How PPC Ads Benefit Your Business
At Carden Digital, we’ve run successful PPC ad campaigns for a variety of different businesses in a diverse set of industries, and that’s given us some insights we’d like to share about the benefits of PPC ads and how you can use them to reach new customers, generate leads, and boost their sales.
Google Ads Give Faster Results Than SEO
SEO and paid ads are both important for a business’s online marketing strategy, and companies which use both see the best results. However, SEO campaigns take a lot longer to start showing results. Changes you make to your website and content today may not affect your search rankings for weeks or even months.
This by no means makes SEO unimportant, but it means that in order to start seeing the results of your marketing efforts sooner, you should utilise PPC paid ads too. You can learn more about our SEO services here.
If you need new leads now, and not in six months, use PPC ads.
Google Ads Are More Trackable Than Other Forms Of Advertising
If you are already using traditional methods of advertising, such as printed fliers, postal, radio ads, and billboards, you’ll know how difficult it is to check whether that advertising is actually working.
Some businesses try to track the success of their traditional ads by using promo codes, like “20% off when you use the code SUMMER2021”, but this has two major downsides:
- You are relying on the customer to remember that promo code and remember to actually use it when the time comes to make a purchase.
- While a promo may attract some customers, you are already cutting into your ROI by offering a discount to every customer that sees your ad
Online ads, and Google Ads in particular, have advanced tracking built into the actual code of the ads themselves. This means you can track the customer’s journey from the moment they see the ad, to the moment they make a purchase (or whatever action you have set as your ad’s goal). With the info Google provides you can know exactly…
- How many people saw your ads.
- How many of those people clicked on them.
- Which pages on your website they visited after they clicked.
- Whether they converted to a sale or a lead after they clicked.
- What profit was generated by each ad click.
- Which ads performed better than others.
PPC Ads Are Highly Scalable
PPC ads are only really limited by budget, and the large amount of data provided by the ad networks makes their performance easy to forecast, and as such, easy to expand when you have the budget to do so.
For example, if you have a weekly budget of £100, which gives you an average of 75 clicks, and of those 75 clicks, 5 will convert to sales or leads. Doubling the budget to £200 would likely also lead to a doubling of your conversions. Equally, reducing your budget would have the opposite effect, halving your budget would halve your conversions. There are very few marketing methods which offer this level of 1:1 scaling.
Build Different Campaigns For Different Audiences
A lot of traditional advertising targets a location or medium where the advertiser thinks their ideal customer will be. Search-based PPC ads can skip this step completely and target the ideal customer directly. Search engines and social networks have a lot of information about who is using their services and where they are. That means if you have a service aimed at men in their 40s and you only operate in Sussex, you could target your ads to only display to men aged 35-54 in the Sussex area.
Google and Bing let you target numerous different demographics including:
- Household Income
This lets you build separate campaigns for different customers and adjust the budget for those campaigns accordingly. For instance, you could assign more advertising budget to users with a higher household income as they may be more valuable to your business.
You can also look historically at the data of which users are converting and how much ROI they are generating, and then adjust your strategy accordingly.
How Carden Digital Can Help
These are just some of the benefits of PPC ads. While platforms like Google Ads, Microsoft Ads, and Facebook Ads are incredibly powerful, they’re not the most user-friendly platforms for beginners and making a mistake while setting up your campaigns and targeting could result in a lot of wasted ad spend. That’s why partnering with an experienced digital marketing agency like Carden Digital ensures your campaign is set up and managed correctly from day one. In addition to building and managing the campaign we also provide detailed monthly reports on the campaign’s success and guidance on budget and strategy.