2 Key Reasons for Considering Investing in PPC
Posted 29 September 2014
We regularly work with clients who are looking to improve their online presence. There are several strategies that we employ to increase web traffic and draw more potential customers to our client’s site.
In our experience the best strategies are multifaceted. One of the most powerful ways to attract more people to your website is through a combination of SEO and Pay-Per-Click (PPC) marketing. Whilst the premise behind PPC is very simple, used effectively it has the potential to generate huge returns and help you to deliver significant growth for your business.
You might have previously dismissed PPC on the basis of poor results. You might be concerned about the possibility of seeing negligible returns on your investment. You might not have considered PPC as a viable option, preferring to concentrate on other types of internet marketing instead.
Here are 2 key reasons for considering investing in PPC for your business:
1. PPC: Highly Targeted Marketing Strategy
PPC is one of the most targeted marketing strategies that we have at our disposal. Search engines and social networks have unprecedented volumes of data about their users’ preferences that enable us to target potential customers with incredible precision.
What would this look like in real terms? It’s really very simple. We identify the key demographic groups that you’re targeting – perhaps using age, gender, geography and interests to narrow down the field – and ensure that they see your advert when searching for the products/services you’re looking to sell.
Much like advertising in an industry-specific magazine, PPC lets you connect with the people that you’re targeting. However, unlike traditional methods, you’re not paying for advertising that people won’t necessarily read; you’re connecting with people at the very moment that they’re looking for businesses and solutions just like yours.
2. PPC: Detailed Statistical Analysis
PPC offers businesses of all shapes and sizes the ability to generate vast amounts of customer data. The likes of Google and Facebook provide advertising users with excellent statistics; we can then do statistical analysis and identity the most effective ways to improve ongoing campaigns.
This is one of the biggest differences between PPC and more traditional forms of advertising. There are various ways in which this data can be used to inform and improve future campaigns. We can look at the number of people clicking through to each advert to work out the ROI and the cost for each click. Additionally, we can identify the behaviour of different users to see how effective our website structure is at helping new visitors to find what they’re looking for. We can also analyse behaviour and conversion-rates for different types of user to work out where we need to improve.
PPC facilitates a level of statistical analysis that has quite simply never before been possible. It enables us to create highly effective marketing campaigns, and gives us the information that we need to keep on improving our strategy until we deliver the results that we’re looking for.