Why use PPC? (And how it makes your business money)
The main goal of your business is likely to sell your products and services in order to make more money. After all, it’s your company’s income that allows you to continue to produce goods and services for your customers.
But what if your sales are at an all-time low, or you just want to increase the number of sales that you already have? Though there isn’t a magic solution to increase your company’s revenue, PPC is an important part of the puzzle.
Here’s how you can make money with a PPC campaign:
1. It’s a low-cost strategy
There are a few reasons that business owners love PPC, and one has to do with the low costs associated with the strategy.
PPC is much different than traditional ads that you put in newspapers where you pay for ad space as opposed to effectiveness. With PPC, you’ll only pay for your ad every time a user clicks it, and the best thing is, you determine the actual amount you pay.
PPC runs on a bidding system where valuable keywords are up for auction. The best PPC advertising companies will help you choose the most qualified keywords for your campaign — but we’ll get to that later.
These keywords are extremely important because they are the terms that trigger your ads to appear in search (if you bid high enough).
After you’ve chosen what keywords you’d like to place ads for, you’ll be prompted to choose a bid amount. This amount is how much you’re willing to pay every time your ad is clicked.
However, just because you bid on a keyword doesn’t mean that you’ll receive an ad for it. Ad platforms like Google Ads look at Ad Rank, which is a combination of your bid, and your quality score. Quality score considers things like click-through rate, relevance, and the quality of your landing page.
All in all, the fact that you can choose how much you pay per click, as well as when your campaign stops and starts, gives you a huge budget advantage. Its budget-friendly nature helps you to save money in the long run.
These advantages give you the opportunity to spend your budget on other areas of your marketing campaign. When you do so, you’ll be able to make more money for your business.
2. Landing pages are extremely effective
Landing pages are a crucial part of any PPC campaign, and the best pay-per-click advertising companies offer services to design them for your campaign.
But how can an effective landing page help you make more money?
The purpose of a landing page is to entice users to covert, and if they’re effective, your landing page is actually the element that causes you to make money.
Consider this, you’ve just found your dream summer party dress on Google with a PPC ad.
You’re excited to make a purchase right away, so you click the ad, and you’re taken to a landing page that makes you even more excited to purchase the product.
You see things like customer reviews, fan photos, size options, and color choices. Not only that, but the landing page gives you information about the material of the dress, how to wash it, and more.
After visiting the landing page, you also realize that it’s extremely easy to pop this product in your bag and purchase it right away.
This page did its job and is a perfect example of how landing pages work to make your business money.
On the other hand, if you don’t have a landing page that provides product information, prices, and a “purchase” functionality, you can just as easily lose money.
A landing page is a crucial part of the buyer’s journey, and it can make or break a sale for your business.
3. You can target ultra-specific audiences
One of the best things about PPC campaigns is that you can get extremely detailed about who you target. This means that you never waste money on advertising to an audience that isn’t interested in what you have to offer.
Not only does this save you money, but it also allows you to make more money since you’re targeting the customers that are most interested in your products and services.
Here are just a few ways you can target your audience with PPC ads on various platforms including Google Ads, Facebook, Instagram, and more.
Income levels: If you sell top-of-the-line beauty products, for example, you may choose to target those with a higher income level. This ensures that your product ads are reaching those that can afford them.
Parental status: There are three levels of this targeting option: “parent,” “not a parent,” or “unknown.” For businesses that supply baby clothes, toys, or food, this demographic is extremely beneficial and can help them to get ultra-granular about who they target.
Education level: If you sell office supplies, you can choose to market to high-school grads, current college students, those in grad school, and beyond. This is extremely valuable for universities as well when it comes to recruitment.
Marital status: This targeting option allows you to target users that are single, in a relationship, or married, and the opportunities are endless. For example, if you’re a travel advisor, you could target married couples with an ad for a couple’s retreat. For singles, you could catch their eye with an “all about me” getaway.
Homeowner status: You can also target users based on whether they rent or own a home, which is a fantastic opportunity for landlords. Not only that, but there is a huge group of industries that could target new homeowners — remodeling companies, appliance providers, décor businesses, and so much more.
Geographic location: Geotargeting, or targeting your users based on location, is one of the best ways to appeal to your most qualified audience. You can target your audience by country, region, city, and even a specific radius. This allows you to hone in on local customers and can even cause an uptick in foot traffic if you have a physical storefront!
4. You can appeal to the right audience at the right time
Retargeting with PPC ads is a strategy that gives you a second chance at enticing a conversion and can help you make more money from your campaign. The best PPC advertising companies offer retargeting services that help you to win back a lost or forgotten sale.
Though it might be hard to believe, 96 percent of people will leave a website without making a purchase. Maybe they didn’t have what the customer was looking for, they’re waiting for the next pay day, or they just got distracted.
Regardless of the reason, retargeting is a great way to make a sale to someone that has already shown interest in your products and services. Half the battle is won! Retargeting helps you to win the other half.
So how does it work? It’s based on cookies.
Cookies are small pieces of code on your site that release every time someone visits your site. This allows you to track them later.
If a user places an item in their cart, for example, and navigates away from your page, cookies provide you with the information needed to target that user with your ads — even if they’re not on your site.
Retargeting is extremely effective at making you money, and in fact, the clickthrough rate of an ad served through retargeting is a staggering 10 times higher than a typical display ad. That’s pretty incredible!