This post first appeared on Entrepreneurial Scotland.
Whether you are the owner or working in-house for a B2B or B2C business, one of the best digital marketing initiatives you can do right now is Paid Search Marketing or Pay-Per-Click (PPC) on Google Ads. It can work for almost any type of business and offers measurable ROI.
If you’ve only dipped your toe in the water, or have never tried it at all, and wonder if it’s worthwhile then this post is definitely for you.
Here’s some reasons you should seriously consider Paid Search Marketing:
There’s inevitably some trial and error, and ‘guess-timating’ to arrive at this point, but when you find campaigns that drive profits, you can increase budgets to see further increases in enquiries/sales/profits. There are companies out there spending tens even hundreds of thousands of pounds per month on Google Ads because they’re generating very worthwhile returns. Don’t let that put you off though, as you can start towards the smaller end by targeting key audiences and geographic areas, and build up gradually over time.
Google Ads has a plethora of options to create campaigns and ads to meet your objectives, as well as being able to target specific audiences online. So, whether it be to target previous site visitors who didn’t convert and aim for sales, or for widespread brand/company awareness, or more traffic to your blog resources, there’s an approach to suit.
Thanks to the platform itself, and Google Analytics (other site analytics tools are available) campaigns are highly measurable, with a load of metrics to see how things are working at very granular levels. It’s not too hard to determine what is and isn’t working so well. With this information you can compare all the way down to sales and revenue to see how it affected the bottom line.
Switch it on today and start getting data within the hour. Sometimes it can take a little longer (a few hours, or a day), but the point is you don’t have to wait around long to start getting impressions, clicks and conversion data. Compare that with the likes of SEO which can take months to see results (not that I’m bashing SEO). The prospect of reaching customers quickly is an appealing factor indeed.
The Learning Curve
Easy to pick up yet hard to master. However, there’s a lot of consistent information out there to help. Compare again to the likes of SEO, which has MANY facets and a LOT of contradictory information at times (again I’m not bashing SEO, just highlighting a difference), i.e. an approach that works for one might not work for another. PPC is a bit more straightforward.
The Emphasis from Google
Google makes most of its money from ads. And it’s pushing them more and more into the search results at the expense of organic results. They often command the best spots on the screen, and more are creeping into search results. Think about the last search you did; chances are you scrolled past 3 – 5 paid results to get to the organic results. Frustrating to say the least if your organic results are being pushed down, but that’s the situation we’re in. A user will go for the result that offers the best match with their search query, in the quickest time possible, more often than not that’s going to be a link closer to the top of the page. Follow the trend.
The Screen Space
As touched upon in the previous point, the ads command some of the best screen ‘real-estate’ there is. There’s a bit of a perception that the higher you are in the search results, the better or more credible your result is, thereby garnering more clicks over time. This, in combination with how people search; quickly and decisively, makes just being in the top spots very desirable.
The Power of Targeting
The power to reach interested users with ads is phenomenal. For instance, one of the best means to reach a new audience is to feed Google Ads with audience data from Google Analytics. You can then specify with targeting options that you want to reach people who closely match these users but have never been to the website or have only visited once within a maximum 540-day limit.
Your competitors are doing it. They might even be bidding on your branded keywords, which is allowed unless you have a trademark. Can you afford to lose out?