When people talk to me about having a real competitive advantage, the first thing that comes into my head is Google Advertising. Google Ads are at the absolute forefront of basic marketing for pretty much any business. Itâ€™s where people are literally typing in your product or services onto Google and your website is prioritised over everyone elseâ€™s. Why wouldnâ€™t you be there?Â
You can have the smallest monthly budgets right up into hundreds of thousands. And youâ€™re literally only paying when a targeted, interested person clicks, hereâ€™s a couple of reasons as to why you should be applying it to your businessâ€¦
You only pay when an interested person clicks.
One of the reasons PPC (Pay Per Click) is so straight forward is because you know exactly where your pounds are going, and you only pay when an interested party clicks on the ad. This is different than traditional advertising offline, where you spend X amount of pounds and hope your target market actually engages with the ad, but you never really know.
You set your budget to control costs.
Speaking of budgets, with pay-per-click, you set the budget to your needs. You can put a cap on what you spend daily, and itâ€™s flexible for you to change at any time. That doesnâ€™t mean you can expect to see huge results with a limited budget, of course; it all depends on how competitive the keyword and industry are.
You can reach your target consumer at the right time with the right ad.
Want to target a person in a specific place at a specific time of day with a specific ad? No problem. With PPCâ€™s location targeting and delivery options along with device-specific preferences (like mobile), you can deliver very specific messages to your target consumer at prime time when they are close by.
Unlike organic search, PPC can show results very quickly.
We all know how important organic search traffic is for long-term website marketing; however, it has a longer cycle to prove ROI. PPC can show results fast. You can start a PPC campaign on Monday and literally start seeing results in terms of traffic and conversions the next day (depending on a variety of factors, obviously).
PPC data can inform your other marketing channels.
Does your search engine optimization (SEO) team want to know if a particular keyword or set of keywords is converting well? PPC can tell them. You can also test the waters with new products or offerings using PPC in order to gauge demand and get an early look at its reception. You can even use PPC to promote oddball events or things that wouldnâ€™t be appropriate for other forms of advertising.
So there we have it, will you be using PPC in your marketing plan for 2019? Let us know!