Pay Per Click Marketing, or PPC, is a form of online advertising in which businesses pay a fee each time their ad is clicked. It’s a way for businesses to get their name and products in front of potential customers without having to spend a lot of money on advertising.
PPC can be an effective marketing strategy for small businesses and start-ups because it allows them to reach a large audience with a limited budget. It also gives businesses the ability to track how well their ads are performing and make changes and a great PPC marketing agency will report back to its clients how well they are performing.
Whatever industry you’re in, PPC marketing can help you get the leads and clients you need quickly.
For a small or new business, using PPC is a very good way to direct traffic toward your target landing pages. Through doing this, you can gain a deeper insight into the metrics with what is performing well and what is not regarding Google Ad spend and the copy of the ads.
With that in mind, here are some key aspects to consider:
How Do I Measure The Success Of My PPC Campaign?
Through allowing time for your campaign to grow, it’s a good idea to use some KPI’s (key performance indicators) which shows how effective your PPC campaign is:
CTR (Click Through Rate)
The CTR is a good way of measuring the success of an ad as it shows how many times someone has clicked your ad compared to how many times it has been shown. The higher the CTR, the more effective your ad is. In a business, CTR can be used to help you understand how well your ads are performing and whether they are reaching your target audience.
Quality Score
The quality score represents how relevant your ad is to the user’s search query. The higher the quality score, the more likely your ad is to be shown. A strong score shows your rankings have improved and CPC has decreased, meaning your ROI has increased. Therefore, you’ll pay less when consumers click on the ad and will overall help the ad rank higher.
Cost Per Conversion
Your cost per conversion reveals how much you’re spending on your PPC campaign for each conversion. The lower the CPC, the more effective your PPC campaign is. Keeping a eye on your CPC will help decide if you need to adjust strategies and whether you need to improve your campaign.
If you decide to adjust strategies, you can do so by changing your keywords, ad copy or landing page. This will help you achieve a lower CPC.
Bounce rate
Bounce rate unveils how many people leave your landing page without taking any action. The lower the bounce rate, the more effective your PPC campaign is.
If you have a high bounce rate, this could be because the user cannot find what they were looking for and many other reasons.
Conversion Rate
The conversion rate shows the number of people who have taken the desired action on your landing page. The higher the conversion rate, the more effective your PPC campaign is. A high conversion rate means that you’re achieving your goals and objectives with your PPC campaign.
The Importance Of PPC For Startups
It’s Efficient
It’s an efficient method to get your advertisement in front of your target audience. So, as a small business, you can respond swiftly to the business environment and take advantage of opportunities as they come about. You can target people by location, age, gender, interests and many other factors. This ensures that your ad reaches the right people who are most likely to be interested in your product or service.
It’s Measurable
You’re able to measure the performance of your PPC campaigns so you can see what’s working and what isn’t. You can then make the necessary changes to improve your campaign and get better results. With the campaign being measurable, it helps to show a positive return on investment (ROI) which can be viewed by stakeholders presenting the effectiveness of the campaign.
An effective way to drive traffic
PPC is an affordable way to advertise your business, as you only pay when someone clicks on your ad. This makes it a very cost-effective way to reach your target market. You can set a daily budget so you don’t overspend and you’re in control of how much you want to spend on your campaign.
PPC is an effective way to drive traffic to your website as you’re able to target your audience specifically. This helps create more brand awareness as you’re able to reach people who are most likely to be interested in what you have to offer, which increases the chances of them clicking on your ad and visiting your website. Once they’re on your website, you then have the opportunity to convert them into a customer.
Conclusion
Overall, PPC is a brilliant marketing strategy for small businesses as it has many benefits which can help them progress. It is important to remember to be patient when using this method and to not give up early on, as the results may not be seen straight away.
