Discover the world of pay-per-click benefits advertising, indeed a low-risk, high-reward strategy for B2B, B2C, and also nonprofits. Testing it to supercharge one’s marketing efforts. It seems like a good way out to generate better business.
It appears that Google does drop new AI-integrated features into its flagship ad platform, Google Ads, every month. It does not help that every other search engine also adopts AI features with their spin.
Despite the rapid change, search marketers can no doubt make use of new platform updates to stay ahead of the competition and also be at the forefront of search engine marketing.
A few unique pay-per-click benefits of advertising:
- It is quick.
- It is measurable.
- It is tractable.
- It is omnichannel.
While these are important for strategists and specialists, one’s CMO might not be convinced without such proof.
If not advertising on search engines, then it is likely the person is missing out by being too slow with just SEO or being too broad with just social media.
A few of the many powerful reasons to start planning for pay-per-click benefits:
1. PPC Contributes to Business Goals
This is often the most compelling reason to delve into PPC.
Google Ads as well as other search engine ad platforms do come with multi-touch attribution modeling out-of-the-box, arming the person with all the main marketing metrics but also enterprise-grade business intelligence metrics such as customer acquisition cost (CAC) and also return on ad spend (ROAS) to impress one’s stakeholders with.
In the present era of content marketing and thought leadership, marketers tend to find all sorts of unique and creative calls for action (CTAs). With PPC, nearly any kind of conversion can be tracked, like,
- Email newsletter sign-ups.
- Ecommerce transactions.
- Lead form submissions.
- Phone calls.
- Map directions.
- File downloads.
- Mobile app installs.
- In-app purchases.
and also more if a person is planning to speed with Google Tag Manager and JavaScript.
Need help getting one’s data into Google Ads. Regardless of one’s conversion goals, Google Ads does make it easy to see the dollars going in and, more importantly, the dollars coming out, thus making it easy to justify the budget to one’s higher-ups.
2. PPC Tracks One’s Users Every Step Of The Way
There is no mystery behind the curtain in search engine ad platforms. With the combination of tools such as Google Ads and Google Analytics, the person can see his or her users’ journey throughout the entire funnel (while still adhering to new and upcoming privacy laws).
Search engines do collect massive amounts of data, thus allowing PPC specialists to match a user to a single impression, click, purchase, form fill, or even phone call.
No billboard or magazine ad can attribute to sales, such as PPC can.
On top of this, marketers can also make use of this data to customize their ads, landing pages, and campaigns for increased engagement and decreased wasted budget.
- Campaign experiments: The individual probably heard of A/B testing of one’s ads, but he or she can also A/B test one’s campaign settings, like one’s budgets, bid adjustments, audiences, and many more.
- Keyword insertion: Did the person know that he or she can programmatically insert a user’s search term or city into their headlines.
- This dramatically increases CTR.
- Programmatic landing pages: For all the single keyword ad group (SKAG) lovers, it is not necessary to create a single landing page per keyword. Scale one’s ad account by building programmatic landing pages, which auto-generate landing pages based on search terms and also target keywords, making use of UTM parameters, behavior signals, and, of course, AI.
3. PPC Is Quick With No Barrier to Entry
Even if the person is a decade behind one’s competitors in search, the person can get a PPC campaign up and running with just a bit of research, copywriting, and also button-clicking.
This is indeed a big contrast with starting up SEO efforts, which do often take a lot of time and also attention to get the same positioning and traffic that PPC does offer within minutes of launch.
4. PPC does give oneself unparalleled control
Despite the launch of a myriad of new AI and machine learning features that do sacrifice granular bid adjustments much in favor of growing PPC efforts at scale, platforms such as Google Ads do still offer account managers full control over where, when, and how they show up in Google.
With budgets tightening all across the economy and search ads getting more expensive for several verticals, PPC specialists do have an incentive to hone in on the keywords that do produce measurable returns for their price point and also pause or even remove keywords that are unqualified, irrelevant, or even simply do not bring in an audience ready to convert quite yet.
5. PPC Works Well With Other Marketing Channels
Content marketing has rather taken over the digital marketing world, and content plans and calendars are the norm in several businesses now.
Conclusion
PPC and SEO tend to work well together, as the impressions and opportunities for traffic are often on account of the same audience—the people making use of Google to find information, services, or products. Pay-per-click advertising benefits are much to consider.
