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What are the benefits of pay per click marketing?

PPC (Pay Per Click) Ads are essentially online adverts whereby the advertiser pays a fee each time an ad is clicked, i.e. buying website visitors/traffic.

When done correctly, the amount you pay for the click should be minimal in comparison to the sale value. For example, you may pay £1 for a click that results in a £99 sale, making a cool £98 in profit.

Google Ads

Google Ads is by far the most popular pay per click advertising provider. Advertisers create ads that show up on Google search results, or on the wider display network they operate (e.g. as ads on popular websites in your niche).

To decide on which ad to show if there are multiple advertisers competing for the same keywords, Google selects the winner based on a set of ranking factors (also known as AdRank) which includes; quality score (click-through-rates, relevance, and landing page quality), and crucially the amount of money you've put behind your ads.

Access to anyone, anywhere, 24/7

Google Ads are a hugely powerful way of quickly accessing the mass Google audience and pointing them to your website at any time.

Similarly, you can utilise the various targeting options of Google Ads to narrow down your audience and target a specific customer, at a specific time, with a specific ad.

PPC ads are highly measurable in terms of ROI

With pay per click, you can measure how many impressions (views) your ad received, how many clicks this generated, and how much it all cost. You can then weigh up the number of sales, revenue, or leads generated  and compare them against how much it cost you, and work out the resulting profit.

People view the top results

Searchers view the top results on the first page of search results, but not necessarily those on page 2, 3, 4 and beyond. PPC Ads can put you in the top 3 paid results at the top of the page, resulting in more clicks and traffic to your site.

You pay per click

You only pay when a user that is interested in your website clicks through to your landing page. This is far better than traditional adverts, where you spend money and can't guarantee your target customers are reading or engaging with your ad at all.

Set limits

You can set your own budgets too, change them at any time, and have full access to the data over where your budget is being spent.

Immediate effect

Unlike other digital marketing channels, PPC will start working almost immediately and you'll begin to see results of the campaign as early as 24 hours later, whereas organic search engine marketing takes a while for Google to update and improve your rankings.

It's targeted

With pay per click, you have full control...

  • You can choose which keywords you want to appear for in search results.
  • You can decide which landing page to direct users to.
  • You can even gain visits from people already interested in your products/services - making sales easier as they're already working through the later stages of the buying journey.

Hopefully, this has helped you learn more about the benefits of pay per click advertising, and whether it's right for you.

If you think a more organic approach would be a better fit, you might find our article exploring the merits of SEO vs Google Ads helpful too.

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