Almost 75% of businesses use, or plan to use, pay-per-click (PPC) advertising to boost revenue. Is it time your business did the same?
Well, maybe. There are times when a PPC strategy is the gold standard for a business chasing growth and profits, but there are other times when it might not be quite right for your company yet.
This guide will help you decide if you need to build PPC into your marketing strategy – and show you five steps to quick PPC success.
How PPC Works
Pay-per-click does exactly what it says: you pay every time someone clicks on your advert.
You choose certain keywords that your advert will match, and when those keywords are used in a search your advert pops up in a search result.
The benefit of PPC is that it can be used to really target a niche audience. The right keyword research allows you to bid on lower-cost long tail keywords, which have a higher conversion rate.
PPC Isn’t Always the Best Route
Sometimes it’s better to focus on other digital strategies such as developing SEO content or email campaigns instead of PPC.
You don’t need to use a pay-per-click strategy if:
You’re Already Operating at Maximum Capacity
Are you a one-man-band or a small business that’s already maxed out on your production line? Is there no room – or aim – to scale up the business?
If you’re already getting great leads through organic SEO traffic and other marketing strategies, you may find that a PPC campaign will overstretch your resources.
You Want to Build Brand Awareness
If you want to drive a campaign that gets your name out there then PPC isn’t the best way to start.
Brand awareness campaigns use expensive and highly competitive generic keywords with a broad audience. The most effective PPC campaigns are sales-driven with high conversion targets.
You’re on a Super-Tight Marketing Budget
The myth: PPC is cheap. The reality: it takes time, keyword experimentation, and the costs of a PPC expert for a great campaign.
If you don’t have the time to learn PPC yourself then you’ll need to outsource to an expert. A PPC newbie is going to make mistakes – it’s a guarantee – and you could flush a lot of your marketing budget down the drain by not optimising your bid budgets.
If your marketing budget won’t stretch to some experimentation and a helping hand from an expert – or someone with the time to learn – it’s best to wait until your business is more established.
Reasons You Definitely Need to Introduce PPC for Your Business
If your business doesn’t fall into any of the above categories then a good PPC campaign will help to build your revenue.
You definitely need to start using PPC in your digital marketing strategy if:
You Already Have Strong SEO on Your Website
The first step to any digital marketing is making sure the content on your website and social media channels is SEO-friendly. It delivers up to 600% more traffic than paid adverts and delivers higher conversions. Great!
PPC will work hand-in-hand with a strong SEO strategy to deliver highly targeted and niche campaigns to increase your conversion rates.
You’re Prepared to Hire Staff
It’s entirely possible to run a PPC campaign as a solopreneur, but hiring a PPC expert will make sure you’re spending enough time on your strategy to make it profitable.
If you’re prepared to hire staff, whether that’s a freelance PPC consultant or a new eager graduate eager to learn, then it’s time to create a strategy. Let your PPC bod do the legwork: they will undertake keyword research, competitor analysis, and set up your bids to maximise budget effectiveness.
You Want to Capture Local Custom
Mobile devices now account for the majority of searches, with over 57% of all search traffic coming from smartphones and tablet devices.
That means more people are shopping on-the-go so if you’re after footfall into your shop then a targeted PPC campaign will help.
How to Create a Killer PPC Strategy
1. Refine Your Content
Pay-per-click works best when there’s monster content at the other end of your adverts.
Without gripping content, your customers are going to bounce straight off your website again – even though you’ve paid for them to visit.
2. Use Google Analytics to Understand Your Customers
Take a look at your Google Analytics and work out who is visiting and buying from your website. Find the most common search terms used for your website, and the ones which result in the highest conversions.
When you know who is buying, and how, it’s easier to generate really targeted niche high-converting PPC adverts. Your cost per click will be lower as long tail keywords are less competitive, but your conversion rate will rocket as you’ve honed in on the people who really want to buy from you before they’ve even clicked on your advert.
3. Snoop on Your Competitors
There are several online tools to help you look at what your competitors are up to. Use these to find out which keywords they’re using, then use a keyword planner in Bing or Google to find out if it’s worth your time and money to compete with the same.
4. Start Small and Keep Testing
Choose a few niche areas of interest for your customers to experiment with your first foray into PPC.
Doing this will keep your budget to a minimum and help you to learn what does – and doesn’t – work in the eyes of your customer.
Review your PPC campaign regularly to find out which adverts gain the most traction and which ones should be canned.
5. Think Laterally to Expand Your Campaign
Once you’ve got the basics down, consider other groups of customer who you may not yet be targeting but might want your product.
For example, if you offer a selection of yoga mats, your primary target customer might be ‘millennial women who hustle’. Your expansion could be ‘weightlifters with a stretching programme’, or ‘mid-life mums preventing middle-aged spread’.
Once you’ve got some more niche audiences, it’s time to start the SEO-keyword-snoop-test cycle all over again to build even more revenue from PPC campaigns.
How to Boost PPC Success
A PPC strategy will help drive traffic to your website, but if your web design isn’t user-friendly then potential customers will bounce away from the page.
Use this guide on top website features that you need to make sure you’re sending people to the best possible website from your PPC adverts!