Pay-per-click (PPC) marketing is a form of paid advertising. You can display your ad on Search Engine Result Pages (SERPs) and pay a fixed amount when someone clicks on the link. As such campaigns run on search engines, they are part of Search Engine Marketing (SEM). Google is one of the most favorable host platforms and Microsoft Bing comes a close second.
If done right, a PPC campaign can increase sales, improve brand awareness, generate leads and assist with other key goals too. Here are some statistics that reinstate its significance.
- 24% of marketers said that they used paid advertising to enhance sales.
- 33% of marketers said that they used paid advertising to boost brand awareness.
- 79% of marketers said that they used paid advertising for lead generation.
When they were asked about their overall marketing strategy, 68% of marketers who were surveyed scored PPC campaigns as ‘very important’ or ‘extremely important’. This is perhaps because PPC campaigns are not only beneficial for marketers, but also improve customers’ shopping experience. In fact, 33% of buyers said that they click on a paid ad because it makes their search easy.
How does a PPC marketing campaign work?
Now that you know what a PPC marketing campaign is, understand how it works.
A PPC campaign is a part of Search Engine Marketing and relies on keywords. Every time a slot opens up on a SERP, the search engine stages an auction for a particular keyword. Bid amount, placement and usage of keywords, ad quality, and certain other factors decide whether your ad will feature at the top or not.
As is the case with SEO, keyword stuffing does not bode well for PPC campaigns too. Your ad will get a top position only when you appropriately use keywords, and when your ad justifies search intent.
Benefits of PPC marketing campaigns
1. Control expenditure
In a PPC campaign, you know the amount you are spending on each click beforehand, and you can determine whether or not it suits your budget. Simply put, it is cost-effective in two ways. Firstly, you only pay when someone clicks on the ad. Secondly, only interested visitors click on the ad. Since they are already warm, it requires less effort and cost to convert them.
Also, PPC marketing allows for a flexible budget, where you can make changes along the way, as required. What’s more, you can stop the campaign when you fulfill your desired business goal.
2. Get results instantly
Digital marketing tools that focus on organic traffic may take several weeks to show results. On the other hand, optimized PPC strategies show results instantly, in comparison. It is especially beneficial for businesses that have recently begun operating. Despite being a new entity, you can launch your campaign and be at the top of SERPs in no time.
3. Improve revenue
PPC campaigns can improve the revenue of a business, irrespective of its industry or size. In fact, 74% of brands surveyed confirmed the same. They said that PPC was a significant driver for their business. With the right tactics, your company can make the most of this opportunity.
4. Augment SEO efforts
PPC campaigns can supplement and support your SEO strategy. Here’s how: When it comes to SEO, information on which organic keywords work and the ones that don’t takes time to decipher. That’s not the case with paid ads. You can get a sense of keyword targeting immediately, and understand which ones are most effective at driving traffic. With this knowledge, you can enhance your SEO campaigns.
5. Enjoy algorithm-agnostic results
For content marketing and SEO campaigns, a slight change in the SERP algorithm can mean a significant change in the ranking. However, this isn’t the case with PPC marketing. The success of your campaign is also not directly determined by your webpage or landing page. This isn’t to say that you shouldn’t optimize these two elements. Depending on your objectives, they can enhance the efficacy of your PPC campaigns.
Closing thoughts
PPC campaigns are a quick and effective way to procure warm leads and boost sales. And when used in collaboration with SEO tactics, the results only get better. At Resolute B2B, we offer highly-targeted, result-oriented PPC campaigns, SEO services, as well as other digital marketing services, acting as a one-stop shop for all your needs. Drop a mail at info@b2bresolute.com, and we will create a customized plan for you based on your unique needs.
