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If you’ve made a quick Google search, you’ve likely seen PPC ads without knowing it.
PPC (Pay-Per-Click) is a type of online advertising where you pay a fee each time your ad is clicked.
How does Pay Per Click advertising work?
Well, the process is much like an auction.
You bid on specific keywords relevant to your business.
When people search for these keywords, an auction takes place.
The search engine then displays the ads that have won the bid, usually at the top part of the search results.
Simply put, you’re buying potential visits to your site, capitalising on the huge numbers of people using search engines like Google and Bing.
While it’s evident that PPC can help you connect with your audience, there are many other reasons why it’s important to invest in PPC services.
So, stick around to learn about the benefits of investing in Google Ads PPC services.
Reason #1 — it helps reach your target audience
PPC’s strength lies in the refined art of reaching the right audience, at the right time, with the right message.
Imagine audience segmentation as a mosaic, with each tile representing a different aspect of your audience.
These tiles could include things like:
- Purchase behaviour
- Age
- Location
- Household income
- Gender
- Hobbies
- Lifestyle
- and browsing habits.
And with the help of an experienced specialist in advanced PPC services, you can narrow it down even further to create profit-squeezing campaigns.
By combining or mixing, and matching these segments, you can start to paint a clearer picture of your target audience groups, just as the algorithm sees it.
Ultimately, it’s about showcasing your offer to those who genuinely need or want it, boosting your leads and sales.
Reason #2 — it boosts your revenue, fast
If your sales pipelines are drying up, PPC can be a game-changer.
When done right, PPC campaigns have the power to significantly grow your revenue in ways you perhaps haven’t thought of before.
For example, you could run top-of-funnel-type campaigns with YouTube videos to educate your audience when they’re in the information-searching phase of their buyer’s journey.
While at the same time, you could have a separate campaign that intercepts people when they’re ready to buy (a.k.a. A bottom-of-funnel campaign).
With a well-rounded PPC campaign based on keyword intent, your business appears at the top of its search results.
This increased visibility, coupled with an amazing landing page experience, will help drive more qualified traffic to your website, leading to higher sales conversions (revenue).
Few stats for you.
On average, paid advertising delivers a remarkable $2 for every $1 spent.
But in some cases, it can generate up to a 43:1 return on investment, depending on your niche.
And this success isn’t just a lucky break; it’s a proven trend for many service and eCommerce businesses.
Reason #3 — it’s easy to find someone to do it for you
Let’s face it, it’s almost like every Tom, Dick, and Harry is an ads “expert” these days.
So how can you weed out the imposters from the actual professionals?
One of the things to look for are people who are certified and have proven results.
Some sort of portfolio or presentation that they can show you (preferably on their website so you don’t waste your time).
This is a bare minimum you should aim for, as it’s an indicator that they know what they’re doing.
Holding a Google Ads certification means that Google vouches for its competence in making the most of its platform.
But one thing to note is that the Google Ads certification is actually quite easy to get; because you can cheat on the tests.
So maybe, with everything said, it’s best to just find specialists with true results.
At the end of the day, you need someone that specialises in bid optimisation, data analysis and split-testing to boost campaign performance that aligns with your business goals.
Remember, by investing in PPC services, you’re not just buying ads; you’re investing in a predictable acquisition channel for your business.
Because it takes time to train an algorithm, and once you’ve trained it properly, it can generate leads and sales on autopilot.
Reason #4 — you can switch them on and off, anytime
This is a big reason why they’re great for seasonal marketing.
Many businesses, such as hotels or even lawn care services, have off-peaks.
And in those cases, as an advertiser, you can either switch off campaigns or keep them on but with low budgets.
That’s why Google Ads is an amazing advertising channel.
And, if you’ve hired the right paid ads expert to manage them, they’ll be upfront and honest with you on the best way to manoeuvre them in those seasonal marketing off-peaks.
They will tweak your campaigns based on real-time data, ensuring your advertising dollars work their hardest so that it’s still profitable to run them out-of-season.
Reason #5 — it improves your decision-making
You’d probably agree that in digital marketing, performance tracking is a must.
Performance tracking is all about gaining useful insights to guide your decision-making.
And that’s where PPC services come in.
With the right team, you’ll be presented with findings and recommendations based on past and current performance.
But to take that one step further, they’ll also decode the fluff and jargon and give you some options on where to take your ads next.
Nothing’s worse than an ad agency that sets and forgets your ads and doesn’t give you actionable insights and suggestions.
Now you may be thinking about what kinds of metrics you should focus on. Here are a few that’ll help you understand your campaign performance:
Cost-Per-Click (CPC)
It tells you if your ads are costing you the same as the industry average and whether you’re getting any discounts on your keywords.
Click-Through Rate (CTR)
The ratio of clicks to impressions. A higher CTR means your ad is resonating with the audience which is a huge factor when it comes to writing your ad content.
Quality score (QS)
Google’s grade for your ads, keywords, and landing pages, which is a key metric to unlocking discounts. Higher quality scores mean that you will literally pay less on Google Ads and also secure better ad positions.
Conversion rate (CVR)
The percentage of people who take action after clicking your ad. A low CVR may signal issues with your landing page or offer. That’s why it’s arguably one of the most important aspects of Google Ads (unless you’re running Performance Max campaigns, it’s harder to tell).
Cost Per Action (CPA)
Sometimes referred to as Cost Per Action, which basically just means how much you pay for each conversion.
High CPAs may require campaign adjustments for a better return on investment.
Reason #6 — it helps you stand out
With so many businesses clamouring for attention, standing out isn’t easy.
That’s why being at the top of search results gives you a major visibility advantage over your rivals.
Now, you might wonder, “How does Google choose the ads for those top spots?”
Let me introduce you to Ad Rank.
Ad Rank is the mastermind behind your ad’s position
It’s based on two key factors: your bid amount and your Quality Score (as we spoke about before).
The bid amount is what you’re willing to pay for a click.
And the Quality Score measures how relevant and high-quality your ads, keywords, and landing pages are.
It’s simple math: Bid Amount x Quality Score = Ad Rank.
And why is this so crucial?
Because a higher Ad Rank means better visibility.
And that often translates into more clicks, leads, and customers.
Now, here’s where a PPC specialist steps in and works their magic.
They know Ad Rank like the back of their hand, optimising your campaigns to boost your Quality Score and maximise your ad budget.
They craft ads that hit the mark from a CTR standpoint and select the perfect keywords to compliment your landing pages, which results in higher Ad Ranks.
Reason #7 — helps you spend your budget wisely
For some marketing campaigns, every dollar matters.
You want to ensure your investments, like your advertising budget, bring you profitable results.
Thanks to the pay-per-click model and strategic bid management algorithms, your money can finally work smarter, not harder.
How does the Pay-Per-Click model work?
With PPC, you only spend when someone actively clicks on your ad.
This means every dollar in your advertising budget goes towards engaging potential customers (if managed by someone who knows what they’re doing).
The importance of bid management
Bid management plays a vital role in PPC campaigns.
It’s all about fine-tuning and optimising your bids for maximum returns.
A reliable PPC service provider will adjust bids based on various factors.
These factors include:
- Time of day
- Geographic location
- and high-performing keywords
Dip your toes in, and start investing in PPC services
If you’re serious about taking your business to the next level, investing in professional PPC services is a no-brainer.
When you invest in your Google Ads, you’re investing not just in paid ads but in the success of your business in the future.
And, if you think it doesn’t work for your business, it may be that you haven’t found the right person yet…
