30-Second Summary
- Pay-Per-Click is a paid form of digital marketing whereby, your ad is presented via Google Ads or social media to a brand-specific, targeted audience.
- Target your ideal audience with PPC ads to gain the best ROI.
- To target your ideal customer, you need to group your prospects into different demographics, behaviours, and interests.
- Plan your keyword strategy around your target audience and the terms they will be searching and ensure this is in your PPC ad-copy.
- Create an engaging, campaign-specific landing page to funnel this click into a sale or conversion.
PPC is an excellent way to build brand awareness and drive sales from your targeted audience. It is also an increasingly more affordable form of advertising, that’s why 45% of small businesses invest in PPC advertising as part of their marketing campaign.
If you’re looking to develop your paid marketing strategy, get to grips with how PPC can benefit your business here now, and start planning for your new PPC ad campaign today
What is PPC?
Pay-Per-Click is a paid form of digital marketing whereby, your ad is presented via Google Ads or social media to a brand-specific, targeted audience. As it says on the tin, you only pay for these ads when someone clicks on them making PPC an excellent marketing avenue to increase conversions and improve ROI, while minimising ad spend.
Drive Your Business Forward With PPC
How Can PPC Benefit My Business?
PPC or pay-per-click can help grow your business in several different ways. Unlike SEO, PPC enables you to advertise directly to people who search for a business like yours, providing you with instant exposure to audiences who are looking to purchase one or multiple products or services.
At the same time, you can ensure that your audience is as niche as you would like, helping to ensure that you don’t miss out on any sales. This provides you with the chance to target specific customers or, depending on your business, various timeframes. You can also tailor your ad according to what a user searches for, helping to ensure that it is as relevant as possible to the query.
PPC Is A Form Of Targeted Advertising
PPC is a form of targeted advertising, meaning that you have the opportunity to select different terms or interests in order to ensure that your Google ad is seen by the “perfect” audience. You can even target users who may have previously expressed an interest in your products or services through remarketing, which is an effective way of generating good results.
To target your ideal customer, you need to group your prospects into different demographics, behaviours and interests. This includes location, gender and age; but it can also go further to include parameters linked to your niche brand. For example, if you were creating a PPC campaign for a fashion brand you could target people who are interested in fashion, as well as different areas within fashion such as menswear or accessories. This means that you can really narrow down your targeting to pinpoint a range of ideal customers.
Build A Bespoke PPC Campaign
It Gives You Measurable ROI
The great thing about PPC is that it provides measurable ROI, meaning that you can see what your ads are generating for your business in terms of sales and from a brand awareness perspective.
Better still, this is a straightforward measure tracking sales and impressions based from each ad click. Not only does this show which paid ads are successful, but it also helps with your future marketing campaigns as business owners can see what marketing messages engage their target audience and ensure future campaigns follow this structure.
You Only Pay When People Click On Your PPC Ad
PPC isn’t just great from an ROI perspective, it can help you limit your spend so you won’t be surprised by any unexpected payments, putting you fully in control of your advertising spend.
You can then utilise the data available in Google ads to explore how your budget is currently being spent and how you would like to spend it moving forward. Better yet, you only pay when people click onto your ad, meaning that you don’t pick up any costs for people who just view it, helping to ensure that your budget is only spent when it needs to be.
Not having to pay for views is an added bonus, meaning that your brand name, logo and any key advertising information could be viewed by hundreds, or thousands, of social media viewers for free. This brand presence could potentially entice users to click on your future PPC ads if they become familiar with your brand on their social media feed.
Reach Your Ideal Audience With PPC
How To Use Targeted PPC To Grow Your Business
Driving your business growth can sometimes be tricky, especially if you are entering an industry which already has a high rate of competition. However, PPC can spread your business message and draw sales quickly by targeting people who are most likely to engage with your product or service.
So, what are the best ways to see business growth through PPC?
Define Your Target Audience
As mentioned above, having a clear target audience for your PPC campaigns is the fundamental starting point for PPC success. If you can directly advertise your brand niche to your ideal customer your overall ROI and click-conversion will skyrocket. So, don’t slack on your target planning!
Laser-Focused Keyword Plan
The importance of keyword research and targeting doesn’t just lie with SEO and content marketing; it is also a crucial aspect for successful PPC campaigns. Plan your keyword strategy around your target audience and the terms they will be searching and ensure this is in your PPC ad-copy. Keyword targeting will further ensure your ads are shown to people who are more likely to engage with the advert and made a purchase with you.
Give Your Clicks An Awesome Landing Page
When someone clicks your ad, you need to make that click count –after all, you’ve just paid for that click! Create an engaging, campaign-specific landing page to funnel this click into a sale or conversion. Tailor your landing page to achieve your campaign goal to ensure that precious click and budget doesn’t go to waste.
Make The Ad Features Work For You
Using different ad extensions, you can build an ad that offers additional information that can be useful to the consumer. For example, call extensions enable you to add your phone number to your ad, and location extensions can be used to add your address to your ad.
However, you need to be strategic with these extensions. Don’t go overboard with an ad which has all the bells and whistles but the core message gets lost, which will reduce your ad engagement. So, review your ad features and plan out which ones will work best for your specific campaign and stick with that selection.
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Final Thoughts
Appearing in the search results can feel like a distant dream for some businesses but with PPC you can appear at the very top, helping to attract more visitors to your website. Give your business the boost it needs, today!
As a full-service digital marketing agency, we’re well versed in the world of PPC. Get in touch with myself or my expert team for help in driving your businesses forward through innovative, ROI driven campaigns. Speak to us today on 0800 088 600, to get your PPC campaign off the ground.
