PPC advertising has proven to be a reliable and profitable channel for tons of B2B, B2C, non-profits, and other companies seeking quick, quality traffic and conversions. Considering all the benefits PPC offers, there’s little risk in testing it out to see where it can move the needle and to gain a wealth of valuable data you can use to inform your other marketing and optimization efforts.
Need to make the case for PPC advertising? Here are just seven powerful benefits of using PPC.
PPC 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.
Nearly any type of conversion goal can be tracked. PPC is a powerful tool for aligning website traffic drivers to end-goals.
In the era of content marketing and thought leadership, PPC can foster the middle ground of nurturing and serving the middle of the funnel through advertising content downloads, seeking newsletter signups, contest entries, and pushing for app downloads.
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.
Even if you’re a decade behind your competitors on jumping into PPC marketing, you can get up and running 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 Google Ads 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. Plus, most of the work is done within the PPC advertising platform — from the research to campaign build-out, to writing ads. You can get up and running quickly with minimal involvement of your development teams, aside from help setting up conversion tracking and any desired landing pages.
PPC Works Well With Other Marketing Channels
Google Ads 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 Google Ads can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts.
On the flip side, organic traffic performance data and SEO strategy can also advise PPC if the data is available. All of this helps align with content marketing and ensures that efficiencies are gained and business end goals are not siloed.
Google Ads remarketing is a great avenue to keep site visitors engaged, regardless of how they found your site. Remarketing ads are shown to people who visited and left your site and are based on specific rules or audiences you select.
There are other cases where PPC can help provide data or an alternative to traditional direct marketing activities. PPC can also be directly compared to traditional mail with costs per impression and conversion. If you can shift away from more expensive traditional marketing to methods that provide real-time data and have better tracking, it can be a big win.
A Wealth of Marketing Data
While there’s a lot of data and performance information directly available in Google Ads, 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. You can also cross-reference where your competition is through third-party tools like SpyFu, KeywordSpy, and iSpionage to build a solid profile of what you’re up against and what market share you can gain.