Pay-Per-Click, more commonly simplified to PPC, is the act of paying for ads to appear on search engines. Typically, these ads are found in the first few positions of a search page, or the last few, depending on how much money you’re willing to spend for the spots. PPC is starting to gain traction in the world of digital marketing, and for excellent reasons. While PPC is not the only component of online marketing, it is a great place to start to grow your business.
What are the benefits of PPC?
There are several benefits to paid advertising on the digital front. First and foremost, it takes much less time than organic search rankings. If you are starting a new business, like an interior design firm, there is already quite a bit of competition out there. Just because there is well-established company that does exactly what you do, doesn’t mean that you can’t compete with them. For instance, if I search for “Denver’s best interior designer”, before I see businesses organically, I see ads. That is the perfect place for you to put your starting business! The more potential customers you can get yourself in front of, the more potential conversions.
Another benefit to PPC is that you get to be in control of your spending. Google in particular has an incredible system for paid advertising, called Google AdWords. Without boring you with the details, AdWords is the system you use to create your ads. With systems like Google AdWords, you get to choose when your ad runs throughout the day/week, how long it runs, where it runs in the world, and how much you are willing to pay per day. That is an incredible amount of control! If I own a liquor store, for example, I probably wouldn’t want to waste paid advertising between 3am and noon, and would want my ads to run more regularly on weekends. No longer are the days of wasting money on days or times or locations that doesn’t benefit your business.
What are the risks of PPC?
Like most anything, there are risks to using online paid advertising, in particular PPC. The most dangerous part about taking care of your own PPC without the help of a marketing team is that you can get in over your head. If you already have a lot of business acumen on your plate, such as hiring employees, managing product and inventory, catering to customer needs, etc., adding something like pay-per-click could be that last task that overwhelms you. PPC is not something you put on the backburner or forget about; it has to be monitored every day with diligence. If you choose to put this type of digital marketing on the bottom of your list, you may find yourself spending way more money than you had intended without seeing much growth or success. The market for PPC is changing daily, and your ad tactics needs to reflect that. In most cases, I advise hiring a digital marketing firm to take care of your paid ads, so you can take care of your business.
Why do big businesses use PPC?
Big businesses are already so popular, why do they need to use their marketing budget on PPC? The answer is really quite simple. Unlike new businesses, who are looking to get more online prospects, larger, more well-known businesses aren’t desperate for people to click on their website. For example, consider Pepsi as a business. When a customer is looking for a Pepsi, they don’t need to go to the business website to get their product. A consumer can simply walk into a gas station or convenience store and get themselves a Pepsi. PPC has more than one purpose. For businesses like Pepsi, the whole reason to invest in pay-per-click is to leave impressions in the minds of their consumers. If they see ads for Pepsi, whether online or on TV, their subconscious is being tapped into. Maybe right at this moment they don’t want a Pepsi, but the next time they are looking for a beverage and see Pepsi, they may find themselves reaching towards it. Impressions are an incredibly powerful way to sustain your client-base, in addition to high organic search rankings.
Pay-per-click is not the only form of paid advertising, but it one of the most popular forms for a reason. I always encourage businesses to follow the guidelines for increasing their organic search rank position, because not everyone will even click on a Google ad; however, it is a key component for new businesses and businesses who are interesting in creating lasting impressions. PPC isn’t as easy as it sounds, and there are a ton of components to it, including keywords, ad bids, budgeting…the list goes on and on. If you are up to the task, I encourage you to gain a more extensive knowledge on search engine ads to help your business grow, or partner with a marketing firm like Big Shot Now to help you get the most out of your digital media budget.