Web traffic is really what gets your message the furthest across. In a globalized and heavily saturated economy, it is the most cost-effective way to grow an audience, gain affiliates, ad revenue raise brand awareness and much more.
It is most beneficial for small businesses that also usually have even smaller marketing budgets. This is where pay-per-click advertising comes into play as an effective marketing tool to keep your budget healthy and increase your web traffic at the same time. We will refer to it from now on as PPC.
What is PPC and how does it work?
PPCs are a type of digital advertisement in the form of pop-ups, banners and other similar formats. The main attraction to this form of marketing is that instead of paying a set amount for the ad itself, you only pay for the number of clicks the ad generates. They are based on keywords and therefore share many of the modern SEO (Search Engine Optimization) practices. Here are some of the powerful advantages that PPC advertising can bring you.
- Expedient results
- Audience targeting
- Contribution to business goals
- Easy Entrance
How can PPC help your small business?
Let’s briefly explain all the benefits we listed above. It will help you to understand the benefits of PPC better for your small business.
Small businesses need to know their results as fast as possible. The speed with which PPC advertising brings is one of its main advantages. The company that employs this marketing strategy can immediately see the results of their endeavours.
The next benefit is being able to issue information to the public quickly. Sales, special events, clearances and limited edition products or services are just some of the examples. There are plenty of reasons for a company to want fast results, especially one in its infancy.
Traditional forms of advertising are more of a wide net being cast over a large area. With PPC, ads show only to relevant potential clients that search for relevant keywords in the first place. If someone clicks on such an ad, you can be sure that it is not an accidental misclick but rather that they are at least somewhat interested in your message.
The control over the ad is greater as well because you can control when and where it can appear. This, in turn, gives you a much wider range of influence on targeting an audience relevant to what you are offering. Once you know who you are communicating with, you can set up your marketing campaign in order to optimize your exposure and increase the conversion rate.
Putting an advertisement in front of a targeted audience will increase the chances of getting click-throughs and sale conversions. Targeting an audience is also very beneficial for a local business because when someone does a local search query in their favourite search engine, they are highly likely to come across your company.
Control, as a very general term, could very well be the most important factor when doing business. Even if it means that more responsibility in time invested and financial sense, control can prove to be invaluable over time. One of those aspects that can benefit greatly from a high level of control are marketing strategies and PPC enables just that. First and probably the most important one is the budget factor that we have covered before.
PPC allows a company to start small if the agreement for such an action is made within it and scale upwards over time. Seeing positive results every step of the way, even when starting up small, does wonders for scaling up later and increasing those results.
Contribution to business goals
Setting business goals is a science in itself, but the end goal is to achieve them in a practical and feasible fashion. No matter the size and age of said business, goals are being set in order to be achieved. Bad ones will not optimally benefit a company, no matter how fast or cheaply you accomplish them. Also, overreaching with your goals can have similar effects as they do not have realistic chances of getting finished.
PPC allows you to extend your reach and achieve marketing goals more easily. It is a tool used to align website traffic to your end goals, no matter what these may be. PPC supports many aspects of sales and advancing your relationship with a wide audience from the initial awareness, to becoming a loyal customer.
Content marketing comes in many different shapes and forms, but all can agree that the digital playing field is by far the most valuable one. Content planning is pretty much being used everywhere these days and companies that are not utilising it are tying a hand behind their backs.
PPC advertising enables a business to properly sync up with other marketing methods and channels. As an example, let’s look at Search Engine Optimization as these two concepts go hand in hand. SEO is the driving factor in the online marketing landscape. The commonality with PPC marketing is that they go hand in hand with the traffic all being funnelled through search engines, most likely Google.
An average business, especially one that is just starting up, will not have many resources to allocate towards marketing. Resources come in several basic shapes like time, man-hours and financing. When it comes to the time factor, even those who have fallen behind can use PPC to catch up quickly.
The prerequisites for entering the digital advertising market via this channel are minimal. Others do require more time, effort and money. It is a shotgun rather than a sniper type of audience targeting by casting a wide net and expecting for someone to get hooked. It offloads the development teams from being too much involved in the creation of the ads themselves to the effort can be focused elsewhere.
PPC comes with many benefits for all businesses. It generates quick results by targeting the right audience at the right time. B2B, B2C and other enterprises benefit greatly from this platform with fast, quality traffic that results in plenty of conversions. It provides the best investment to risk to benefit ratio out of all the other methods and platforms, making it a compelling choice for all.