contact the advertiser, or purchase products and services.
Search engines like Google and Bing, as well as social media apps like Facebook, are popular PPC host platforms as they allow advertisers to display ads that are relevant to what their consumer audience wants to see.
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How Effective Is PPC Advertising?
The idea of any advertising is to grab the attention of your customer base. The idea of PPC advertising is no different. However, in some ways, PPC advertising is likely more effective than its predecessors (television, billboards, etc.). Consider for a moment how many people worldwide have access to and use smart technology. People spend hours each day on smartphones, tablets, and laptops. Depending on the nature of your business, PPC advertising is ideal for all of these platforms and the products people search for on smart devices.
It is important to keep in mind that your PPC advertising outcomes are only as effective as your campaign. If you are unfamiliar with how to develop a PPC campaign or how to ensure your brand appears when your customers turn to search engines for information, you may want to hire a professional who specializes in PPC advertising. This will ensure you receive the best possible results and provide an outlet for valuable insight surrounding current and future marketing campaigns.
Pros & Cons of PPC Advertising
As with many business marketing components, there are pros and cons related to PPC advertising. Depending on the nature of your business, you may find the pros outweigh the cons. Notable pros of PPC advertising include retargeting and remarketing of your visitors, measurable results, easily trackable return on investment (ROI), quick results, affordability, local, regional, and global exposure, and greater control trackability.
The cons of PPC advertising may influence how you integrate PPC into your marketing budget. PPC can be complicated, and there are many variables to establishing and running a successful campaign. Depending on your skill with PPC, it may require you to hire a professional, which comes at an added cost to your marketing budget. Depending on the success of your campaign, this may or may not be worth it to your business. Also, PPC is not free and when your campaign ends, so does the visibility of your ads. This means you need to actively keep track of your timelines and budget to ensure all of your hard work does not suddenly disappear. One final notable negative to PPC advertising is that, like all advertising, it is not guaranteed. Your brand’s presence on a particular platform does not guarantee consumer traffic or sales. However, it is likely an excellent way to “get your name out there.”