Digital Marketing

Pay Per Click (Google Adwords)

PPC is an online advertising model in which advertisers can display ads for their goods or services when users search for information online enter relevant queries into search engines. Advertisers are only charged when a user actually clicks on their ad, hence the name “pay-per-click.” Search engines like Google and Bing make pay per click advertising available on an auction basis where the highest bidder typically earns the most prominent placement. Due to the nature of keywords and the role they play in paid search, pay-per-click advertising can also be referred to as keyword advertising. PPC is one of the best platforms for online marketing.

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  Offer Quick Entry
  Even if you’re a decade behind your competitors on jumping into PPC marketing, you can get up and run quickly with a little bit of optimization. This is often a big contrast to starting up SEO efforts, which often take a lot of time and attention to get the same type of positioning and traffic that AdWords offers within minutes of launch.
  
  When compared to other channels like email and organic social, you have the advantage of targeting people outside of those who are already aware of your brand, and you aren’t limited to your existing followers or customer lists.
  
  PPC lets you quickly cast a wide net to find new prospects and customers.
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  Contributes to Business Goals
  This is often the most compelling reason to use PPC advertising. PPC can help you achieve a vast number of business and marketing goals. These goals range from high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale.
  
  PPC can support many parts of the sales funnel and the path that your prospects take from awareness to becoming a customer. Regardless of the set of identified goals, PPC campaigns can be set up effectively.
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  Measurable & Trackable
  A major benefit of PPC advertising run through AdWords is that it’s easy to measure and track. Simply use the AdWords tool in combination with Google Analytics.
  
  You’ll see high-level performance details including impressions, clicks, and conversions (based on the defined business goals).
  
  There’s no mystery to your PPC performance. Stats are readily available and show how your campaigns are performing and what kind of traffic and results they are driving for your budget.
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  Works Well With Other Marketing Channels
  Content marketing has taken over the digital marketing world and content plans and calendars are the norm in most businesses now. With the investment in producing original and unique content to support the customer buying cycle and establish thought leadership positioning, AdWords is an engine that can drive visitors to content more quickly and improve the ROI on your content investment.
  
  PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience — the people using Google to find information, services, or products. The performance data of impressions, clicks, and conversions from AdWords can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts.
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  Amazing Targeting Options
  Many advertisers take a multi-layered approach in AdWords to test and ensure full coverage across the networks and targeting types that can gain brand exposure.
  
  This ranges from targeting keywords through text ads, to running ads through remarketing based on their past behaviours, or focusing on specific audience demographics on the display network.
  
  By testing and trying out a mix, you can ensure the full scope of AdWords is leveraged and that you’re getting as many impressions as possible while staying targeted to the personas in your prospective audience.
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  Pool of Marketing Data
  While there’s a lot of data and performance information directly available in Google AdWords, the value of information gained goes beyond just PPC performance.
  
  Impression, click, and conversion data for each keyword can be used to advise SEO strategy and content marketing efforts.
  
  Beyond that, you can use the built-in keyword planner and display planner tools to find where your audience is.