The Role of PPC Advertising in Digital Marketing

Digital Marketing July 27, 2018 by Mega Marketing Network

With so many new websites popping up every single day, the digital competition is only becoming stiffer. Getting your website to the top of the SERPs is a time-consuming and sophisticated process that requires command over both web designing skills and all SEO tactics. But if you want to instantly boost the flow of traffic to your website, PPC advertising can help!

PPC Advertising in Digital Marketing

What is “’Pay-Per-Click” and How Does it Work?

“Pay-Per-Click” or PPC, sometimes referred to as “keyword advertising,” is a model of digital advertising, the definition of which is in its name. The main concept revolves around displaying ads on top of search engines when a user searches the web with relevant queries, i.e. keywords that match with what your ad is all about. Instead of paying a lump sum amount, advertisers pay only when a user clicks on an ad, hence the name “pay-per-click.”

In order to understand the basics of pay-per-click, you need to familiarize yourself with the concept of ad auctions. While making an ad, each advertiser picks a target keyword and bids a specific amount of money. When a specific query including their target keywords is made on a search engine, Google does the following two things:

  • Checks the pool of advertisers.
  • Initiates an auction if two or more advertisers have bid for the same keywords.

Choosing how to rank ads is a different story. For this purpose, Google uses the following formula:

Ad Rank = (Maximum Amount of Money Bid) X (Quality Score)

The quality score is a metric that examines how relevant your content is to the searched keywords. Combine that with an appropriate amount of money to bid on keywords and you just might experience a significant burst of traffic to your website. The entire process is pretty simple and does not require much technical know-how.

The Undeniable Benefits of PPC Advertising

Incorporating pay-per-click advertising into your digital marketing strategy will work wonders for your business. Let us discuss some undeniable benefits of PPC in detail.

More Control Over How You Advertise

More Control Over How You Advertise

Unlike the traditional models of advertising, pay-per-click provides far greater control to the advertiser over their target market and keywords of their choice. It allows them to be extremely specific depending on who they are targeting and what kind of content they are using to bring in traffic to their website. With smart keyword placement and careful planning of the budget, PPC can prove to be highly effective. The best part about PPC is that you can track results, allowing you to make better decisions regarding increasing or decreasing your budget. Moreover, you can instantly edit your ads and make crucial changes whenever necessary.

Can Be Easily Measured and Tracked

Can Be Easily Measured and Tracked

As mentioned above, PPC can be easily tracked and measured. Advertisers can get reports of the costs and effectiveness in real time. For this purpose, advertisers have to use Google Analytics with Google Adwords to take advantage of the complete reports. From clicks to conversions, with PPC, you get valuable data about everything, allowing you to make better decisions in the future and make amendments in your ads, whereas with other more traditional advertising models and marketing channels, it can be challenging to track results. For example, if you pay for billboard or magazine ads, it can be difficult to track the end results but, with pay-per-click, you can clearly see how much traffic and conversions were generated.

Budget-Friendly

Budget-Friendly

There is a misconception that pay-per-click is an expensive model of advertising that can leave you bankrupt. In reality, with careful planning and prudent tracking, the opposite is true! PPC can be extremely budget-friendly if you take the appropriate measures. You can bid as much as you want, depending on your budget, and can change how much you want to spend. The best way to ensure that is to bid with a low amount and then track results. If you are reaching a decent level of traffic and are satisfied with the results, you can then increase your budget.

Quick Way of Getting Targeted Visitors

Quick Way of Getting Targeted Visitors

In digital marketing, traffic is nice, but targeted traffic is even better! This is because, with an ideal target, the probability of sales increases significantly. While SEO can help you achieve that with targeted keywords, it can be extremely time-consuming, meaning that you will start getting results after months or even a year of efforts, all the while having to ensure that you don’t get on the bad side of Google’s algorithms. Thankfully, with pay-per-click, you can instantly target the traffic of your choice using specific keywords. This means that you can start getting results right away, depending on how much you have bid and how user-relevant your content is.

Allows for Remarketing

Allows for Remarketing

Another major benefit of pay-per-click is that it allows advertisers to use remarketing or retargeting, an advanced marketing technique that lets you target those visitors who did not convert (this is done with the help of special campaigns). Retargeting can be done with the help of a certain code which is obtained from Google Adwords, which is then used to identify the visitors that grace your website with their presence but aren’t convinced enough to make a purchase. By doing so, you can then conveniently design campaigns that can effectively “retarget” those individuals with incentives and more persuasive content. On the other hand, with other forms of advertising, it can be difficult and quite costly to obtain that kind of data.

To Conclude…

There’s no doubt that pay-per-click is currently one of the most advanced models of advertising. From firm control over your budget to clear statistics, you get virtually everything you could hope for as an advertiser. So, if you haven’t already, we highly suggest that you incorporate PPC advertising into your digital marketing strategy as it can help you in ways you didn’t even imagine! But, make sure that you actively track progress and make necessary changes along the way.

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Guadalupe Rainbow

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