Investing in any marketing channel is always a subject for debate when resources are limited. We know every penny counts, and maximising returns is imperative, which is why the case for making pay per click (PPC) advertising a key channel in your marketing strategy is so compelling.
But what are the advantages of pay per click advertising?
PPC targets the right customers
One of the best reasons to utilise paid advertising within a digital marketing strategy is its ability to zero in on the customers you want to attract.
Whichever PPC channels you're using, with the right research and set-up, you can be as broad or narrow as you want — ensuring that the right people see your ad and message.
People who click on adverts spend more
Because you can target your audience with such accuracy, you're increasing the likelihood of someone clicking on your ad who has the motivation to buy what you're selling.
PPC ad clicks have, in fact, been shown to yield 50% more than organic online clicks (Source: to Unbounce ).
You can be competing quickly
Another compelling reason for making pay-per-click integral to your marketing plan is the speed you can get results.
Compare it to search engine optimisation (SEO). While an essential part of your long-term marketing plans, SEO can take time to build up the juice to be competitive on the keywords that matter.
With PPC, however, you can be competing against your competitors quickly with a well-optimised campaign.
Different channels to serve different purposes
Most people think of PPC with Google ads. With good reason, of course. It's the most significant platform, and if you're successful on Google, it can be highly lucrative for your business.
But it's not the only place to advertise. Social ads also play a vital part in the pay-per-click mix, offering a chance to diversify your goals.
For instance, to encourage greater brand engagement, you might run a campaign using Facebook ads. It's a versatile ad platform that allows you to zone in on a target demographic while also providing the bonus of featuring on Instagram feeds too.
LinkedIn ads can also be laser-targeted and offer a high-value platform, especially useful for those who are looking to establish their brand as industry leaders.
With PPC you can have complete control over the amount you're spending so that your budget never gets away from you.
This means you can start small, scaling your activity up as you grow and as your success increases.
Naturally, you want to ensure that you get the best return no matter how much you invest, which is why it pays to have the accounts controlled by those who know their way around.
Because when you get PPC right, the benefits to your brand, your reputation and your bottom line can be huge.
Now, isn't that reason enough to make it the essential part of your marketing strategy?